With Donald Trump set to step into the Presidency for a second term in January, brands are likely facing an even more polarized socio-political environment. The stakes for being purpose-led have never been higher, as public expectations—and scrutiny—around corporate commitments will continue to intensify. Purpose has evolved to be more than simply a marketing communications campaign, branding tool or HR engagement initiative; it’s now a beacon that has the potential to bridge divides, inspire resilience and foster unity. In a world grappling with uncertainty, purpose offers leaders a way forward—guiding business decisions and influencing how their brands engage with society at large. In the next four years, purpose can serve as a rallying point, motivating brands to rise above the moment’s challenges and envision a more connected, hopeful future.
The evolution of purpose: from cause marketing to strategic imperative
During the noughties, brands began engaging in cause marketing, aligning with specific social or environmental issues to enhance their image and elevate emotional connections with their audiences. Early efforts were typically limited to shorter-term campaigns supporting charitable initiatives, often serving more as promotional strategies than genuine commitments to societal issues.
Over the past two decades, however, purpose has transformed. By the mid-2010s, it was shifting from a peripheral branding tool to a core strategic principle, shaping decision-making and operations for forward-thinking leaders. Today, as Trump’s presidency promises new waves of political and cultural tension, brands have the chance to demonstrate the strength of their purpose—to show that it’s more than a statement and a true guiding force for integrity, authenticity and resilience.
A recent EY Future Consumer Index report highlights that 94% of consumers are concerned about rising living costs, leading them to prioritize affordability and health—signaling that people expect brands to address their immediate, personal concerns. Purposeful brands that respond with empathy and creativity can become sources of stability and inspiration. Patagonia, often seen as the exemplar for purpose-driven branding, exemplifies the power of a deep-rooted philosophy tethered to what the company sells that resonates across diverse consumer groups.
Greenhushing and woke-washing: The current regulatory and cultural environments are ripe for pitfalls. As brands face fluctuating pressures to take a stand on social issues, the risk of alienating segments of their audience has, for some, led to “greenhushing”—where communications avoid their social and environmental programs to avoid backlash. South Pole found that 25% of companies admit to downplaying their sustainability initiatives despite active efforts. By embracing transparency and authenticity, brands can turn these challenges into opportunities, demonstrating that they are willing to lead and guide consumers to make more effective purchase decisions even when the path is uncertain.
Purpose beyond political alignments: With Trump’s and MAGA’s rhetoric against “woke” corporations—and several states passing anti-ESG legislation—brands face increasing risk of being categorized along ideological lines. Purpose should not be a partisan statement; it is the reason a business exists at its highest level, reflecting higher order human truths. When purpose embodies universal values like respect, integrity and dignity, it transcends the moment, extending beyond social missions to embody what is deeply needed in today’s divided world. Brands that surpass political binaries are more likely to resonate with a broader audience while staying true to their core principles.
Purpose under pressure: Culture wars and divided audiences
Purpose-led brands operate in a landscape where taking a stand can invite both applause and backlash. And yet, Edelman reports that 84% of people globally say they need to share values with a brand in order to buy it. Anticipating that Trump’s administration may openly target “woke” corporate culture, supporting social responsibility and environmental issues may become even more polarizing. For CMOs, aligning purpose with social causes will require a more nuanced approach than ever, respecting diverse perspectives without compromising core values.
Balancing cultural relevance and risk: Brands must carefully choose when and how to engage with social issues, especially as public figures like Elon Musk and RFK Jr. encourage boycotts against “woke” brands. Bud Light’s collaboration with Dylan Mulvaney, which led to backlash and a 20% drop in Anheuser-Busch’s stock price, serves as a guiding example for marketers. This underscores the importance of acting with purpose, but also with awareness—showing that brands can be both principled and strategic.
From allyship to activism: Purpose is not a binary choice; it operates on a spectrum. Not all brands need to be activists, and many can successfully navigate the space between allyship and advocacy. A recent survey by Sprout Social found that 71% of people believe it’s important for brands to take a stand on social issues, and EY research shows that 73% of people believe companies should lead social and environmental change. Identifying causes that genuinely align with a brand’s values allows companies to amplify their impact and become forces of change without compromising their credibility.
Purpose as strategic value creation: not just marketing
To be sustainable, purpose must be woven into all aspects of operations, from product quality to employee engagement—not solely a marketing communications tool. The evolution from “cause marketing” to “operational purpose” reflects a deeper integration of values into operations and value-creation across a business, making purpose a core strategic
imperative rather than a marketing asset. Deloitte has supported this with research demonstrating that high-growth brands are 66% more likely to see purpose as a way to guide employee decision-making.
Purpose-Driven Operations: Brands like LEGO, REI, Ben & Jerry’s amongst others exemplify purpose-led operations, integrating sustainable sourcing and advocacy directly into their business models. A Deloitte study further shows that 55% of Gen Z and 48% of Millennials have stopped buying from brands that acted against their values. Purpose becomes a promise that is kept to customers, employees, communities, the planet and investors. It fosters both loyalty and growth, as it ensures that the brand’s people support care about the issues that matter most to its material audiences.
Stakeholder Value Beyond Profit: The Business Roundtable’s 2019 statement remains relevant, with 78% of CEOs agreeing at the time of it’s announcement that companies should deliver value to all stakeholders, not just shareholders. However, it’s worth noting that a Trump administration could shift sentiment back toward shareholder-centric priorities. Yet, the progress toward stakeholder capitalism represents a momentum that won’t easily be reversed—brands that honor this forward momentum will show they are ready to meet the future, not retreat from it.
Transparency and Trust: In an era of heightened skepticism, transparency will be more essential than ever to maintaining trust. A recent McKinsey report shows that 67% of consumers consider sustainable materials an important factor when making fashion purchases, for example. Brands that prioritize clear communication about their supply chain and materials are better positioned to win over younger audiences who prioritize ethical consumption.
The fiduciary role of marketers: navigating ideology with integrity
As Donald Trump steps back into the Oval Office, marketers’ fiduciary duty to balance strategic interests with the expectations of a divided public naturally will grow increasingly complex. This responsibility requires an intentional—and sometimes brave—approach to purpose that respects ideological diversity while staying true to core values and operating principles.
The Importance of Ideological Mapping: Understanding ideological perspectives across stakeholder groups has never been more critical. A survey by Porter Novelli found that 66% of Americans believe companies should advocate for social issues. However, not all issues resonate equally across demographics. Marketers must carefully assess the risks and rewards of taking a stand based on brand values and potential audience impact.
Scenario Planning for Purposeful Engagement: Given the risk of backlash, CMOs should develop robust scenario plans that consider both supportive and critical responses before launching new initiatives, no matter how seemingly benign. As previously noted, Edelman’s Trust Barometer reports that 84% of people say they need to share values with a brand in order to buy it. By anticipating and preparing for diverse responses, leaders can position their brands confidently, even in challenging times, demonstrating resilience and readiness to adapt.
Purpose Architecture: Purpose architecture will become even more important over the next four years. This approach allows brands to outline which social issues align with their corporate identity and which are better suited for individual product lines. A flexible yet consistent system enables a cohesive, multi-layered approach that accommodates diverse audience segments while maintaining a unified brand message.
The path forward—Purpose as a guiding principle in an uncertain future
As Trump steps into office in January 2025, brands will face heightened expectations and scrutiny in their pursuit of purpose. Navigating this formidable landscape, demands treating purpose as an enduring, integrated principle guiding all aspects of brand development and organizational culture. Leaders that stay true to their brand’s values and strive to be forces of unity can transcend division, inspiring trust and loyalty as they build toward a future that balances purpose with prosperity.
A deeply-rooted, values-driven approach will preserve purpose over the next four years and beyond, empowering brands to become beacons of resilience and connection in a world where transcending politics is essential for sustained growth and success.