What’s the Point of Purpose?
At this year’s Cannes Lions, purpose was not positioned as a bonus or an afterthought. It was the thread running through panels, juries, and keynote stages, signaling that the industry is moving from performative gestures to deeply embedded values. For years, purpose in marketing has walked a fine line between sincerity and spectacle. But in 2025, the question was no longer whether brands should have a purpose. Instead, the focus was on how deeply that purpose is integrated into what they do every day.
From Statement to System
One of the clearest takeaways from Cannes was that purpose can no longer live only in a press release or a seasonal campaign. It must appear consistently across a brand’s behavior, operations, and communication. Leading companies such as Unilever, Patagonia, and Mastercard were not speaking about purpose as a separate initiative. They described it as a central business strategy that drives innovation and builds long-term trust. This shift is moving purpose beyond identity into the architecture of decision-making. Audiences today are more discerning, and brands that treat purpose as a momentary trend rather than a guiding principle are quickly losing relevance.
Creativity With Consequence
Throughout the festival, one theme stood out clearly. Purpose without creativity falls flat, but creativity without purpose risks becoming noise. The most impactful work this year was not only imaginative, it was intentional. In a marketplace saturated with content, audiences gravitate toward brands that stand for something meaningful, not just those that aim to sell more. Brands like Dove, Google, and IKEA were recognized not because they announced their values, but because they demonstrated them with clarity and consistency. The work that earned the spotlight was thoughtful, culturally attuned, and courageous in its message. This reinforced the idea that purpose, when aligned with great creativity, becomes a powerful business asset.
Purpose Is a Long Game
Perhaps the most unifying insight from Cannes this year is that purpose is not a tactic. It is a long-term commitment. The brands that are succeeding are not the ones chasing short-term attention. They are the ones building trust through consistent actions, clear principles, and meaningful relationships with their audiences. Purpose shows up in how a brand behaves, especially when there is no spotlight. This level of integrity is what drives loyalty in an era where consumers are quick to hold companies accountable and even quicker to move on when they feel disappointed.
Why It Matters Now
In a time marked by cultural shifts, economic uncertainty, and rapid technological change, brands are being called on to lead. Purpose helps them navigate complexity by offering clarity, direction, and relevance. It is not a distraction from commercial success. It is a critical driver of long-term value and cultural resonance. Cannes Lions 2025 made that clear. Purpose is no longer a differentiator for a select few. It is becoming the baseline expectation.
So What’s The ‘So What’?
At its best, purpose is not about big statements. It is about consistent actions. It is not performative or trendy. It is strategic, human, and real. The brands that understand this are not only standing out creatively. They are also building something far more valuable, enduring trust. In a world of fleeting attention and endless choice, purpose may be the most important story a brand can tell. More importantly, it may be the most important story a brand can live..
