In today’s evolving marketplace, consumers aren’t just buying products—they’re buying into values.
Brands like Nike and The Body Shop thrive not just through innovation or quality, but by leading with purpose. These companies are excellent examples of purpose-driven brands that align with what consumers care about most: sustainability, empowerment, and real-world impact.
The Rise of Brands with a Mission
Let’s take Nike. Many of us love their products, but did you know that by purchasing Nike, you’re supporting the “Move to Zero” campaign? This is Nike’s bold commitment to achieve zero carbon and zero waste, with many of their products now made using up to 75% less carbon. It’s a perfect illustration of sustainable branding in action.
Another example is The Body Shop—an iconic name in ethical beauty. Beyond selling cruelty-free skincare, The Body Shop runs the “Enrich Not Exploit” campaign, which focuses on women’s empowerment, ethical sourcing, and community growth. Even their packaging uses recycled materials, reinforcing their role as a brand with a mission.
Purpose: The Soul of a Brand
Purpose is no longer a marketing trend; it’s the core of brand identity. As one speaker at a recent forum said, “Purpose gives a brand its soul.” This idea was brought to life during an insightful discussion moderated by Valen Yu, Chief Marketing Officer of RCBC. A seasoned business leader, Valen has held key roles at Abbott Nutrition, Kimberly-Clark, and Procter & Gamble, with over 20 years of global marketing experience.
Learning from Leaders of Purpose
Rowena Barte-Villar: Sustainable FMCG Leadership
One of the panelists, Rowena Barte-Villar, General Manager of Generation HOPE, Inc., shared her experiences leading a purpose-driven FMCG business. A CPA and Gallup-certified coach, Rowena has over two decades of leadership at global companies like Nestlé, Reckitt, and Unilever. Her work centers on sustainable development and driving growth through purposeful action.
Maria Lisa Castro Yang: Aligning with Consumer Values
Maria Lisa Castro Yang, another distinguished panelist, has over 24 years of experience in purpose-driven marketing. Having worked with Ayala Malls, Nestlé, and Melaleuca, she now consults for wellness brands and serves as a marketing educator. She stressed the importance of aligning brand campaigns with consumer values.
Valen Yu: Purpose-Driven Campaigns in Asia
Valen shared her work with Kimberly-Clark’s Kotex brand in Southeast Asia. At the time, Kotex was struggling in some markets. Through the “I Know” campaign, which educated young women about their bodies, Kotex not only addressed a social need but redefined feminine care. The campaign doubled Kotex’s business in the region and transformed public perception of the brand.
She also highlighted Kimberly-Clark’s Defend brand, designed for people experiencing incontinence. Instead of relying on outdated diaper stereotypes, the Defend brand offers stylish, discreet solutions—an example of innovation that respects dignity, especially for older adults.
Healthcare with Heart: Abbott’s Purpose
Valen also worked with Abbott, a global healthcare company whose mission is to “add more life to your years.” One of their products, Ensure Gold, is designed to support healthy aging, not just for hospital patients but active adults seeking better nutrition. During the pandemic, Abbott shifted the narrative around value vs. cost, emphasizing the importance of health as an investment. The result? A 35% sales growth and renewed consumer trust.
Banking on Sustainability: RCBC’s Commitment
RCBC, the fifth-largest private bank in the Philippines, is leading the way in sustainable branding. According to Valen, the bank has committed to achieving 12 out of the 17 UN Sustainable Development Goals. RCBC has already supported over 18,000 local sustainability projects—from green financing to community development.
For RCBC, building legacies is not just about wealth, but about creating resilient, inclusive communities. By placing purpose at the center, they’ve demonstrated how even financial institutions can act as stewards of long-term societal change.
The Bottom Line: Purpose Fuels Sustainable Success
As reactor Owen Cammayo and Maria Lisa Yan reflected during the session, the most successful brands today are those that make purpose central to their business strategy, not an afterthought. Purpose isn’t just about doing good—it’s a strategic advantage that builds trust, fosters loyalty, and drives sustainable growth.
From sportswear to skincare, banking to healthcare, brands are learning that when they act on their values, consumers respond. In the words of one speaker, “Stick close to what your consumers truly need, and profits will follow.”
In the end, it’s not just about profit or purpose—it’s about integrating both. Because the most impactful brands of tomorrow will be the ones that lead with mission, innovate with heart, and grow with intention.
Lead with Purpose, Grow with Impact
Looking to build or join a purpose-driven brand? At John Clements Consultants, we help organizations and professionals align with values that matter. Contact us today to take the next step toward meaningful growth.
