Beyond the Pretty Picture: Social Purpose in Practice, an Autoethnographic Analysis of TABOO Period Products

Abstract This chapter explores the complexities of enacting social purpose branding through a detailed examination of TABOO Period Products, a social enterprise existing to eradicate period poverty. Drawing on an autoethnographic approach, this chapter integrates theoretical insights and practical reflections to analyse how internal and external purpose determinants can act as mobilizers or demobilizers of social purpose. The analysis highlights the nuanced interplay of factors such as business models, founder influence, organizational culture, and market dynamics, showcasing the challenges and opportunities in enacting social purpose in practice. By addressing the demobilizing factors arising in this process, the chapter emphasizes the importance of authenticity, alignment, and sustainability in purpose-driven branding. Practical recommendations are provided to guide organizations in navigating the intricate balance between social impact and commercial goals. This work advances the theoretical understanding of social purpose branding while offering actionable insights for practitioners.