What if your brand was a force for good? In a world where consumers are more skeptical and values-driven than ever, purpose isn’t just a cute thing to add write down somewhere and never refer to again. In an ideal world, it is the heart of a brand. When a brand commits to more than profit, purpose become the heartbeat of brand loyalty, growth, and cultural impact. Ben & Jerry’s, the ice cream icon, is living proof that when a brand leads with purpose, it can change the world (and boost the bottom line).
why purpose matters in branding
A brand’s purpose is its reason for existing beyond just making money. It’s the “why” that shapes every decision, from product development to social media posts. Without a clear purpose, a brand is a ship without a compass. It drifts between trends, loses trust, and ultimately fades into irrelevance.
On a moral level, purpose is essential for driving real change. We live in a capitalistic world, and while we might like to think governments are steering the ship, if we pull back the curtain, it’s clear that corporations hold immense power. They have a massive influence when it comes to making ethical choices, paying fair wages, and shaping how we use the planet’s resources. It’s up to these companies to speak out on global issues and to actually do something about them. You’ve probably heard the saying, “buying is voting.” It’s true. As consumers, we decide where our money goes, whose pockets it fills, and with money and visibility comes real power. Brands have the weight to make an impact, alone it’s harder.
Beyond the ethical aspect we all have a duty to fulfill, purpose is a requisite in today’s brand world. here’s why it makes the difference:
- Differentiation: In a sea of sameness, purpose sets you apart. It’s not just what you sell, but what you stand for.
- Emotional Connection: Purpose-driven brands forge deeper bonds, stirring emotions and building loyalty that lasts.
- Trust and Credibility: Consistency in purpose builds trust. Today’s consumers are quick to spot (and punish) brands that fake it.
- Attracting Talent: Employees want to work for brands that matter, not just brands that pay.
- Driving Growth: Purpose isn’t just good for the soul; it’s good for business. Purpose-led brands outperform their peers in revenue and resilience.
what is brand purpose, really?
Brand purpose is the answer to: “Why do we exist?” It’s not a slogan or a campaign. It’s the foundation for everything a brand does, informing its mission, vision, and values. When purpose is authentic and baked into every action, it becomes a magnet for like-minded customers and employees.
ben & jerry’s: purpose in action
Ben & Jerry’s doesn’t just make euphoric ice cream. They make change. They are the example to fallow amidst all the brands and the only way business should be carried. From the beginning, founders Ben Cohen and Jerry Greenfield set out to prove that business could be a force for good. Their three-part mission is legendary:
- Product Mission: Make the finest quality ice cream.
- Economic Mission: Achieve sustainable financial growth.
- Social Mission: Innovate ways to make the world a better place.
This isn’t just talk. Ben & Jerry’s purpose is visible everywhere:
- Activism: The brand is outspoken on climate justice, racial equality, LGBTQ+ rights, and democracy—using its platform to spark real conversations and drive change.
- Ethical Sourcing: Ingredients are Fairtrade-certified, supporting farmers and fighting poverty in supply chains.
- Supplier Diversity: Intentional investment in Black-owned and Black-led suppliers to grow community wealth.
- Sustainability: Pioneering regenerative agriculture, climate-friendly freezers, and FSC-certified packaging.
- Community Impact: The Ben & Jerry’s Foundation donates 7.5% of annual pre-tax profits to grassroots causes.
- Employee & Partner Programs: Working with organizations like Greyston Bakery (open hiring) and Rhino Foods (refugee hiring) to create meaningful jobs.
Ben & Jerry’s doesn’t just say it stands for justice, equity, and sustainability, it proves it, every day, in everything they do.
the power of consistency
In today’s hyper-connected world, inconsistency is fatal. Consumers are quick to call out brands that say one thing and do another. Authenticity and follow-through are non-negotiable: 64% of consumers say they choose, switch, or boycott a brand based on its stance on social or political issues. More than 80% make purchases with purpose in mind.
Ben & Jerry’s is relentless in its commitment. Even under pressure—from critics, competitors, or even its parent company Unilever—the brand refuses to compromise on its values. This consistency is why Ben & Jerry’s has become a beacon for purpose-driven branding and why its fans trust it.
proof in the profits: purpose drives growth
The results? Ben & Jerry’s isn’t just beloved; it’s booming. Unilever’s own reports highlight Ben & Jerry’s as one of its fastest-growing brands, with sales up 9% in 2021 alone, outpacing many traditional brands in the portfolio. Globally, Unilever’s purpose-driven brands (including Ben & Jerry’s) grew 69% faster than their non-purpose counterparts.
This isn’t a fluke. Purpose attracts loyal fans, repeat buyers, and passionate advocates. It turns customers into a community, and that’s the secret sauce for sustainable growth.
What if every brand was as bold, consistent, and authentic as Ben & Jerry’s? The world would be filled with companies that not only make great products but also make a difference. Brands would be trusted allies, not just vendors. And consumers, empowered by their choices, would help shape a more just, sustainable future.
Ben & Jerry’s shows us that purpose is the future of business. When you lead with purpose, you don’t just sell a product. You start a movement.
Ready to build your brand with purpose? Let’s make your story matter.
