When the world shakes, brands rush to post. A trending tragedy appears on the timeline, and your page is immediately swamped with black squares, hashtags, and messages of support. But scroll a bit farther, and the same company may be posting sales promos or influencer selfies only days later, as if nothing had occurred. Consumers see through this. In fact, they expect more.

Welcome to an era where purpose is no longer a “moment”, it’s a mandate.

Purpose is a Posture, Not a PR Move

Brands sometimes mistake purpose for a one-time campaign: a glossy ad during Women’s Month, a tweet on Independence Day, or a sponsorship during an election season. While they might be crucial touchpoints, they are insufficient. The question today is not, “Do you care?” It’s the following: “Do you care consistently?”

Are you approaching your mission as an ongoing commitment, or as something you dust off when the spotlight shines?

The Trust Gap is Real, and Widening

People in Nigeria and elsewhere are becoming more wary of companies that appear just when it is convenient. Purpose-washing (the marketing equivalent of greenwashing or performative allyship) is not part of the consumer lexicon.

Here’s what they’ve noticed:

• You claim to assist SMEs, yet your supply chain reveals a different tale.
• You promote inclusion, but your leadership team does not represent it.
• You encourage young voices, but the payment for artists is only “exposure.”

Consistency Doesn’t Mean Constant Noise

Let’s be clear: being purpose-driven does not imply tweeting about every disaster. In fact, businesses that say less but do more are gaining trust.

Consistency may refer to:

• Developing long-term community projects rather than simply money campaigns following calamities.
• Partnering with marginalized voices all year, not just during themed months.
• Incorporating purpose into the product and process, rather than merely advertising.

What Brands Should Do Now

This is where you should begin if you want your company to be seen as trustworthy, caring, and forward-looking:

Check your deeds against your ideals.

What are the holes? Where can you go from making claims to making lists?

Use every day to do something for your ideals.

Teach your staff. Change the rules for vendors. Set aside money for more than just thoughts.

Know when not to talk.

Being quiet isn’t always a bad thing. It’s okay to miss the big news if you aren’t ready, connected, or educated enough to make a difference.

Don’t change anything.

It takes time to build trust. Keep coming even when no one is cheering.

In today’s hyper-aware society, value-based marketing is not a choice; it is expected. Because people do not just recall what you say amid a crisis. They recall what you did while no one was looking.

So, ask yourself: Is your brand’s mission authentic enough to last beyond the headlines?

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