Purpose was one of the great buzzwords of recent years.

Every brand wanted to show stance.

Take responsibility.

Make the world a little better.

The problem:

Eventually everyone sounded the same.

Sustainable.

Fair.

Together.

Future.

Responsibility.

People have learned to tell the difference between a stance and a campaign about stance.

That does not mean purpose has become unimportant.

On the contrary.

But brands may need to talk about it less and show more of it.

A company that truly changes something has stories.

An employee who makes a decision.

A product developed differently.

A customer whose everyday life has changed.

A consequence that actually costs something.

Perhaps the future of purpose communication is therefore surprisingly simple:

Do not say what you stand for.

Show what you do something for.

#frischebrise|