Bullshit-driven, I mean purpose-driven brands

Did yall hear the good news? The Conscious Consumer Spending Index is UP, UP, UP from 39 to 51 this year. This is an "evaluation of the importance consumers place on purchasing from socially responsible companies" and other similar qualities. This is a good thing, right? MEH.

In this same survey, Amazon and Walmart were voted number 1 and 2 in the "Top 20 Good Company Poll." Amazon and Walmart. This tells me the survey respondents' understanding of "good" and "conscious" are very different from mine. How can we take the rest of the survey seriously? "Do-good behaviors are all trending in positive directions." K great, but wasn't that determined from people that think Amazon and Walmart are do-good companies? MEH. 

There's more. This study is being put out by a group that offers "socially responsible marketing." Yeah, no incentive or bias to interpret data positively there.

Branding agencies are taking these data points as proof you must "build a purpose-driven brand." Bullshit. If you are an existing brand and are just now thinking "we need to be purpose-driven, socially responsible," then you're full of shit and fake. That's not being driven by purpose, that's a strategy. Purpose-driven brands come from the purpose, not the other way around.

I'm not against purpose at all. In fact, I'm very much FOR it, I just think we need to very specific in what we mean by "purpose." Why does it have to be a social good for society? Why can't it be a social good for the subculture that the brand exists within? Why can't it simply be passion for a product/service or the benefit it creates? Why can't it be a drive against status-quo? 

Of course, I want to buy from and work with brands that are driven by something other than money. A controlling idea maybe. Or buy-in as Philip Morgan has written about. I want brands that are fueled by something greater. But this fake-ass, self-righteous version of "purpose?" MEH.