Whether you’re speaking to customers, potential hires or partners, people today want to feel connected to something more than a transaction. They want to feel a sense of alignment, shared values, and real purpose, and honestly, I think that’s a great thing.
The days of performative statements and empty promises are behind us. People are too switched on for that now. They want to see how your values show up in what you do, not just what you say, and if you’re not demonstrating it in a real, consistent way, they’ll quietly take their loyalty and their money, elsewhere.
A report by BusinessDasher in 2024 found that 79% of consumers are changing their purchasing habits to reflect their sense of social responsibility. Even more strikingly, 68% of online consumers in the U.S. and UK would or might stop using a brand because of poor or misleading CSR, and this isn’t just a passing trend, it’s the new normal.
One of my favourite examples of this in action is the British activewear brand TALA, founded by content creator and entrepreneur Grace Beverley. From day one, they made it their mission to offer sustainable style without compromising on design, comfort or price. Everything from their use of upcycled materials to low-impact dyes and honest pricing reflects a clear commitment to doing things better. Between Q1 and Q2 of 2024, TALA experienced a 147% increase in organic website traffic and generated an additional $1.1 million in revenue within four months, not just because of great products, but because of the sense of purpose people feel when they buy from them. It’s proof that when you put your values at the centre of what you do, the impact goes far beyond the bottom line.
At needi, we’ve seen something really similar, especially when it comes to gifting. More and more, we’re working with businesses that want their corporate gifts to mean something, whether that’s supporting small independent businesses, championing women-led brands, or prioritising sustainable and ethical products. When companies make that shift, it doesn’t just feel good, it delivers results.
According to Kantar’s Purpose report, brands perceived to have a positive societal or environmental impact achieved 175% brand-value growth over 12 years, compared to just 86% for average brands and 70% for those with minimal purpose‑led positioning. These brands have their clients’ notice, their team notice, and they build deeper relationships as a result.
It’s not surprising when you look at the psychology of it. When people see a brand doing something that aligns with their beliefs, whether that’s supporting underrepresented groups, making more sustainable choices, or being honest about where their money is going, it builds trust, and trust, in turn, builds loyalty. People are much more likely to buy from a brand they believe has a strong sense of purpose. Especially in a crowded marketplace where attention is limited and competition is fierce.
What I’ve learned since founding needi, is that having a clear purpose doesn’t always mean changing the world on a global scale. Sometimes it’s about the small, consistent choices you make, choosing a local supplier, being transparent about your process, or simply asking yourself whether your decisions reflect what you believe in. These things might seem small on the surface, but they add up and they help you stand out. More importantly, they help people connect with you and your business on a deeper level.
If you’re wondering where to begin, my advice is always the same: start with what you care about. Look at your business and ask whether your day-to-day actions reflect the values you say you hold. Are you just talking the talk, or are you backing it up with decisions that show you mean it? Because consumers, and let’s be honest, all of us, are more conscious than ever. We want real, genuine offerings and we remember the brands that deliver that.
For me, giving back has never been about being flashy or loud. It’s about being thoughtful, intentional and honest, and when businesses get that right, they don’t just grow, they build something lasting. At the end of the day, purpose isn’t just a nice-to-have anymore. It’s what sets you apart, earns you trust, and keeps people coming back. Not just because of what you do, but because of who you are and what you stand for.
