Not long after, he started giving out socks to the homeless to and from work, eventually finding that socks were among the most valued items of people living on the streets. The business he founded in 2013, Bombas, would end up being an ally for the unfortunate, donating a pair of socks to homeless shelters across the country for pairs sold. Today, as part of Bombas’ onboarding process, every new hire must hand out 10 pairs of socks to the homeless within the first two weeks on the job.

“This wasn’t just a marketing tactic; it was a fundamental part of their business model,” says David Miskin, the renowned creative marketing executive, brand consultant and luxury expert, who today serves as Chief Creative Officer at Kasumigaseki Capital. “Over the years, Bombas has donated millions of pairs of socks to those in need—a mission that has deeply resonated with its customers. People love knowing that their purchase is making a difference, and this sense of purpose has cultivated incredible loyalty and trust in the brand.”

Bombas’ purpose-driven marketing model is a powerful reminder that when your brand’s purpose is authentic and directly tied to your product, it can create meaningful connections with your audience and drive sustainable success. The stories of brands doing the same thing are endless. TOMS Shoes. Patagonia. Airbnb. Ben & Jerrys. Warby Parker. And the list goes on.

“Purpose-driven marketing is about forging authentic connections with people,” says Miskin, whose fingerprint can be found on brands like ABC Carpet & Home, Lamborghini, Kraft Heinz, WeWork, Marriott, NBC Universal, Samsung and Starbucks. “It’s not just about selling a product or service, but about embodying values that resonate with your audience. Today’s consumers seek out brands that reflect their beliefs and contribute to a greater cause. This approach is crucial because it elevates your brand, making it both memorable and meaningful. When your brand stands for something, it inspires loyalty and fosters lasting relationships with your customers.”

The strategy, which begins with an understanding of your brand’s core values, can establish an identity for what you truly stand for and the mission you want your audience to follow. When executed effectively, purpose-driven marketing can dramatically enhance loyalty and trust. Today, consumers are drawn to brands they believe are making a meaningful impact. The connection they make with a brand is not just theoretical, but a reflection that can be seen in repeat business, positive customer feedback, and an overall uplift in brand sentiment. “These metrics clearly show that when your purpose resonates, it not only attracts but also retains customers who believe in what you stand for,” Miskin says.

The Long Run

Pamika Horsaengchai’s entry into the digital marketing domain was somewhat of a self-taught experience. She started building her own fashion e-commerce business in 2014, which ended up contributing to her business experience and improved her knowledge about the online world. After working with a digital marketing agency, Horsaengchai latched on to a young start-up company, where she gained insights into how businesses could be scaled. In 2021, she launched Sapiens Growth Agency, which reflects her deep-seated values of innovation, sustainability, and ethics—the latter being a driver for her.

“Unlike traditional strategies that emphasize product features and benefits, purpose-driven marketing seeks to forge a deeper emotional connection with consumers by identifying what I like to call an emotional anchor,” Horsaengchai says. “Purpose-driven marketing is now recognized as a vital strategy for brands, especially for those aiming to connect with consumers on a deeper level. You can see many businesses in the healthcare, insurance, and political campaign sectors becoming very purpose-driven.”

Horsaengchai believes purpose-driven marketing must become an essential part of every brand’s strategy, especially those targeting the growing Gen Z consumer base. With younger generations becoming increasingly discerning, they expect brands to champion meaningful causes. According to research from Brandwatch, 80% of consumers feel more connected to brands whose values align with their own. So when brands align with ethical practices, they don’t just gain repeat buyers—they cultivate a community of passionate supporters. “To make the connection feel more genuine, it is important for brands to focus on social causes that resonate with their core values.”

For example, Horsaengchai’s family has been in the renewable energy industry for years, where driven by a deep concern for the environment, she watched them transition their business from manufacturing fiber optics to renewable energy. “This commitment to sustainability is why my company, Sapiens Growth Agency, chose Stripe as our payment service provider. We appreciate how Stripe donates 1% of our revenue to carbon removal efforts. This cause is personal to me, and it reflects in the way we run our business. It’s a fantastic example of integrating social responsibility into business practices and showcasing that commitment transparently.”

Up to the Challenge

For more than half a century, Challenge Unlimited has served individuals with disabilities, functioning as a socially responsible enterprise in the non-profit sector. Known as a dependable partner to both the private sector and governmental entities, the accredited Community Rehabilitation Program (CRP) provider offers employment initiatives, support services, training facilities for skill development, and community-based living alternatives.

Marketing Manager Stephanie Schrage has a firsthand look at how purpose-driven marketing can significantly influence customer loyalty and trust—impact she says can be measured through metrics such as brand sentiment, customer retention rates, and social media engagement. The key is not only in the buy-in from your audience, but also from your team. “To ensure these initiatives are perceived as genuine, brands should align their purpose-driven initiatives with their core business strategy and involve employees at all levels in these initiatives.”

And while purpose-driven marketing can be essential in building a deeper connection with your consumers, you must be careful to not over-promise and under-deliver. “If you are not diligent, purpose-driven marketing can present challenges such as skepticism from consumers who may perceive it as a marketing gimmick,” Schrage warns. “You can address these challenges by demonstrating commitment through consistent actions over time, sharing measurable outcomes of your initiatives, and engaging in open and honest communication with their audience.”

In a time when consumers are in step with everything and anything a brand does, purposeful promotions must represent a meaningful shift in how it connects with its audience. By aligning marketing efforts with global causes, you not only drive positive change, but also foster deeper, more authentic relationships.