Two Ps in a Pod: Company Purpose meets Consumer Purchase

Purpose differentiates one thing from another. Purpose creates definition and distinguishing traits through its expression. Purpose evokes emotion and connection from consumers. In relation to brands, communicating purpose to consumers is vital.

Purpose and Principles

In the present market, brand purpose is even more essential than in previous eras. The reason for this is due to the level of convenience and accessibility consumers have to products and services. Brand quality is not enough to be the deciding factor for consumers anymore. Quality brands are not rare However, brands that consumers can relate to on a core level can be rare.

In an age where information is quickly accessible through prompting voice commands on a device or a simple search on social media, consumers are very aware of any brands’ identity and values. Brands are now under a different microscopic view of consumer perception. Consumers take note of the principles companies express and convey to the public and make their buying decisions based on it. Quality and convenience have become the bare minimum standard as to why they should invest their money and loyalty on a brand. Brand purpose has become a golden standard for companies.

Brand Shifts in Beauty

We can utilize the beauty industry as an example. As a marketer and consumer, I have seen a shift in why consumers purchase products from different brands. Personally, I have made the adjustment of purchasing from brands that strive to produce options that are natural and clean of toxins and harmful products.

Beauty consumers obviously want the best product to achieve their desired look. Over the last decade, consumers have looked beyond quality and searched for a deeper reason to make purchases. They are concerned with brand aspects such as diversity, versatility, inclusion, sustainability, and more.

Beauty brands such as Juice Beauty and Mad Hippie have created a brand purpose and identity with consumers to provide organic and sustainable products. Countless other brands have shifted to make conscious and purposeful adjustments to their products and brands in several aspects. Packaging materials and options for beauty products have transformed to become sustainable. Language has adjusted to name and describe products to be inclusive and specific to consumer needs and not misleading. Ingredients have been removed and added to create more natural and organic products. Brands have translated and communicated these changes through rebrands, launches of new product lines, and messaging. The beauty industry implanted intentional shifts to align with consumer interests and values. Consumers have become more interested and engaged in what type of beauty products and who are they buying it from, especially in such an oversaturated market.

This shift that can be analyzed in the beauty industry is one convincing example as to why brand purpose is valuable in this age. Brand purpose adds depth to the products consumers are purchasing. Brand purpose increases consumer loyalty when they can perceive authenticity that allows them to trust and relate to who they are buying from.