Social purpose branding approaches: a typology of how brands engage with a social purpose

Abstract

Purpose

As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social issues. In a rush to remain socially relevant, brands have approached SPB differently; some genuinely intend to advance the social issue, while some intend to capitalise on social movements to mobilise the brand. This paper aims to explain these differences by theoretically outlining various approaches to SPB.

Design/methodology/approach

This mixed method paper draws on theory, interviews with marketing practitioners, and practical exemplars to present a typology of SPB approaches. 

Findings

Using institutional logics theory, SPB is categorised into four approaches: social purpose-driving, social purpose-driven, social purpose-aligning and social purpose-washing.

Research limitations/implications

The typological framework for SPB advances this domain to outline effective and ineffective ways for brands to engage with social issues. A detailed agenda for further research is provided to guide ongoing SPB research. 

Practical implications

The typology presented reduces complexity and helps marketers understand the different approaches to engaging with a social issue. Given the growing intertwinement of brands and social issues, this research is essential for brands seeking to advance a social issue and remain relevant.

Originality/value

This paper offers a novel conceptualisation of SPB by defining it, identifying a framework of its characteristics, and detailing four SPB approaches. 

Citation

Gray, H., Dolan, R., Wilkie, D.C.H., Conduit, J. and Burgess, A. (2024), "Social purpose branding approaches: a typology of how brands engage with a social purpose", European Journal of Marketing, Vol. 58 No. 5, pp. 1207-1240. https://doi.org/10.1108/EJM-08-2022-0588