6 Inspiring Purpose-Driven Marketing Examples from Real Brands

Purpose-driven marketing isn't just a trendy new buzzword. It's a powerful force for change– and something consumers are increasingly looking for in the brands they choose to support.

But what does purpose-driven marketing actually look like in action? If you’ve been pondering this question, you’re in the right place

In this blog post, I share some of my favorite purpose-driven marketing examples from brands we all know and love. Stick with me, and you’ll walk away with not only a better understanding of purpose-driven marketing, but ideas and inspiration to inform your next campaign.

But first, let’s quickly cover…

What Is Purpose-Driven Marketing?

Before we dive into purpose-driven marketing examples, let's clarify what purpose-driven marketing is all about.

At its core, purpose-driven marketing is a strategy where businesses align their brand with a meaningful cause or purpose beyond profit. It's not just about selling products; it's about making a positive impact on the world.

In purpose-driven marketing:

Brands identify a cause or issue they genuinely care about.
They integrate this cause into their business model, messaging, and practices.
Marketing campaigns focus on supporting that cause alongside products or services.
Brands aim to have a positive impact through their marketing– whether through driving awareness for a cause, or driving business growth in a way that supports the brand’s greater purpose or mission.

Done well, purpose-driven marketing helps brands drive business growth while also driving positive impact. The following purpose-driven marketing examples should give you an idea of what “done well” looks like– and hopefully, inspire your own ideas.

Purpose-Driven Marketing Examples

These purpose-driven marketing examples are pulled from a variety of brands. For the purpose of this blog post, I chose to focus on specific marketing campaigns rather than the brands themselves.

The goal is to share purpose-driven marketing campaign examples to help you better understand the concept and the many ways it can play out across channels. Let’s dive in.

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Patagonia's "Worn Wear" Campaign

Patagonia is considered by many to be a leader in purpose-driven business and marketing. I could write a full blog post on the many brilliant marketing moves of Patagonia, but for now we’ll zoom in on one of my favorites: the Worn Wear Initiative and corresponding campaign.

Patagonia launched its "Worn Wear" program to encourage customers to buy used Patagonia clothing, repair their worn-out items, and recycle them when they're beyond repair. This, of course, aligns beautifully with Patagonia’s commitment to sustainability and reducing environmental waste.

Other brands might have rolled out such a program quietly, as it could detract from full retail price sales. Not Patagonia. Their launch campaign was designed to not only introduce the initiative, but get people actively involved– and they invest in ongoing marketing for the program.

Key Campaign Details:

"Worn Wear" Marketplace: Patagonia created an online platform where customers can buy, sell, and trade used Patagonia clothing.
Repair Tours and "Worn Wear" parties: The brand hosted repair events across the U.S., fixing thousands of garments for free, and hosted "Worn Wear" parties at various store locations.
Designated Social Media Accounts: In addition to promoting the program on their main accounts, Patagonia created a dedicated Instagram account and Facebook group. These accounts are actively maintained to this day.
Digital Content: Patagonia creates a wealth of digital content to promote the program across channels. For example, they created a “Stories We Wear” video series highlighting the many ways their customer base uses– and reuses– Patagonia clothing.

Worn Wear is a great example of a purpose-driven marketing campaign. It aligns with the brand’s values and reinforces their commitment to sustainability, while fostering real communities of Patagonia-lovers around the U.S.

As a bonus, the program elevates the perceived value of Patagonia clothing. Each piece is not just an article of clothing; it's a symbol of durability and sustainability, capable of leading multiple lives.

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Dove's "Black Hair is Professional" Campaign

Dove, known for their groundbreaking "Real Beauty" campaign, continues to champion their core values through purpose-driven marketing. As co-founders of the CROWN Coalition, Dove collaborates with LinkedIn and Ogilvy in their “Black Hair Is Professional” campaign, which takes a resolute stance against race-based hair discrimination.

This campaign addresses the longstanding prejudice faced by Black individuals, particularly women, regarding their natural hair in professional settings. Its central goal is to raise awareness and advocate for the CROWN Act, a piece of legislation aimed at eradicating racial discrimination linked to hair.

Key Campaign Details:

Real Stories and Representation: Central to the campaign's success was the inclusion of real women and their stories. Dove's digital content featured authentic narratives of Black women who had experienced hair discrimination, making the issue more real, relatable, and human.
Digital Content: Dove's campaign leveraged digital content across various online platforms to promote the cause and spread awareness. This included engaging videos, social media posts, and informative articles that resonated with their audience.
Social Media Engagement: Dove actively used its social media presence, including dedicated Instagram accounts and Facebook groups, to amplify the campaign's message. These platforms served as hubs for discussions, testimonials, and solidarity among supporters.
Hashtag Campaign: The campaign introduced and popularized the #BlackHairIsProfessional hashtag on social media. This hashtag not only united supporters but also encouraged others to share their stories and experiences related to hair discrimination.
Educational Initiatives: Beyond awareness, Dove and LinkedIn jointly launched educational initiatives. These initiatives included free access to 10 LinkedIn Learning courses focused on fostering equitable work environments.
Promotion of the CROWN Coalition: As co-founders of the CROWN Coalition, Dove actively promoted the coalition's efforts to advocate for anti-hair discrimination legislation. The campaign harnessed the collective power of over 100 organizations to drive change.

Dove's "Crown Act” campaign serves as a compelling example of purpose-driven marketing in action, showcasing the brand's commitment to creating a more inclusive and equitable world where everyone is treated fairly, regardless of their hair type or texture.

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TOMS' “Wear Good Share Good” Campaign

Most people know TOMS through their famous “One for One” model, in which they donate a pair of shoes for every pair that was purchased. While their initial model has evolved over the years, TOMS commitment to positive impact has remained steadfast. This is exemplified through both their generous donation model and purpose-driven marketing campaigns for various causes.

One example is their "Wear Good, Share Good" campaign. For World Mental Health Day, TOMS gave 10 mental nonprofits in 10 countries $10,000 each. The also rolled out a limited edition "Wear Good "pair of shoes to promote the campaign.

Key Campaign Details:

World Mental Health Day: TOMS announced the campaign in celebration of World Mental Health Day, timing the campaign with a relevant issue people are already talking about.
Special Edition Shoes: TOMS rolled out a special edition pair of shoes featuring the campaign tagline "Wear Good" to get people excited and encourage real-life conversations.
Global Campaign: Ten different countries were featured in the campaign, aligning with key messaging points and brand beliefs that everyone deserves access to mental health resources.
Digital Content: TOMS supported the campaign with content across channels, from various video ads on social to in-depth educational content on their website. The ads served to both drive awareness for the campaign and promote related products.
Diverse Representation: Content and ads for the campaign featured a diverse representation, including people from disadvantaged backgrounds. This taps into the need for de-stigmatizing mental health and provide culturally relevant mental health support.

TOMS “Wear Good Share Good” campaign effectively spread awareness about mental health, encouraged important conversations, and drove sales for relevant campaign products. It also provided $100K in mental health support, and got their brand in front of new cultural demographics.

Ultimately, the campaign succeeded in both driving business and helping others, while aligning with TOMS' commitment to having a positive impact.

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The Body Shop's "Forever Against Animal Testing" Campaign

The Body Shop, a well-known cosmetics and skincare brand, has a strong history of activism across various causes, including social justice and climate change.

One of their most prominent and enduring campaigns is their relentless fight against animal testing, embodied in their "Forever Against Animal Testing" initiative. This campaign underscores their unwavering commitment to animal welfare and their mission to secure a permanent global ban on cosmetic animal testing.

Key Campaign Details:

Global Petition: At the center of the campaign was a worldwide petition initiated by The Body Shop to end cosmetic animal testing. It garnered millions of signatures.
Partnerships: The Body Shop partners with various organizations, such as Cruelty Free International, to raise awareness about animal testing and mobilize citizens to petition governments against this practice
In-Store Advocacy: The campaign was prominently featured in The Body Shop's retail stores, inviting customers to sign the petition against animal testing. Some locations even hosted mascots and live demonstrations to engage visitors.
Outdoor Advertising: Leveraging high-traffic outdoor advertising spaces, the campaign calls on the public to join the fight against cosmetic animal testing. This opened the campaign (and brand) to people who might not be their usual demographic.
Digital Content: The Body Shop created a series of videos addressing the issue of animal testing to spread awareness, encourage activism, and highlight The Body Shop's commitment.
Hashtag Campaign: The introduction of the hashtag #ForeverAgainstAnimalTesting has rallied activists and like-minded organizations to join the cause.
Live Protests and Demonstrations: The Body Shop organized a series of protest demonstrations, including outside of the United Nations HQ, urging organizations to ban cosmetic animal testing and helping to spread awareness and collect petition signatures.
Global Impact: Presenting their petition to the UN has spurred action in countries worldwide, with local teams advocating for policy changes related to cosmetic animal testing.

The "Forever Against Animal Testing" campaign is a remarkable example of purpose-driven marketing. It effectively raised awareness about cosmetic animal testing, engaged millions of people worldwide in petitioning efforts, and influenced policy changes in numerous countries.

Simultaneously, the campaign bolstered The Body Shop's brand awareness and customer loyalty, drawing more individuals into their orbit and driving sales as customers flocked to their stores and website to support the cause.

IKEA's Fortune "Favors the Frugal" Campaign

In a world facing environmental challenges, IKEA launched its "Fortune Favors the Frugal" campaign to redefine the meaning of frugality. Instead of negative associations, IKEA aimed to showcase the positive aspects of leading a thrifty and sustainable life, benefitting both individuals and the planet.

Metaphor: The campaign begins with a massive meteor made of waste hurtling toward Earth, symbolizing environmental threats.
Urgent Message: A news reporter emphasizes the urgency of changing habits and the impending disaster.
Positive Transformation: A young girl takes initiative, triggering positive actions on Earth that gradually disintegrate the meteor, highlighting the power of collective change.
Digital Content: IKEA creates a series of impactful videos and online content that showcase the campaign's message and encourage sustainability.
Outdoor Advertising: Leveraging high-traffic outdoor advertising spaces, the campaign emphasizes the importance of sustainable choices and their impact on the environment.
Community Engagement: IKEA encourages communities to unite in the face of environmental challenges, fostering a sense of collective responsibility.

Ben & Jerry's "If It's Melted, It's Ruined!" Campaign

Ben & Jerry's, the beloved ice cream producer, has a rich history of activism and a commitment to social justice and environmental causes. One of their standout campaigns is their "Climate Change Campaign," which aims to address the pressing issue of climate change and its impact on our planet.

Key Campaign Details:

Live Marches and Demonstrations: Ben & Jerry's actively participates in climate change marches worldwide, using video content to showcase their involvement and highlight facts and figures related to climate change.
Campaign Name: The campaign name "If It's Melted, It's Ruined!" cleverly tied into both climate change and their ice cream product by using the idea that if ice cream melts due to rising temperatures caused by climate change, it not only ruins the ice cream but also symbolizes the broader threat to our environment caused by global warming.
Public Petitions: The company leverages these marches to raise awareness about their online petition, which has garnered over 3.5 million signatures. This petition was presented at the United Nations Climate Summit in 2015, contributing to the Paris Agreement's formation.
Video Content: Ben & Jerry's released videos that creatively depict the effects of a 2°C temperature increase on ice cream and the environment, making the issue relevant to their product as well as engaging.
Innovative Solutions: Ben & Jerry's developed the "Chunkinator," an Anaerobic Floatation Reactor, to convert ice cream waste into bio-gas, which powers their factories and significantly reduces greenhouse emissions.
Digital Content: Ben & Jerry's created and shared digital content, including videos, blog posts, and online articles, to educate, inform, and inspire their audience about climate change issues, the Paris Agreement, and their own sustainability efforts, aiming to raise awareness and drive engagement on social media platforms.
Social Media Content: Ben & Jerry's used social media to raise awareness about climate change by sharing videos, engaging in online conversations, promoting their climate-related petitions, and actively participating in discussions related to climate issues, fostering dialogue and engagement with their audience on platforms like Facebook, Twitter, and Instagram.
Introduction of Vegan (Non-Dairy) Ice Cream Flavors: Ben & Jerry's expanded its product offerings by introducing vegan ice cream flavors, aligning with the campaign's sustainability goals by promoting less polluting and environmentally friendly options for consumers while addressing climate change concerns.

Ben & Jerry's "If it's melted, it's ruined!" climate change campaign stands as a compelling example of purpose-driven marketing in action. Through strategic social media engagement, raising awareness, and offering sustainable products, the company showcases how aligning values with impactful campaigns can drive both social change and brand loyalty, making it a notable addition to the roster of purpose-driven marketing examples.

Unleash the power of purpose-driven marketing

In today's world, consumers are seeking more from brands than just products or services—they're looking for purpose and impact. Purpose-driven marketing has emerged as a potent tool for businesses to drive meaningful change. We've explored inspiring examples of purpose-driven campaigns, showcasing their potential to create a better world.

At Wholeheart Agency, we specialize in helping brands harness the power of purpose-driven marketing. Whether it's championing social justice, sustainability, or other meaningful causes, we can guide you in crafting campaigns that resonate with your audience, drive positive change, and elevate your brand.

If you're ready to embark on a purpose-driven journey that benefits your business and society, explore our services today. Let's use marketing to inspire, engage, and drive lasting change.