One of the elements of Reformation’s campaign that stands out is its tangible impact. By donating proceeds from the “You’ve Got The Power” sweatshirt to Vote.org, Reformation walks the walk and turns its words into action.

Why brand purpose matters

Reformation’s collaboration with Lewinsky is just one example of how purpose-driven branding can drive business success and also have a positive impact on society. A key component to accomplishing that is authenticity, which is especially essential when trying to appeal to Gen Z consumers. Brands with a clearly defined brand purpose will find that it’s not just a good thing to have, but it is also good for business.

For Reformation, sustainability is at the core of what the brand does. From planting trees for employee birthdays to creating carbon-neutral women’s wear and launching its textile-to-textile recycling program, RefRecyling, Reformation regularly updates its commitments to environmental impact.

Previously, the brand launched a partnership with online consignment and thrift store ThredUp, offering an Upcycle Kit for customers to send their old clothes from any brand for a shopping credit. Initiatives like this provide conscious consumers the opportunity to recycle and shop with a brand dedicated to minimizing its environmental footprint.

According to ThredUp’s Impact Report, 61% of Gen Z consumers look for secondhand items before buying them. More than 50% say they’re more likely to purchase from a brand that offers secondhand merchandise alongside new. ThredUp’s Resale Report states that the global secondhand market is expected to double by 2027 and reach $350 billion.

Lessons for marketers

Reformation’s “You Got The Power” campaign serves as an example of purpose-driven advertising done right. It has captured consumers’ attention, empowered women, elevated the importance of voting and put brand values into action for all to see.

Here are a few things for marketers and brands to consider and ask themselves when building out their campaigns and brand purpose:

• Authenticity is key. Is supporting this purpose a way of bringing brand values to life?
• How can the brand support the consumer?
• What are other ways to bring these purpose-led initiatives to life? And does it make sense for the consumers or will it alienate them?

Even with the ever-evolving landscape of consumer expectations, marketers need to remember that brands can be agents of change. How does your brand embed brand purpose into its ethos?