Featured Insight: Strategy That Serves – Why Purpose-Led Growth Still Wins
In a world defined by rapid change and heightened expectations, purpose-driven strategy is no longer a luxury — it’s a business imperative.
Organisations that align commercial strategy with a clear, authentic purpose consistently outperform their peers across multiple metrics, including revenue growth, talent retention, customer loyalty, and innovation.
The Data Behind Purpose
Purpose-led businesses grow 3× faster than those without a clearly articulated mission (Deloitte, 2020).
85% of companies with a strong sense of purpose saw positive growth over three years, while 42% of those without purpose experienced flat or declining revenues (Harvard Business Review & EY, 2019).
Purposeful brands with high impact scores grew by 175% over 12 years, compared to 70% for low-impact brands (Kantar & BrandZ, 2020).
It’s not just about feeling good — it’s about building businesses that work better, last longer, and are equipped to navigate change.
Purpose in Action: Business Case Studies
1. Unilever
Unilever has long embedded purpose into its brands. Its Sustainable Living brands — including Dove, Lifebuoy, and Ben & Jerry’s — grew 69% faster than the rest of its portfolio and delivered 75% of the company’s growth (Unilever, 2019). By aligning health, hygiene, and social equity with brand positioning, Unilever has demonstrated that values-led marketing translates directly to market share.
2. Patagonia
Patagonia’s “don’t buy this jacket” campaign wasn’t just counterintuitive — it was transformative. The company’s strong environmental stance has resulted in double-digit revenue growth for over a decade, while attracting a customer base willing to pay a premium for sustainability. In 2022, the founder transferred 100% of Patagonia’s voting stock to a trust designed to reinvest profits into climate solutions, reinforcing its long-term social mission.
3. Danone
Danone was one of the first large multinationals to receive B Corp certification. By integrating purpose into its supply chains and health-focused product development, Danone saw increased stakeholder trust and became more resilient during periods of market volatility. Its “One Planet. One Health.” vision guided long-term investment in sustainability and nutrition, aligning strategy with social outcomes.
4. Nike
Nike’s “You Can’t Stop Us” and “Dream Crazier” campaigns placed equity and representation at the heart of their messaging. The result? A 31% sales boost in the quarter following the launch of its campaign featuring Colin Kaepernick, along with a 10% increase in brand favorability among its core Gen Z and Millennial audiences (Reuters, 2018; Morning Consult, 2019).
These examples show that when purpose is embedded — not bolted on — it creates long-term value. It inspires customers, unifies teams, and helps businesses build relevance in a crowded, competitive landscape.
What Makes Purpose Work?
It’s not just having a statement — it’s operationalising it. According to Kantar’s Purpose 2020 report, brands that activate purpose across their organisation — from leadership to marketing to HR — see double the growth of brands that treat purpose as a communications tool only.
Key factors in successful purpose-driven strategy include:
A clear and specific mission tied to societal or environmental outcomes
Authentic integration across brand, operations, product, and culture
Defined impact metrics that allow purpose to be measured and held accountable
A leadership team that champions purpose consistently — especially during tough decisions
Purpose as a Strategic Framework
For health, sport, and social impact sectors, purpose becomes a driver of both delivery and differentiation. It allows organisations to:
Develop KPIs linked to outcomes like increased community health, access, or inclusion
Build brand equity and trust in underserved or historically disengaged communities
Secure funding from public, philanthropic, or impact investors aligned with mission
Attract and retain talent who want to work with meaning and intent
In uncertain times, purpose provides focus. In complex markets, it offers clarity. And in every context, it helps organisations grow with direction.
References
Deloitte (2020) Purpose-driven companies grow 3x faster than their competitors. Deloitte Insights. Available at: https://www2.deloitte.com
EY & Harvard Business Review (2019) The Business Case for Purpose. Harvard Business Review Analytic Services. Available at: https://hbr.org
Kantar & BrandZ (2020) Purpose 2020: 12 Years of Brand Growth Data. Available at: https://www.kantar.com
Unilever (2019) Sustainable Living Brands Outperform. Available at: https://www.unilever.com
Reuters (2018) Nike sales jump 31% after Kaepernick ad. Available at: https://www.reuters.com
Morning Consult (2019) Nike’s Brand Favorability Rises After Kaepernick Campaign. Available at: https://morningconsult.com