It’s fair to say that in recent years, the marketplace has changed substantially when it comes to the types of brands standing out. Instead of surface level bright colours, catchy slogans and big ad spend, consumers are now seeking to connect with something deeper: they want to understand the why behind the business and are increasingly invested in whether what they’re purchasing has a high ethical or carbon footprint.
In the world of branding and communications, word choice and colour palettes still have their place, but, as a purpose and values-led agency, for Oxygen every design choice is grounded in a conscious understanding of purpose and what makes a brand tick. And this is where brand strength is elevated.
92% of consumers trust brands that are socially responsible or environmentally friendly
Research shows that ethical brands are more likely to be trusted by consumers; and not just by a small percentage. They are paving the way for how business should be done – often through transparency in their supply chain, the way they treat their employees and how they approach their carbon footprint. In many cases, these brands have certifications that solidify their commitments. For the others, it’s about how clearly and consistently a brand communicates its values through actions, not words. The challenge for many businesses isn’t having purpose, but how to articulate it in a way that feels authentic, credible and embedded across every touchpoint.
Purpose is at the core of what we do at Oxygen, and we typically see brands thrive when purpose is treated as a strategic foundation, rather than an add-on, marketing tactic, or compliance check-box. When a brand understands its why beyond profit, a greater clarity emerges. It’s this clarity that informs everything form messaging and visual identity, to culture, partnerships and long-term sustainability. It also acts as a guiding principle for when tough decisions come knocking (and they always do).
Purpose-driven businesses grew by 175% between 2008 and 2020, compared to just 70% for low-purpose brands
Why are these brands performing so well, especially at a time where we are seeing financial hardship, global uncertainty and negative news stories on repeat? As Simon Sinek famously wrote:
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
Sinek’s now iconic idea of starting with WHY resonates because it cuts through complexity. Purpose, in a true form, isn’t a mission statement hidden in a website footer. It’s the reason a business exists and a belief that shapes decision, behaviour and direction.
Brands that truly understand their why use it as a filter to guide which opportunities to pursue, which partnerships make sense, how teams are led and how success is measured. When purpose is clear, consistency follows. This is what builds trust in the long-term.
Identifying purpose doesn’t require endless meetings or grand promises. Often it can be uncovered by asking the right questions – What problem do we exist to solve? What impact would be lost if we disappeared tomorrow? Purpose lives at the intersection of what a business is genuinely good at, what its people care about, and what the world actually needs.
When purpose is built into a brand from the beginning – articulated clearly and embedded at every touchpoint – it becomes a growth driver to align teams and build loyalty, creates emotional connection with audiences and increase brand trust, and acts as a strategic compass.
Struggling with how to embed your purpose across your digital touchpoints? Chat to our team and find out how Oxygen can help make your brand more resilient.
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
