Purpose is not irrelevant for brands, but it can’t just be lip service.
Purpose is only a meaningful strategic lever if a brand manages to act it out and activate it in a way that resonates with the consumer. When that happens, you turn your brand into social capital.
If you don’t live your purpose or live it in a way that doesn’t resonate, then it’s useless.
The best way to do it is to stand for purpose, not search for it.