We are asked a cross-section of the industry to see if consumers are on the same page in terms of trust with brands when it comes to purpose-drive goals. Especially with some companies readjusting their sustainability commitments, alongside consumers’ poor perception of brands’ efforts towards purpose-driven goals.
Here’s what the experts had to say:
MAYBE
Shamrock Nevis
Senior Creative Director, Tuesday Communications
Show me the impact. Don’t tell me the math. Just taking a leaf of the Adidas Parley playbook. Done right and relatable, sustainable initiatives pay off. And it isn’t going away anytime soon. The planet will send us a shrill reminder every now and then. Purpose-skewed work is a whole other thing. Not everyone is looking for purpose in a burger, shampoo or bag of chips. When it is true to a brand like Renault’s Cars to Work – we love it. Don’t love it when it’s just a manifesto with a Morgan Freeman-esque VO. Switch to my show please.
NO
Daniel Thompson
Global Client Lead, UM
It remains unclear how much climate change has been affected by all the hot air of over-hyped or questionable claims made by agencies and clients about purpose, sustainability, or general “aren’t we wonderful” messaging. Consumers want to trust brands, and when the claims are logical and backed by evidence, they do trust. However, the rush to be seen as focused on purpose has led some brands to overreach, as a notorious activist investor pointed out, to paraphrase, that the true purpose of mayonnaise is simply for salads and sandwiches. The most credible brands are those quietly driving real, purposeful, and sustainable change – and sharing their progress when it truly matters.
YES
Carla Klumpenaar
GM, Marketing, Communication, Home Furnishing and Retail Design, IKEA
Consumers increasingly seek brands they trust, and purpose-driven goals are central to building that trust. At IKEA, we believe trust is earned through transparency, action, and delivering on our commitments. Aligned with our new sustainability strategy, our focus remains on addressing climate, nature, and circularity. We aim to inspire and enable healthy, sustainable lifestyles by making sustainable living affordable, attractive, and accessible for all. Consumers want more than promises. Through circular business practices, sustainable-first campaigns, and tangible progress across every aspect of our operations, we show that our purpose goes beyond words – it’s a commitment to real, lasting change.
YES
Shazia Syed
GM, Personal Care Unilever Middle East & Turkey and Head of Customer Development, Unilever Arabia
As per our research, brands that prioritise eco-friendly practices and social responsibility are more likely to resonate with consumers in the GCC. Eco-consciousness is increasingly playing a crucial role in shaping brand advocacy and influencing purchasing decisions.
But this trust is nuanced and influenced by several factors. Trust in digital interactions is crucial. Consumers in the UAE expect brands to be transparent, consistent, and respectful of cultural sensitivities. Personalisation is key, but it must be balanced with privacy concerns. So, overall, while our consumers are becoming increasingly open to value, and purpose-driven initiatives, brands must navigate these expectations carefully, ensuring transparency, cultural sensitivity, and a strong commitment to ESG principles to build and maintain trust.
YES
Ahsan Fakih
Digital Media Buyer, Amber Communications
The average consumer has no reason to mistrust a brand, as they don’t spend enough time thinking about whether they do or don’t trust an organisation. I believe that consumers for the most part take these things at face value and move on with their day. There are much larger purchase factors at play such as convenience, style, and most importantly price that influence a consumer’s purchase decision. If a brand has a larger, more positive purpose they are serving besides corporate greed, then that’s great for them. But if these products or services come at the inconvenience of the customer, they don’t care much for them and choose the brand that fits those larger goals.
NO
Sara Samad
Business Director, Interesting Times
Brands must stop underestimating consumers’ intelligence. With greater access to information, people are more conscious of what they support through their purchases. As a result, they are critical of shallow, inconsistent purpose-driven marketing campaigns. Consumers are holding brands accountable and seeing through efforts to whitewash unethical practices, as evidenced most recently by the revival of the BDS movement in the region and declining sales of many brands. Corporations have a responsibility to act ethically and protect consumer and environmental interests, but that requires authenticity, transparency, consistency, and, most importantly, real impact.
YES
Ban Samara
Senior Director, Planning, PHD Media
Millennials and Generation Z (Gen Z) often prefer to align their personal values with the brands they support. These generations place a high emphasis on social responsibility, authenticity, and ethical practices when making purchasing decisions. They value brands that are genuine in their messaging and actions, and have the intuition to quickly detect and disengage from brands that appear insincere or are ‘purpose-washing’. With widespread internet access and social media, Millennials and Gen Z can easily research brands to see if their actions align with their stated values. Brands that effectively demonstrate a genuine commitment to shared values are more likely to earn their trust and loyalty.
YES
Mai Cheblak
Head of Corporate Marketing, Emirates NBD
But with caution. While consumers do trust purpose-driven brands, that trust is fragile and highly dependent on how authentically, consistently, and genuinely a brand demonstrates its commitment. Consumers today are quick to recognize when a brand’s purpose is merely a marketing tool rather than a core business value. To maintain trust, brands must go beyond surface-level campaigns and consistently align their actions with their stated goals. When purpose is deeply embedded and transparent, it resonates with consumers. However, any misalignment or perceived opportunism can quickly undermine trust and damage credibility.
NO
Khaled AlShehhi
Executive Director Marketing and Communication, UAE Government Media Office
While many brands set ambitious purpose-driven goals, consumer trust often falls short due to a disconnect between promises and actions. This gap erodes trust, especially when companies adjust or scale back their commitments. Purpose-driven marketing must be backed by consistent, transparent actions that align with the values they claim to support. Without genuine, measurable change, consumer scepticism is likely to grow, making it hard for brands to gain or retain trust in their purpose-driven initiatives.
MAYBE
Stephen Worsley
Regional Managing Director, Golin MENA
Purpose-led marketing looks good on paper but can sometimes appear confected and condescending. Purpose defines a company’s reason to exist beyond merely making money. That’s a good thing. It’s an expression of an organisation’s legal personality. It makes the company or brand more relatable to the average person. But, companies can get into hot water when they attempt stakeholder advocacy that strays too far from their purpose or appears to do so to their consumers. The infamous Bud Light-Dylan Mulvaney controversy is a case in point. Companies and brands want to do the right thing, and so they should, but there are limits to the legitimacy of even the biggest corporations when it comes to telling consumers what to think, believe and do.
