15 examples of purpose driven brands
A brand's mission and vision should be at the heart of everything they do. In the history of business, this has typically meant that brands and companies exist to make more money for their shareholders. Consumerism has been winning, until now.
The tide is turning as consumers, like millennials and Gen Z, are increasingly drawn to purpose-driven brands. They want brands to prioritize their values and mission as much as their financial goals, with a clear focus on social or environmental causes. Consumers are now seeking to align their purchases with their personal values, making purpose-driven brands more appealing.
A purpose-driven brand is a company that is guided by a clear mission or purpose beyond simply making a profit. These brands prioritize their values and purpose in their decision-making processes and are committed to making a positive impact on society or the environment. They often have a clear social or environmental mission that resonates with consumers who are increasingly interested in supporting brands that align with their values.
By prioritizing purpose and values alongside profit, purpose-driven brands work to create a positive impact on the world and build stronger relationships with consumers who share their values. In this post, we'll showcase 15 purpose-driven brands that are well-known and successful, and examine what makes them stand out.
1. Patagonia
This year, instead of going “for profit”, Patagonia went “for purpose” when it sold all its shares to planet earth. The company is known for its high-quality outdoor gear, but it's also recognized for its commitment to using sustainable materials, reducing waste, and supporting environmental causes. I love their blog because it’s all about the preservation of our planet and includes stories about new national parks and the impact nature has on us all.
Here’s how Patagonia’s founder announced he was selling all his shares to protect the earth.
“It’s been a half-century since we began our experiment in responsible business. If we have any hope of a thriving planet 50 years from now, it demands all of us doing all we can with the resources we have. As the business leader I never wanted to be, I am doing my part. Instead of extracting value from nature and transforming it into wealth, we are using the wealth Patagonia creates to protect the source. We’re making Earth our only shareholder. I am dead serious about saving this planet.” Yvon Chouinard, Patagonia founder, former owner, and current board member said.
2. The Parks Project
When I go to a National Park, I always try to find a t-shirt from Parks Project when I’m there. This brand creates beautifully designed t-shirts and merchandise that raise money for specific parks projects in our national parks. To date, they have given back over $2.5 million dollars to preserve national parks around America.
This brand not only does good for our planet but it’s also getting a lot of attention in the fashion world. Fashion brands like Free People and Urban Outfitters sell merchandise from Parks Project, and this stuff sells out often.
3. Chipotle
In the food industry, Chipotle has built an authentic brand that brings healthy food to the table. It was the first national restaurant brand to commit to using only responsibly raised meat with some of the highest animal welfare standards. Chipotle was also one of the first national restaurant brands to commit to goals on local and organic produce.
4. Warby Parker
Warby Parker is a glasses company that is committed to making eyewear accessible to everyone. The company offers affordable glasses, and for every pair sold, it donates a pair to someone in need. Warby Parker is also dedicated to reducing its carbon footprint and supporting sustainable practices.
5. Bombas
Bombas is a sock company that is dedicated to making high-quality, comfortable socks while also supporting homeless communities. For every pair of socks purchased, Bombas donates a pair to a homeless shelter. These socks are made with high-quality materials and feature fun design elements. Plus there’s a a wide variety of styles and colors.
6. Seventh Generation
Seventh Generation is a cleaning products brand that is committed to sustainability and environmentalism. The company also uses plant-based ingredients and works to reduce waste and pollution.
This brand has helped change the way the cleaning industry works. There are a lot of unsafe and potentially toxic chemicals in traditional cleaning products. Seventh Generation gives brand transparency.
7. The Body Shop
The Body Shop is a beauty brand that is committed to ethical and sustainable practices. The company sources its ingredients from small farmers and cooperatives around the world, and is committed to reducing its environmental impact.
This brand believes that “business can be a force for good” so it’s here to help empower entrepreneurs and “drive purpose as well as profit”.
8. Beautycounter
Beautycounter is a beauty brand that is committed to safe and sustainable products. This brand is committed to promoting transparency and education in the beauty industry, which is pretty rare.
The company has a strict "never list" of ingredients that it avoids in its products. It also has resources to help us all learn what kind of beauty products we are actually using. This kind of information can help build a more informed consumer.
9. Allbirds
Allbirds is a shoe company that is committed to sustainable and ethical practices. The company uses sustainable materials such as wool and eucalyptus and is dedicated to reducing its carbon footprint. With a mission to reduce its environmental impact, Allbirds has become a leader in sustainable fashion by implementing sustainable practices in their entire supply chain.
From the design of their shoes to their packaging, Allbirds has put thought into making a positive impact on the world. Their shoes come in a range of styles and colors, making them suitable for any occasion, whether you're going for a run or dressing up for a night out.
10. B Lab
B Lab is a non-profit organization that certifies purpose-driven businesses through its B Corp certification. The certification recognizes companies that meet high standards of social and environmental performance, accountability, and transparency.
B Lab offers two main certifications: the B Corp Certification, which assesses a company's overall social and environmental performance, and the GIIRS Rating, which evaluates a company's impact on specific areas such as governance, workers, community, and the environment.
By promoting sustainable business practices and providing resources for businesses to improve their impact, B Lab aims to create a more just and sustainable global economy. B Lab has a global network of over 4,000 certified B Corps across 150 industries in 77 countries. In fact, some of the other companies listed in this blog are certified B Corps.
11. RareForm
RareForm is a brand that not only produces stylish and durable bags and accessories but also takes sustainability seriously. By repurposing used billboards that would have otherwise ended up in landfills, RareForm creates unique, one-of-a-kind products with their own colors and patterns.
But RareForm doesn't stop there, as the brand is also committed to giving back to the community. With its innovative approach to sustainable fashion and philanthropy, RareForm sets itself apart as a brand that not only looks good but also does good.1
12. Everlane
Everlane is a clothing brand that is committed to transparency and ethical practices. The company shares information about its factories and production costs and is dedicated to using sustainable materials.
Radical transparency is a key value to Everlane as a brand, and they take this very seriously. You can be sure that every material is sources from the best and most ethical factories around the world.
13. Stonyfield Farm
Stonyfield Farm is a yogurt brand that is committed to organic and sustainable farming practices. The company sources its milk from small family farms, and is dedicated to reducing its carbon footprint.
This brand actually started as a nonprofit organic farming school that needed to make a little money so they used the farm’s cows and became yogurt makers. It’s been 40 years, but they are still committed to creating healthy and organic food.
14. Honest Company
The Honest Company is a consumer goods company founded in 2011 by actress Jessica Alba with a mission to provide safe and effective products for families. The company offers a wide range of products, including baby and personal care items, household cleaners, and vitamins and supplements. All of their products are free from harmful chemicals and are made with natural and sustainable ingredients. The Honest Company is also committed to transparency, providing customers with a list of all ingredients used in their products, as well as information about their sourcing and manufacturing processes.
In addition to their dedication to creating safe and sustainable products, The Honest Company also supports various social and environmental causes through their Honest to Goodness program, which includes initiatives such as product donations to families in need and partnerships with non-profit organizations. For those seeking safe and eco-friendly products for their families, The Honest Company is a great choice.
15. Thrive Market
Founded in 2014, Thrive Market offers a wide range of products that are free from harmful chemicals and additives and are ethically sourced. Their inventory includes everything from organic food and snacks to clean beauty products and household essentials. By offering these products at prices lower than traditional retail, Thrive Market is able to make healthy living more affordable for everyone.
Thrive Market is dedicated to reducing its environmental impact by using eco-friendly packaging and supporting sustainable farming practices. With a mission to make healthy living easy and accessible, Thrive Market is a great choice for those who want to live a healthy lifestyle while also supporting a company with a positive social and environmental impact.
Having an idea to make the world a better place is the best place to start when building a new brand. In today’s world, these purpose-driven brands have emerged as a new type of company that prioritizes their mission and values alongside profits. These brands are committed to making a positive impact on the world and are resonating with consumers who want to support companies that share their values.
Are you building a purpose-driven brand, but not sure where to start? We’ve put together a free brand planning guide to help you get started.
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