By Anthony Looney, VIVIFY Co-Founder & Global Creative Director
Let’s be honest…nobody’s falling for it anymore. As we approach 2025, consumers can see straight through brands that claim to care about a cause without actually doing anything meaningful. It’s called Purpose-Washing, and it’s one of the fastest ways to destroy your reputation.
People aren’t just looking for products, they’re looking for values, honesty, and proof that your brand is doing what it says it stands for. If you’re all talk and no action, you’re not just losing their trust, you’re making them actively dislike you.
What Exactly Is Purpose-Washing?
Purpose-Washing is when a brand slaps on a cause, like social justice, diversity, or sustainability, without actually committing to it. It’s performative. It’s shallow. And it’s way too common.
Sound familiar? Think about these examples:
- Pepsi’s Kendall Jenner Ad: The infamous ad tried to “borrow” from social justice movements without any real connection to the cause. The backlash was brutal and deserved.
- Shein’s Factory Tour: Inviting influencers to a carefully curated factory didn’t erase the brand’s issues with labor exploitation. Consumers weren’t buying it (literally).
- H&M’s Conscious Collection: Promoting a line as “sustainable” without transparent proof only added fuel to the greenwashing fire.
These missteps don’t just fail they actively push people away.
Why Purpose-Washing Doesn’t Work
Here’s the deal: People don’t expect perfection, but they do expect honesty. If your brand claims to care about something, it better have the receipts to back it up.
Today’s consumers, especially Gen Z, have no problem calling out fake behavior. They want to see action real, measurable action not just empty words. Purpose-Washing doesn’t just make you look bad; it destroys trust. And trust is everything.
The Brands Getting It Right
Now, let’s talk about the brands that actually get it. They’re not just jumping on trends they’re building movements:
- Telfar: “Not for you, for everyone” isn’t just a tagline. Telfar has built an accessible luxury brand that stands for equity and belonging.
- Patagonia: Environmental activism isn’t just a campaign for Patagonia, it’s who they are. From donating profits to repair initiatives, they’ve turned purpose into action.
- SKIMS: Kim Kardashian’s shapewear brand is more than products; it’s a statement on inclusivity. By celebrating bodies of all shapes and sizes, SKIMS proves purpose is more than a buzzword.
These brands don’t just talk about values, they live them. And that’s why people trust them.
How to Avoid Purpose-Washing
Want your brand to stand for something real? Here’s the no fluff guide:
- Start with Action: Purpose isn’t something you say, it’s something you do.
- Be Transparent: Consumers don’t expect you to have it all figured out. What they care about is honesty.
- Prove It: Back up your claims with real results. No one’s taking your word for it anymore.
The Bottom Line: Be Real or Get Left Behind
Purpose-Washing isn’t just lazy, it’s dangerous. People are demanding authenticity, and if your brand can’t deliver, you’re already losing.
But here’s the good news: You don’t have to be perfect. You just have to be honest, do the work, and show up for the causes you care about.
So ask yourself, are you walking the walk, or are you just talking?
