Australian consumers are choosing brands that stand for something. In 2025, brands that align with authentic values are pulling ahead, while those with superficial slogans risk getting left behind.

A New Era of Values-First Branding

Imagine a customer scrolling through their various choices, and picking the brand that actually gives a damn. This isn’t a marketing fantasy, it’s today’s reality. A recent survey found 88% of consumers feel brand messaging doesn’t align with their needs and values (ey.com). In other words, people are tired of empty promises. They’re craving authenticity, especially after years of global upheaval and social change.

Why now? Coming into 2025, Australians have weathered a pandemic, a cost of living crunch, and rising social awareness. Shoppers have become more values-driven, with nearly half of Australian consumers (46%) saying sustainability influences their purchases (lens.monash.edu). They want brands to step up, not just on price and quality, but on ethics, sustainability and social impact.

This shift is forcing a re-think in brand strategy and positioning. No longer can “brand positioning” be about product features alone, it’s now about where your brand stands in consumers’ minds on issues that matter. Smart businesses are responding by infusing purpose into their branding. Importantly, they’re doing it in a holistic way to align marketing campaigns and even their websites to reflect those values. That’s exactly the integrated approach we champion at Distl. We combine branding, digital marketing and web to ensure your brand’s purpose shines through consistently across every touchpoint.

So, what does this mean for you in practical terms? Let’s break down why purpose-driven branding is booming, how consumer behaviour is evolving, and what steps you can take to build a brand that your customers believe in.

What is Purpose-Driven Branding (and Why It’s Booming in 2025)

Purpose-driven branding means building your brand around a meaningful purpose beyond profit. In plain terms, it’s answering “Why does our company exist, and what do we stand for?”. This could be a mission to improve society, champion sustainability or challenge industry norms. The key is that your brand’s purpose resonates with your audience’s values and is authentic to your business.

Why is this approach booming in 2025? Consumer expectations have evolved dramatically. Younger generations (Millennials, Gen Z) are leading the charge in demanding that brands take a stand on social and environmental issues. But it’s not just the young, across the board, people have more information at their fingertips and are more conscious of the impact of their spending. Australian consumers, in particular, have become keenly aware of ethical and sustainable practices, and they reward brands that “authentically embody the values their consumers stand for” (mckinsey.com).

Undoubtedly, the business case for purpose is proven. Brands with a clear purpose often enjoy stronger customer loyalty, differentiation, and even the ability to charge a premium. Classic brand positioning teaches that you must occupy a distinctive place in the mind of the target market. In 2025, one of the surest ways to claim that distinct position is through your values and purpose, what you stand for, not just what you sell. Australians continued caring about sustainability despite economic pressures: “values driven shoppers” are scrutinising brands’ social and environmental impact even as they tighten their budgets (lens.monash.edu).

The Data: Values Drive Consumer Behaviour in 2025

Let’s talk data. If you’re a numbers driven business leader, here are some hard facts underlining this shift in consumer behaviour:

Consumers want authenticity: As noted earlier, a whopping 88% of consumers globally say brand messaging doesn’t resonate with their values (ey.com). This is a glaring disconnect, and an opportunity for brands who can resonate. Brands that communicate genuine values are more likely to cut through the noise.
Australians care about ethics and sustainability: Even with cost of living pressures, almost half of Australian shoppers (46%) consider sustainability an important factor in purchases (lens.monash.edu). And 30% frequently look for sustainable products when shopping. This isn’t just green talk; it’s affecting buying decisions in retail, food, fashion, you name it.
Brand loyalty is up for grabs: More than a third of consumers (36%) no longer consider brand names when making purchases (ey.com). Many have lost trust or feel one brand is the same as another. But here’s the flip side, if your brand stands out with a meaningful purpose, you have a better shot at winning true loyalty. Remember, loyalty isn’t just about points programs, it’s about shared identity.
Employees and brand purpose: It’s not just customers. Your brand purpose also affects talent attraction and engagement. Employees, especially younger ones, will want to work for companies with tangible and liveable values.

In short, the data paints a clear picture: consumers in 2025, particularly Australians, are choosing with their conscience. Brand strategy and positioning must evolve accordingly. Incorporating values isn’t a fuzzy concept, it’s a data-backed response to what the market is asking for.

Australian Brands Leading with Purpose

Here are three standout Australian brands that have built their success on values:

Who Gives A Crap: This cheekily named toilet paper company has become a purpose poster child. Who Gives A Crap launched in 2012 with a simple but impactful mission, to make eco-friendly toilet paper and donate 50% of profits to improve sanitation in developing countries. They infused humour and transparency into their brand, proving that even toilet paper can spark change. The result? A cult following of customers who love the product and the purpose. By mid-2020s, Who Gives A Crap has donated millions to charity and built a strong, trusted brand, all by sticking to its values of sustainability and generosity. (whogivesacrap.org)
Canva: The Aussie tech unicorn Canva isn’t just about easy graphic design, it’s driven by a mission to “empower everyone in the world to design”. Co-founder Melanie Perkins famously set a Two-Step Plan:
1. Build one of the world’s most valuable companies
2. Do the most good we can
And Canva walks the talk. In 2024 alone, Canva donated over $1 billion worth of its product to schools and nonprofits, and planted more than 2 million trees through sustainability programs (canva.com). These initiatives aren’t side projects, they’re core to Canva’s brand identity. The payoff has been enormous: Canva enjoys a global user community, a $40B+ valuation, and recognition as a company that cares. Their brand strategy has truly set them apart in the competitive tech arena.
Modibodi: Founded in Australia in 2013, Modibodi pioneered reusable period underwear with a dual mission: break the taboos around menstruation and offer a sustainable alternative to disposable hygiene products (modibodi.com). Modibodi’s brand is unapologetically about empowerment and sustainability. Their marketing normalises conversations about periods and leaks, aligning with a purpose to improve confidence and reduce waste. Consumers responded enthusiastically, turning Modibodi into a market leader. The brand’s authenticity is evident: Modibodi became a certified B Corp, formalising its commitment to social and environmental standards. By owning their purpose, Modibodi has built trust (and a loyal fanbase) in a very personal product category.

These brands didn’t succeed in spite of their focus on purpose, they succeeded because of it. Each wove a clear mission into their brand strategy from day one. They also maintained authenticity as they grew: Who Gives A Crap still delivers on donations and eco-friendly humour, Canva transparently reports its social impact, and Modibodi stays true to its cause even after major growth. Australian consumers have rewarded them with purchases, loyalty, and advocacy. For your business, looking at examples like these can spark ideas: What higher purpose can your brand serve? And how can you communicate that consistently?

Superficial Values vs. Authentic Brand Strategy (The Risks of “Purpose-Washing”)

With “purpose” booming, some companies are unfortunately just slapping buzzwords on their marketing. We’ve all seen it, the vague “we care about the planet” ad with no substance behind it. Beware, consumers can smell superficiality a mile away.

In 2025, authenticity isn’t optional. Trying to “purpose-wash” (faking or exaggerating a commitment to values) can backfire badly. Thanks to social media and savvy shoppers, any disconnect between what you say and what you do will be noticed and called out. Brands that jump on cause bandwagons without real action face scepticism about the authenticity of those claims. Terms like greenwashing (fake sustainability) and rainbow-washing (token LGBTQ+ support) have entered the everyday lexicon, reflecting the public’s heightened awareness of superficial marketing.

The authenticity test: Before broadcasting a purpose, ask internally: Is this cause truly part of our brand’s DNA? If you’re only aligning with a trend to win points, pause. In contrast, if the cause is genuinely part of your mission, then by all means speak up and act, customers will reward real commitment.

The risks of getting it wrong are significant. A shallow values campaign can lead to public backlash, watch what happens to your perception of Nestlé when you read the following story. Nestlé claimed ‘ambitions’ to be 100% recyclable by 2025, then Greenpeace checked (greenpeace.org) and discovered they had no clear targets or timeline. The company remains in the top plastic polluters worldwide for the third year in a row and Greenpeace stated “Nestlé’s statement on plastic packaging includes more of the same greenwashing baby steps to tackle a crisis it helped to create”. Whatever your thoughts on Nestlé before, hearing that story has surely eroded trust and damaged their brand equity in your mind. Moreover, it wastes resources, those marketing dollars could have been better spent on initiatives that truly align with their strategy.

On the flip side, getting it right yields loyalty and respect. Authenticity means “Be. Do. Say.” in that order, if you reverse this order (like Canva did) be very adamant to stick to it.

Be the change internally (live your values in your culture and operations), Do take tangible actions supporting your purpose, and only then Say it, communicate the impact to your audience. Brands that follow this path not only avoid the purpose-washing trap, they build a community of believers.

Integrated Branding: How Distl Builds Brands People Believe in

You might be thinking, “This all sounds great in theory, but how do I actually pull it off for my business?” The answer lies in an integrated approach to branding and marketing. It’s not enough to have a purpose statement on your About page if your advertising, website, and customer experience tell a different story. Consistency is king.

At Distl, we’ve built a cross-disciplinary team spanning brand strategists, digital marketers, and web developers under one roof. This means when we craft a brand strategy for you, we’re already thinking about how it will play out in your marketing campaigns and on your website. It’s a holistic approach from day one.

Here’s how Distl’s integrated branding approach drives better long-term outcomes:

Brand Strategy with Purpose: Our first step is often a workshop to uncover your unique story, mission and values. We help define a brand purpose that’s true to you and compelling to your audience. With a clear brand strategy in place, you have a north star for all decisions.
Unified Brand Identity & Web Presence: Next, our branding and web teams collaborate to bring that strategy to life visually and digitally. From logos and colour palettes to website design, we ensure your brand identity reflects your values. For example, if sustainability is core to your brand, we’ll incorporate that into not just copy, but design elements, perhaps eco-friendly visuals, a blog to share your impact, etc. The goal is a seamless brand experience.
Integrated Marketing Campaigns: A purpose-driven brand still needs to reach people. Our digital marketing specialists step in to create campaigns (SEO, social media, content marketing, Google Ads, you name it) that carry your brand story consistently. Because our marketers work hand in hand with the brand team, we ensure the tone and values in your campaigns match the core brand.

Individually, great branding, marketing, or web design can each move the needle, together they can make your brand unstoppable.

Are you ready to build a brand that truly matters? Don’t miss the opportunity to connect with customers on a deeper level. It’s time to rise with purpose-driven branding and create the kind of loyal following that will fuel your business for years to come.

Contact us today to chat about crafting a purpose-led brand strategy. Let’s transform your branding, marketing and website into an engine for sustainable growth, and a brand Australians will believe in.

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