A strong sense of purpose is a powerful way to engage consumers, gain preference, and grow a brand. However, in today’s world standing for something can be daunting - it needs to be authentic and certainly not performative. Purpose from any brand or company that comes across as disingenuous - or merely aligning with  the ‘cause’ of the day - quite rightly runs the risk of being called out across all channels - predominately social media - which can be a damaging affair. 

Those in the public eye, including brands, are increasingly at risk of  becoming victims of 'cancel culture'. A recent study showed that no brand was immune from this phenomenon, even those with the most loyal followers. The public have also become much savvier about what they buy and consume, and vocal when their expectations are not met. Between April 2020 and March 2021, the UK broadcasting watchdog received 142,660 complaints, a 410% rise on the previous year. In this context, brand safety is more important than ever before. However, by trying to protect their reputation, could advertisers be missing out on valuable audiences and blocking content that supports their brand values? 

Brands can easily lose sight of their purpose by taking an overly cautious approach to demonstrating what they truly stand for. In other words, the industry is at real risk of Purpose Paralysis. 

This is especially true in a media landscape where those media brands standing for something are under threat. Take Channel 4, which since its inception has been tasked with showcasing original content and addressing the diverse tastes of people across the UK, helping people stand up for what they believe in. Jamie’s School Dinners and Derry Girls, based in Northern Ireland, are excellent examples of this. However, the threat of privatisation looms. And with it, Channel 4’s current desire to expand its operation and content production across the whole of the UK is in danger. This year, the channel spent 50% of its commissioning budget outside of London, but future owners may choose to streamline operations and cut investments in those same production companies. In what has been described as ‘cancel culture at its worst’, there is a clear threat to this powerful platform, with a drive for profitability potentially taking precedence over its diverse offering. The impact is a loss in the projection of diverse British life and British values.

It is already a critique of the media industry that many agencies and brands are too London-centric. London isn’t the world, and it’s not Britain. Inclusivity means including views of people from all cultures and lifestyles, even if they aren’t to everybody’s taste. 

If you want your brand to take a side or promote a cause, don’t make the assumption that mainstream audiences feel the same way you do. Right-of-centre views are a valid and essential part of a healthy democracy, and quality media that serves viewers outside the fetishised metropolitan ABC1 demographic is long overdue. Understand, don’t cancel the opposite of your beliefs. For brands, it is increasingly crucial to read and watch widely outside of the London echo chamber to represent more diverse audiences.

In the same way, media is the final frontier of brand purpose. There’s a wealth of evidence proving the environment and context in which people interact with brands is critical. Exercise caution on where, what and with who. In the world of social media, for example, where content is less regulated, we continue to see upsetting and offensive incidents - such as the abuse received by English footballers in the aftermath of Euro 2021 - despite measures taken by the major platforms to curb such subject matter. 

Even the more regulated world of TV isn't without its problems. Programmes such as Love Island and Jeremy Kyle have raised real concerns regarding the mental health of participants, with suicides linked to both shows in recent years. Whilst Jeremy Kyle is now off the air, Love Island continues to court controversy while delivering strong ratings and a unique young audience on linear TV. Brands need to be cautious within these media environments and balance the desire for numbers with having a moral purpose behind the scenes.

The key to success is authenticity. Have the courage to articulate your brand’s core values. Stay true to who you are and what you stand for. Some of the most successful brands have been the bravest, pushing the boundaries to create incredible, thought-provoking content that inspires and leads to positive change. 

Remember, most consumers are more willing to forgive a company for making a mistake if it shows a genuine attempt to change - don’t be paralysed by not wanting to express your purpose.