Unleashing the power of mission-driven brands

Igniting trust, amplifying sales, and crafting indelible identities.

What's Your Mission?

In today's dynamic and fiercely competitive business landscape, it's no longer enough to merely offer a stellar product or service. Today's consumers are on the lookout for brands that echo their values and convictions. This transformation in consumer behaviour has emphasized the idea of building a mission-driven brand—a company that champions a robust mission and core values as the lifeblood of its identity. The pivot towards mission-driven branding isn't just advantageous for businesses; it's vital for those aspiring to be the trailblazing brands of tomorrow, ensuring the longevity of their enterprises. Businesses, regardless of their size, should contemplate adopting this type of brand approach to stay relevant and secure continuous growth.

Creating unshakable trust

Trust is the bedrock upon which brand-customer relationships are built. When a company boldly shouts its values from the rooftops, it signals to consumers that it's more than a profit-hungry corporation. In this era of social media, it's consumers who hold the reins and steer the ship of companies – it feels kind of nice to be a captain, doesn't it? Brands, in reality, represent the intricate connection between consumers and their beloved products, and at the heart of these connections lies trust—a trust that's built one interaction at a time. Brands perceived as meaningful outperform the market by a staggering 222%. Having a purpose is not only great for the world, but also for the bottom line.

Take the beloved, Patagonia, for instance. It has etched a trust within its customer base by spearheading environmental issues. The company's mission statement, "We're in business to save our home planet," is more than mere words—it's a manifesto. Patagonia actively supports environmental causes, urges customers to mend their gear instead of purchasing new items, and most notably, transferred ownership of the company to a non-profit organization to ensure that all of its profits are employed to tackle climate change and protect untouched landscapes across the world – now that's something that we can really get on board with.

A truck with "worn wear" on the side parked in front of a mountain
Photo: GQ – How Patagonia Became Fashion’s Favorite Outdoor Brand

Purpose powers sales

A robust mission can also catalyze sales and revenue. When consumers resonate with a brand's values, they're more likely to stand behind that brand over rivals. Mission-driven brands go beyond just business; they cultivate unwavering brand loyalty. They forge lasting value by sparking positive word-of-mouth chatter and craft emotional bonds with individuals. This, in turn, elevates customer retention rates and bolsters reputation among stakeholders, resulting in heftier profit margins. People are inclined to rally behind businesses that echo their values, and are willing to make investments in these companies for the long haul.

Change is Good is a social enterprise with 100% of its profits going back to the life-changing addiction programs offered at The Calgary Dream Centre. As a donation-based secondhand clothing store, they focus on the curation of preloved clothing and housewares – changing the game when it comes to how we donate.  Over the years, they've grown a super-fan following of customers who not only love their products, but have fully bought into the story and mission behind the CIG brand.  Through and through, their business is steeped in meaningful purpose from their products to their profits. Not to mention, they're also just fabulous people in general.

A woman stands behind a sales counter in a retail store.
Photo: Change is Good

Crafting an unforgettable brand aura

Mission-driven brands often become unforgettable due to the distinct aura their mission delivers. This distinctiveness propels them into the spotlight in an otherwise crowded marketplace. A whopping 88% of consumers emphasize the significance of authenticity when determining the brands they favor and support.

Our pals at Nugu exemplify the incredible influence of mission-driven decision-making, grounded firmly in their core values. Nugu's ethos is crystal clear: forging a sustainable future by upholding mindful production practices, social fairness, and an eco-friendly economy. They walk the talk, from their eco-conscious production hubs and worker accommodations to their unwavering support for indigenous artisans through skill-building initiatives and entrepreneurial guidance. At its very essence, Nugu was born to weave a tapestry of sustainability—for local indigenous communities and the broader global family.

A group of people sit outside under a tree drinking tea.m
Photo: Nugu

Inspiring and mobilizing audiences

Companies that are driven by their values have the ability to inspire and mobilize audiences on a profound level. When consumers form an emotional connection with a brand's mission, they don't just become customers; they become advocates and champions. They yearn to be part of the positive transformation the brand embodies.

By focusing on meaningful causes, these brands kindle a sense of purpose that transcends transactions. They aren't merely selling products; they're peddling a vision of a brighter world. This sense of purpose magnetizes consumers who share those values and aspire to be part of the brand's remarkable journey.


In an era where consumers demand authenticity and social consciousness, mission-driven brands have a distinct edge. They cultivate trust, drive sales, construct unforgettable brand personas, and spark engagement like never before.

As businesses continue to evolve, one fact remains evident: those genuinely dedicated to effecting positive change will not only flourish but also leave an enduring legacy. Mission-driven brands are more than a passing trend; they signify a fundamental shift in how companies connect with their audiences and contribute to a better world. It's a revolution worth embracing and celebrating – welcome to the change.