Social Purpose and Brand Purpose: A Marketing Perspective

Abstract This chapter explores the evolving role of marketing in purpose-driven organizations, emphasizing the integration of social purpose with brand purpose. As organizations increasingly recognize their responsibility to address societal and environmental challenges, brand purpose has become a critical element in operationalizing social purpose within marketing strategies. The chapter presents a conceptual model and guiding propositions that links brand purpose, brand activism, and brand authenticity, demonstrating how these elements collectively enhance brand social performance. By aligning brand purpose with genuine social commitments, organizations can facilitate trust, loyalty, and deeper connections with stakeholders. The chapter argues that this holistic approach is essential for businesses seeking to differentiate themselves in the marketplace, drive innovation, and contribute positively to society. As consumer expectations evolve, the successful alignment of social purpose with brand purpose will be instrumental for long-term business success and societal impact.