Brands discovered in 2023 that purpose could be divisive like political platforms.
Chick-fil-A, a company built on Christian values, found itself simultaneously shunned by the left for its past stance on LGBTQ+ issues and by the right for its recent commitment to diversity. This wasn’t an isolated incident. From clothing chains to coffee shops, brands with purpose-driven messages stumbled into unexpected minefields, their attempts to connect with consumers backfiring spectacularly.
Brewing company Heineken similarly faced backlash from all sides of the political arena with its purpose-driven foray into sustainability marketing. On the right, the company’s new zero-waste packaging was mocked by right-wing personalities for using “woke buzzwords.” And, despite having good intentions to reduce plastic waste, Heineken’s attempt to capture more progressive Gen Z consumers sparked cries of virtue signaling on social issues unrelated to its core beer products.
Divided Society And Plunging KPIs
As controversies engulfed one high-flying brand after another, several systemic impediments emerged behind the scenes thwarting purpose-driven marketing’s potential. From Bud Light sparking ire with a transgender influencer partnership to Gucci fumbling its North American sales with missteps on social issues, companies striving for a higher purpose appeared unprepared for the divisiveness of a society driven by political partisanship, culture wars, and constant social media amplification.
Bud Light’s inauthenticity triggered boycotts that dethroned it from the top U.S. beer spot and sent parent company AB InBev’s revenue plummeting 13.5%. Meanwhile, Target’s cautious retreat from some Pride support sparked accusations of abandoning core