Why purpose matters

Most businesses pour their energy into polishing products and services - and with good reason. Great things sell, right? But in the process, something quietly slips away: the “why.”

When businesses don’t take time to define their purpose, a few things tend to happen:

• Distraction: Without a clear anchor, it’s easy to spin on the spot — pulled by trends, outside advice, or shiny new opportunities.

• Tunnel vision: Success becomes defined solely by financial metrics. Customers become transactions, teams become resources. There is less fulfilment, joy or impact.

• Missed connection: Customers don't see you for all that you are; they have less to 'buy into', and little to emotionally align with. 

Purpose doesn’t guarantee success. But without it, you’re more likely to drift.

Not every business necessarily needs lofty ideals. But anchoring your work in a deeper sense of purpose – even at a small scale – can bring long-term clarity, energy and direction.

It makes your marketing meaningful, and turns your work into your calling.

Purpose leads, product rules

Let’s be clear: purpose isn’t a substitute for a great product. It’s the strategic lead, not the star of the show.

Purpose gives direction and distinction. Product earns trust and loyalty. When either is missing, things fall out of balance. But when they work in tandem, that’s where the real momentum builds.

Some argue that customers only care about value, not your “why.” But the evidence tells another story.

Edelman’s 2023 Trust Barometer found that 64% of consumers buy based on belief - actively buying or boycotting brands based on their values. The Zeno Group's global study showed that consumers are up to four times more likely to buy from purpose-led businesses. This aligns with Simon Sinek’s now well-known insight that “people don’t buy what you do; they buy why you do it.”

People are drawn to businesses that stand for something - brands they can trust and emotionally align with.

That emotional trust matters. Especially in purpose-led or service-based sectors, where relationships and resonance make the difference. And even in more transactional markets, when everything else is equal, the brand with a more authentic point of view usually wins.

Why purpose matters now

We’re living in a time shaped by climate crisis, inequality, disconnection and burnout. In that context, purpose isn’t just a “nice to have.” It’s how you stay focused, energised and relevant - to your customers, to the world, and to yourself.

Yes, being able to choose your purpose is a privilege. But if you have that freedom, maybe it’s also a responsibility - to build something that contributes, even in a small way, while earning your keep.

If your first motivation is to pay the bills or support your family, you’re not alone. But beneath that, there’s often a deeper story. Why this path? Why now? Why you?

And even inside profit-first organisations, a strong personal sense of purpose makes it more likely you’ll spot - and act on - the moments to bring it to life.

Purpose isn’t a statement. It’s a practice.

It’s not about crafting the perfect words. It’s about working with intention.

Once you know what you stand for, you’ll feel the focus, energy and agency that comes from being grounded in your place in the world. From there, you can shape a brand, a message, and a business that truly resonates - with others, and with yourself.

It’s not about being perfect, or worthy, or good.

It’s about choosing to lead with heart. And that choice, over time, changes everything.