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Built For Meaning
Built for Meaning is a podcast about the psychology of identity, belonging, and the lifelong search for meaning.
Hosted by Stephanie Jiroch, researcher, strategist, and creator of the Donor Identity Framework™, each episode explores why humans do what they do—from the communities we join and the causes we support to the brands we love, the identities we create, and the stories we tell ourselves.
Drawing from behavioral psychology, media psychology, consumer behavior, and real-world research, Built for Meaning uncovers the hidden forces shaping how we connect, contribute, and become.
If you've ever wondered why people stay loyal, why communities thrive, or what truly gives life meaning, you're in the right place.
Built For Meaning
#30: Brand activism, purpose & the rise of 'woke' advertising
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‘Does brand purpose drive profit?’ This is the question I often get by clients waking up to the value of aligning with a cause in an age of non-stop political, economic, and social uprisings.
My answer? “Maybe.”
I say maybe because aligning with purpose isn’t an all or nothing strategy. Can it help? Sure. Can it drive new business? Of course. Can it make the world a better place? Yup. Can it better define your customer base? Mm-hmmm.
But it’s not guaranteed.
Today I want to share with you the three types of purpose that brands commonly embody and share why ‘woke advertising’ (a type of marketing strategy aimed at bringing attention to social issues via brands that target niche consumers) may not be your best bet.
And to download the FREE guide mentioned in this episode, click here: https://stephaniejiroch.lpages.co/brand-activism-guide
Resources:
- Forbes article on Millennial consumerism: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/#235055f96c8f
- Tom Roach's article on brand purpose: https://thetomroach.com/2020/06/23/truth-lies-and-brand-purpose-the-biggest-lie-the-ad-industry-ever-told/
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