The Power of Purpose: Why Brands Must Communicate Their ‘Why’ in 2025

Ben Veal
May 14
3 min read

In a world defined by rapid change, stakeholder scrutiny and global uncertainty, businesses that lead with purpose aren’t just admired — they thrive.

In 2025, purpose-driven communication is no longer a nice-to-have; it’s a strategic imperative. Today’s consumers, employees, and investors are actively seeking organisations that stand for more than profit. They want clarity, authenticity and alignment between a company’s actions and its values.

At Second Mountain Comms, we help purpose-led brands communicate with integrity and impact. But what is the real value of communicating business purpose — and how can organisations get it right?

Why Business Purpose Matters More Than Ever in 2025

The data speaks volumes.

According to Deloitte’s 2024 Global Marketing Trends report, 57% of UK consumers now say they are more likely to buy from brands that reflect their personal values. In the US, that figure rises to 63%. And the expectation doesn’t stop with customers — 75% of Gen Z and Millennial employees in the UK say they prefer to work for a company whose purpose goes beyond profit.

In 2025, audiences are hyper-aware. They can tell when a brand is genuine or is simply paying lip service to purpose — and they reward those who walk their talk. Businesses that embed purpose into their communications build trust, increase loyalty and differentiate themselves in competitive markets.

Purpose Creates Connection

When businesses articulate and amplify their true purpose, they create emotional connections. These aren’t built on promotional campaigns or slogans — they’re built on stories, consistency, and relevance. Purpose-led communications humanise your brand. They show your audience what you believe, why it matters, and how you’re making a difference.

The Harvard Business Review found that companies with a clearly defined and consistently communicated purpose experience 10% higher growth rates than their competitors.

That’s no fluke.

Purpose fuels loyalty, advocacy, and alignment, from customers to employees and investors.

Communicating Purpose Beyond Profit

So how do you communicate purpose in a way that’s credible and compelling?

At Second Mountain, we work with clients to build communication strategies that move beyond buzzwords and embrace what makes their organisation unique.

Here are three powerful ways to bring your purpose to life:

1. Brand Storytelling That Resonates

Effective storytelling is one of the most powerful ways to show — not just tell — your audience who you are. At Second Mountain, we help clients uncover the emotional core of their brand and turn that into narratives that resonate. Whether it's founder stories, customer impact, or community partnerships, storytelling translates purpose into connection.

Explore how we do this in our Brand & Purpose Strategy work: What We Do

2. Consistent Internal and External Messaging

Your people are your most powerful brand ambassadors. But they need clarity and conviction to speak about your purpose. That’s why internal alignment is crucial.

Our Messaging Exploration and Narrative Development services ensure your teams are inspired, engaged, and equipped to live your purpose from the inside out.

Purpose-led communication isn’t just external — it starts within. We support organisations to create internal messaging frameworks, leadership narratives, and employee engagement content that aligns with your purpose at every touchpoint.

3. Sustainable, Strategic Media and Campaign Planning

Sporadic announcements and disconnected campaigns won’t cut it anymore. Those days are long gone. Your purpose must now be woven into every channel, from press releases and social content to annual reports and digital assets.

Through our PR & Media Relations and Campaign Planning, we help brands build long-term credibility and visibility. Audiences need to see and hear your purpose consistently — over time and across platforms. That’s what builds reputation. That’s what drives impact.

Real Purpose, Real Impact

Let’s be clear: communicating purpose is not about spin. It’s about sharing the true "why" behind your business and showing how it informs everything you do — from hiring practices to product design to social impact. When done right, purpose-led communication is a growth driver, a trust builder and a cultural foundation.

And it’s not just about meeting audience expectations. It’s about doing work that matters, with meaning and momentum.

Why Purpose-Driven Brands Choose Second Mountain Comms

At Second Mountain Comms, we exist to help purpose-led organisations communicate with clarity, authenticity, and heart. We're not here to add fluff. We're here to uncover your truth, amplify your voice, and drive real connection through strategic communications.

Our team has worked with global brands, challenger startups, non-profits and social enterprises — guiding each one to articulate their purpose and communicate it powerfully. Whether you’re defining your brand strategy, launching a campaign or embedding purpose into your employee experience, we’re ready to support you.