Research shows that consumers expect more of brands than ever. They want to buy from brands who share their values, ethics and beliefs. And brands that are clear about being led by purpose rather than profit are seeing increased visibility and more sales.

Why are things changing? Surely people just want to buy the cheapest food and drink brands, no matter what?

Well, no, actually. Increasingly, people are driven to look for brands who care. Brands who have clear values and ethics and who can prove they mean them. Brands that give back to their communities. Brands that support change. This can include:

• A focus on plant-based ingredients

• Clear commitments to sustainability, climate change and social responsibility

• Brands that re-invest in social projects and support struggling communities

• Paying employees and suppliers properly and ensuring ethical working conditions

• Taking ingredients, processes, packaging and wellbeing seriously

Give me an example

Let’s look at Better Nature. This is a plant-based food brand that sells delicious meat-free alternatives using tempeh. With a mission to promote plant-based eating that improves health and wellbeing, is good for the planet and avoids any animal products, Better Nature believes in living a life without compromising the things that really matter.

The company’s purpose is clear, its food is delicious and it backs up its promises. Better Nature’s tracker shows that since launch in January 2020, it has saved the equivalent of more than 425,000 kg of CO2 compared to if people had eaten beef, pork or chicken instead of Better Nature’s products.

Or what about One Planet Pizza? Standing out from the fast-food crowd, One Planet Pizza knows that people still want food to go, but that they are increasingly looking for options that are healthier and where things like packaging and delivery are environmentally-friendly. The company uses only plant-based ingredients and pizzas come in zero-to-landfill packaging. And by planting a tree for every order placed, it’s also giving back to the planet.

A purpose-led revolution

Experts believe that the COVID-19 pandemic has accelerated the rise of the purpose-led business. People have become more aware of their health, of the importance of looking after the planet and of the difference between companies who care and companies who don’t. And they want to spend their money with companies who care.

A recent report by Accenture Strategy showed that 62% of consumers wanted the brands they buy from to take a stance on issues close to their heart. And food delivery company Deliveroo reported a 330% increase in vegan orders in the past two years. So, it’s clear that the more brands engage with their customers on their ethical approach, their ingredients and sourcing and their overall positive purpose, the more attractive they will be.

What can you do

• Be authentic – consumers are savvy. They’re not taken in by snappy taglines – they want to know there’s commitment and reality behind what you say.

• Be clear – know what you stand for and state it clearly and transparently. Businesses are not perfect, so it’s also fine to be open about the things you might be changing in order to do things better. This might be better packaging; more thorough supplier checks or the way you give back.

• Be visible – use your website, adverts and social media to show that you’re walking the walk. It helps your customers to connect with your brand and see that they are choosing to spend their money with the right people.

All food and drink brands should identify their "WHY" i.e. purpose If you need help with putting your values in place or communicating them to your customers, give us a call – we work with some great purpose-driven brands, like Better Nature and Mindful Bites, “We believe there is a better way to eat.”

Our mission is to create food choices that reflect our values. Better for us and for the planet and we can help you share your purpose with the people who matter. All of the above aligns perfectly with what retailers are crying out for, so why not be a pioneer of the purpose driven movement?

All of the above aligns perfectly with what retailers are crying out for, so why not be a pioneer of the Purpose Driven movement? At Titan Brands, we work with some great Purpose Driven Brands, including the ones mentioned above; if you need help putting your values in place or communicating them to your customers give me a call on 07932 814237.