Recycling, renewable energy, equality, inclusion, safety, access to water, access to clean air, access to education, and the almighty -global warming. And then there is care, love, support, we know you, we got you, we have you. What are all these? Common phrases in brand purposes.

Let us get one thing clear: I am a big supporter of all the above. I like to live in a safe community, I have a son and a daughter whom I treat equally and want them treated equally as working professionals in the future, I still can’t wrap my head around how humanity in 2022 still accepts any living organism not having access to clean resources such as air, water, and food, let alone humans and animals, i believe in everything science, i.e., global warming, and I like to be surrounded by nice, humble, smart, honest people, regardless of any background, and my wife makes me recycle.

But! I don’t eat any of the above. I smile when brands adopt a cause, I believe every single company -big or small- should adopt a social cause and have a clear plan and proof on how it is performing that even if its contribution is very limited.

But when you merge that with your brand purposes, slogans, and campaign tag lines, it’s a stretch my friend. Don’t believe me? Here’s a shopping list for you:

Name one product you purchased of a brand because of they recycle or any other “purpose”. I bet none, and you are normal for that.

You see, a normal person supports all the causes mentioned in this note and we all should, but normal people also prefer to purchase food products that appeals to their taste buds, medication and creams that help them heal better and faster, and would prefer a brand over a competitive consumer electronics brand because they relate to it and its ecosystem, consumers prefer excellent customer service, seamless customer support, they prefer products that are good and just work.