Not long ago, a great product, a catchy slogan, and a well-placed advert were enough to win over customers. Those days are gone. Today’s consumers don’t just want to know what you’re selling; they want to know what you stand for.
Welcome to the era of purpose-driven PR, where bands that take a stand on social issues aren’t just making headlines – they’re winning market share. But what does it really mean to be a ‘purpose-driven brand’, and why is it such a powerful strategy?
The rise of brands taking a stand
Modern consumers are more values-driven than ever. They care about the ethics of the companies they buy from, and they’re not afraid to make purchasing decisions based on those values. Issues like fair wages, environmental impact, inclusivity, and corporate responsibility are no longer side notes, they’re deal-breakers.
This shift means brands can no longer stay neutral on important issues without consequences. Silence can be perceived as complicity, and performative activism—jumping on a cause without meaningful action—can be even worse. Consumers are paying attention, and they can spot insincerity from a mile away.
For brands, this presents both a challenge and an opportunity. Get it right, and your audience will reward you with loyalty and advocacy. Get it wrong, and you risk public backlash.
The risks and rewards of cause-based PR
Of course, supporting a cause isn’t just about adding a logo or using the right buzzwords. Consumers today are well-informed and can quickly tell the difference between genuine commitment and surface-level marketing. If your brand is going to align with a cause, it needs to be:
- Authentic – Your support should be genuine, not just a marketing ploy.
- Consistent – Supporting a cause isn’t a one-time PR stunt. It has to be woven into the brand’s messaging, partnerships, and business practices year-round.
- Actionable – Statements are easy, but real change requires investment. Whether it’s through donations, initiatives, policy changes, or advocacy, consumers expect brands to follow through.
Take it too lightly, and you risk backlash. The wrong message at the wrong time can damage a brand’s reputation – just ask Pepsi. Their infamous advert featuring Kendall Jenner attempting to solve social injustice with a can of cola was widely criticised for being tone-deaf and trivialising important issues.
But when done well, purpose-driven PR can strengthen brand identity, attract new customers, and foster genuine loyalty. One brand that’s nailed this approach is Ben & Jerry’s.
Ben & Jerry’s: a masterclass in Purpose-Driven PR
If there’s one brand that understands cause-based PR, it’s Ben & Jerry’s. The ice cream giant has been outspoken about social justice issues for decades, from climate change to racial equality. But one of the most striking examples of their commitment to activism came when they supported The Women’s March and The People’s March’s in the US.
Rather than taking the ‘safe’ route of neutrality, Ben & Jerry’s leaned all the way in – issuing statements, creating dedicated campaigns, and even releasing limited edition flavours inspired by movements they supported. The result?
- Loyalty: Customers who share their values feel an emotional connection to the brand, customer loyalty is at an all-time high!
- Sales with a side of social impact: Their activism hasn’t hurt their bottom line – it’s strengthened it.
- Credibility and trust: Because they consistently show up, people believe in their commitment.
Unlike brands that only speak up when a social movement is trending, Ben & Jerry’s has a history of backing up its words with real action. This is what sets them apart and keeps their audience engaged.
Most recently, this unwavering dedication to activism saw the brand go viral on TikTok. Following one of their bold political statements, consumers took to social media to express their support – let’s just say you couldn’t get Ben and Jerry’s anywhere! The viral trend not only reinforced the strength of their community but also demonstrated the commercial power of a brand standing firm in its beliefs. In a world where consumers are increasingly mindful of where they spend their money, Ben & Jerry’s proves that purpose-driven PR isn’t just good ethics – it’s good business.
Purpose-driven PR: a trend or the future?
With younger generations leading the charge, purpose-driven PR isn’t just a passing trend – it’s the new normal. Brands that ignore this risk fading into irrelevance, while those that embrace it can build lasting, meaningful connections with their audience.
At Prohibition, we help brands craft purposeful, impactful PR strategies that don’t just generate buzz they create genuine engagement. Whether it’s aligning your brand with a cause, crafting campaigns that drive change, or ensuring your messaging resonates with today’s conscious consumers, we’ve got you covered.
Want to chat about how purpose-driven PR can work for your brand? Drop us a line at hello@prohibitionpr.co.uk or give us a call on 0113 430 4160.
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