Purpose or popularity? The battle brands face in the digital age

For years, purpose has served as a North Star for brands wanting to connect with consumers on a deeper level. In its truest form, purpose goes beyond a brand’s functional benefits to embed core values into the very mission of the brand. However, in today’s digital world of fleeting interactions,  

influencer culture, and viral trends, purpose faces a new set of challenges. It raises the question: Can purpose survive in a digital ecosystem optimized for speed and surface-level engagement?  

Is purpose evolving, or is it at risk of being lost in the shuffle of likes, shares, and viral moments? 

Digital ephemerality vs. deep connections 

Digital platforms like TikTok, Instagram, and Twitter thrive on quick, attention-grabbing content that is meant to be consumed, liked, and then scrolled past. This ephemerality poses a challenge for brands with purpose-driven missions that require deeper, lasting engagement.  

Platforms favour “moments” over sustained engagement, pushing brands to constantly produce content that keeps them relevant in the moment. While this offers visibility, it also risks diluting a brand’s purpose, encouraging campaigns that may grab attention briefly but lack the depth to create a real connection. 

Influencer partnerships: The credibility challenge 

Influencers have become an essential part of digital marketing, helping brands amplify their reach. However, the sheer volume of endorsements some influencers handle—promoting products as varied as luxury cosmetics one day and eco-friendly travel gear the next—can create a “one-size-fits-all” feel, weakening the emotional impact of any single brand association. 

Strong core purpose drives lasting relevance 

Leading brands stay relevant across digital platforms because they are anchored in a clear, authentic purpose. This core foundation allows them to engage in fleeting digital trends while maintaining credibility and relevance.  

Nike uses its commitment to empowerment and courage to create content, like the Colin Kaepernick campaign, which goes beyond trends. This core mission ensures its digital messaging is impactful and aligns with the brand’s values. 

Dove remains consistent with its real beauty and self-confidence mission, challenging beauty norms in ways that feel genuine. This foundational purpose allows Dove’s content to be relevant and trusted, not just trendy. 

Ben & Jerry’s brings social activism into its digital presence, engaging in timely issues while staying true to its core commitment to social responsibility. This strong purpose makes its messages resonate as authentic rather than opportunistic. 

These brands show that a clear, authentic purpose can drive content that is both relevant and impactful. Brands lacking this core may create buzz, but without meaning, they risk fading with the next trend. 

Metrics vs. meaning: The struggle for lasting impact 

One of the biggest tensions brands face on digital platforms is the pull of engagement metrics—likes,  shares, and comments—that often favour content with a “viral” quality. For purpose-driven brands, 

the emphasis on engagement can be a trap, leading to campaigns that prioritize visibility over substance. Brands may feel pressured to participate in trends or quick-fix messages that get attention but lack the lasting impact that true purpose demands. 

Purpose-driven messages often require depth, yet digital platforms often reward simplicity and speed. Brands that prioritize metrics over meaningful connection risk undermining the very purpose they aim to uphold. Nike, Dove, and Ben & Jerry’s have shown that purpose-driven campaigns can thrive on digital platforms, but they also reveal that the real measure of purpose lies in actions, not metrics alone. 

Conclusion: Purpose in a fast-paced digital world 

Purpose isn’t dead, but it is evolving in the digital age, where engagement can easily overshadow substance. Brands that endure in this fast-paced environment are those that manage to balance trend-based content with an authentic commitment to purpose. A clear and consistent purpose doesn’t just resonate in the moment; it builds lasting memory structures in consumers’ minds,  strengthening long-term brand equity. In the end, the brands that lead will be those willing to slow down, prioritize depth over quick engagement, and prove that purpose is more than a moment. Only then, do they have a chance to build a legacy that consumers can recognize and trust over time.