Brand Purpose as the Next Marketing Paradigm

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Companies nowadays face the challenge of communicating their sustainable initiatives, due to consumer scepticism and poor or even negative commercial impact of initiatives to date. While literature is scanty in analysing the challenge of communicating sustainability, the goal of this paper is to shed light on how brands can take advantage of the ever-increasing consumer focus on sustainability. Methods include 14 in-depth interviews with top management of multinational firms in the Spanish FMCG sector. Results highlight the importance and difficulty of communicating sustainability benefits that are relevant to the consumer. A relevant implication of the study is that Sustainability Communication (SC) must start internally, transforming employees into brand ambassadors. SC addressing consumers needs to be genuine and product-specific. “showing” the sustainable benefits without the sales goal being evident. Brand purpose must be in the DNA of the corporation to be successful.

Idioma originalAnglès
Títol de la publicacióAdvances in National Brand and Private Label Marketing - 9th International Conference, 2022
EditorsFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva
EditorSpringer Science and Business Media B.V.
Nombre de pàgines9
ISBN (imprès)9783031065804
Estat de la publicacióPublicada - 2022
Esdeveniment9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022 - Barcelona, Spain
Durada: 27 de juny 202228 de juny 2022

Sèrie de publicacions

NomSpringer Proceedings in Business and Economics
ISSN (imprès)2198-7246
ISSN (electrònic)2198-7254


Conferència9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022


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