Puttin’ on the rizz. The hidden variable driving brand purpose.

By BarkleyOKRP

Purpose has rizz, but without proof, it’s just flirting with greatness. Everyone talks a big game about brand purpose these days — “make the world better, feel good doing it.” But our SVP, Director of Special Projects, Dave Gutting, is not here for the kumbaya moment. His message? Purpose needs receipts, not vibes.

It turns out that brands waving the purpose flag see real results—BarkleyOKRP’s research says brands with a solid purpose lift market performance by 50%. But here’s the kicker: purpose isn’t a magic wand; it’s a turbocharger. It doesn’t work alone, but when paired with great products, sharp strategy, and killer visibility, it’s fuel for growth.

The winners? Think Calm, Bombas, Chick-fil-A, and Dawn (still milking that duck-saving story). But with only 16 brands cracking the “purpose elite,” it’s clear most brands talk about purpose without measuring it or proving it. It’s like trying to win a race with no finish line.

Gutting’s advice: Get your purpose together, ensure everyone sees it, and measure it separately from the usual brand metrics. Purpose isn’t about replacing solid business fundamentals; it’s about amplifying them. When competitors scratch their heads, they wonder how you pulled it off. That’s when you know you’ve hit the sweet spot.

In short, Purpose isn’t the MVP — it’s the clutch player. Use it wisely, or get left on the bench.

Read the full WARC article here.

For a thorough evaluation to help your brand build its biggest future, contact our Chief Growth Officer, Jason Parks, at jparks@barkleyokrp.com.