Why Purpose-Driven Brands Are Struggling Right Now (It’s Not What You Think)

Описание: Purpose has become complicated.

Not because people stopped caring, but because the world feels heavier, more uncertain, and harder to navigate than it used to.

In this video, I share what a recent trust research rabbit hole revealed about why purpose-driven branding and messaging isn’t resonating the same way right now, and what small businesses can do instead without abandoning their values.

Toward the end of the video, I share a small set of practical questions that help small brands rethink how they show up right now, without abandoning their values.

This video isn’t about politics. It’s about how fear, economic pressure, and trust breakdown are shaping how people make decisions, and why trust now matters as much as price and quality when customers choose who to support.

In this video, we explore:
– Why people are shifting from “change the world” messaging to “help me cope with my world”

– What the latest trust research is actually showing about how trust forms today

– Why declining engagement doesn’t mean customers stopped caring

– How small outdoor and wellness brands can reframe their messaging with integrity

– Practical questions to help you build brand trust in a moment of uncertainty

If you’ve felt like something changed, but haven’t been able to put your finger on it, you’re not alone.

Resources mentioned:
Edelman Trust Barometer Special Report
https://www.edelman.com/trust/2025/tr...
. . .

This video is part of my ongoing work helping small business owners build clarity-first brand foundations, so they can show up in ways that feel honest, grounded, and human.
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