Brand Purpose as the Next Marketing Paradigm

Research output: Book chapterConference contributionpeer-review


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.

Original languageEnglish
Title of host publicationAdvances in National Brand and Private Label Marketing - 9th International Conference, 2022
EditorsFrancisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva
PublisherSpringer Science and Business Media B.V.
Number of pages9
ISBN (Print)9783031065804
Publication statusPublished - 2022
Event9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022 - Barcelona, Spain
Duration: 27 Jun 202228 Jun 2022

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


Conference9th International Conference on Research on National Brand and Private Label Marketing, NB and PL 2022


  • Brand purpose
  • Communication
  • Sustainability


Dive into the research topics of 'Brand Purpose as the Next Marketing Paradigm'. Together they form a unique fingerprint.

Cite this