Consumers and employees are demanding more from the brands they support, it’s no longer enough to just sell a product or offer a paycheck. Companies must define their purpose, take meaningful action, and rise to the occasion.
Consumers and employees are making it clear—companies can no longer afford to sit on the sidelines when it comes to social responsibility. More than ever, people are using their wallets and their careers to support businesses that stand for something meaningful. It’s not just about having a good product or competitive pay; today’s consumers and employees want to align with brands that contribute positively to society. The world is saying, “Do good, or I’m out.”
So, how does a company rise to this challenge? It starts with defining a corporate soul, a purpose beyond profits that guides how a brand operates, communicates, and engages with the world.
Brands Leading the Way
Big-name brands are proving that social purpose can drive engagement and success. Nike sparked national conversation (and a 10% revenue jump) with its Colin Kaepernick campaign. P&G continues to take a stand on social justice through brands like Ben & Jerry’s. Even legacy companies like Apple and BMW have deeply integrated sustainability and corporate responsibility into their core operations. These brands understand that taking a stand is not just good PR—it’s a competitive advantage.
Time to Step Up
The reality is simple: companies that don’t define their purpose and act on it risk losing relevance. Whether it’s sustainability, diversity, ethical sourcing, or community engagement, brands that embed their values into every aspect of their operations will be the ones that earn lasting consumer trust.
At JNA Advertising, we believe that great brands don’t just sell, they stand for something. Now is the time to rise to the occasion and define what your corporate soul truly means.
