Are People, Planet, and Place at the Heart of Your Brand Identity?

Like really at the heart? Not just as a ‘box ticking’ exercise or because it’s the latest ‘trend’ to follow. Because here’s the thing – it’s absolutely not a trend!

Consumers now expect brands to do more than just sell quality products and services. Over the years we’ve seen a shift towards buying from, and working with or for businesses that prioritise people, planet, and place at the heart of what they do.

Brands that are purpose-driven build deeper connections with their audiences, which drives long-term growth and creates real long-term impact.

In today’s fast-moving world, as a business you can no longer afford to focus solely on profit. Your consumers are demanding more – more purpose, more accountability, and more action.

And it’s not just customers. When it comes to growing your workforce, Gen Z and Millennials have high expectations and a passion for social impact. According to Deloitte’s 2024 research, UK Gen Z s and Millennials actively reject employers who don’t align with their values. So, if you want to attract (and keep) top talent, communicating your purpose isn’t just nice to have – it’s a must-have.

But how do you ensure your brand identity and messaging reflects these values authentically? Let’s explore how brands can build trust, engagement, and loyalty by putting purpose first.

Why Does It Matter? The Stats Speak for Themselves…

- 78% of consumers are more likely to buy from brands that demonstrate environmental and social responsibility (Nielsen,2023)
- 55% of Gen Z and Millennials have actively chosen brands based on their values (Deloitte, 2024)

Understanding the Three Pillars of Purpose-Driven Branding

People: The Heart of Your Brand

Your brand isn’t just about what you sell – it’s about positioning your product or service as the hero in your customers’ story. People expect brands to be authentic, transparent, and socially responsible. That means looking at how your business treats employees, engages with customers, and contributes to the wider community.

How to implement:

- Prioritise employee well-being and engagement. (Happy teams = happy customers!)
- Build an inclusive and diverse company culture – because representation matters.
- Support social initiatives that align with your brand values – actions speak louder than words.
- Produce your communications with accessibility design principles in mind. (Think easy-to-read fonts, colour contrast, and alt text on images!)

Planet: Sustainability is No Longer Optional

Sustainability isn’t just a buzzword – it’s a make-or-break factor in consumer decisions. Businesses that walk the walk when it comes to reducing their environmental impact will stand out in competitive markets.

How to implement:

- Use sustainable materials and reduce waste. (Less plastic, more planet-friendly choices!)
- Adopt eco-friendly packaging and ethical supply chain practices.
- Communicate your sustainability efforts transparently – no greenwashing here!
- Set measurable goals and track progress. If you say you’re going carbon neutral, show the receipts.

Heads up! Until recently, the main consequence of greenwashing* has been negative publicity, largely trail blazed by the Advertising Standards Agency (ASA). However, from April 2025, The Competition and Markets Authority (CMA), an independent UK government department that protects consumers and promotes competition, will have the power to impose fines for breach of consumer law. *Greenwashing is when a company makes false or misleading claims about a product or environmental impact with the goal of making the product or activity seem more sustainable or environmentally friendly than it actually is.

Place: Supporting Local Communities, Heritage and Creating Social Impact

People love to support brands that invest in their local communities. Whether it’s by sourcing from local suppliers, to partnering with community organisations, or celebrating regional heritage, grounding your brand with a strong sense of place builds loyalty and stronger connections (and serious brand love).

How to implement:

- Collaborate with local businesses, social enterprises, community organisations and charities.
- Celebrate and promote regional culture and heritage. Own it! Regional pride is powerful.
- Invest in local job creation and economic growth. Hire local, train local, and support young talent. Bonus points if you offer Apprenticeships or work experience – because the next generation of legends needs a start somewhere.
- Support community events and grassroots initiatives – sponsor an event, show up at networking events or become a patron of a grassroots initiative. Imagine your logo sitting alongside a community project or event – that’s marketing that matters!

How to Start Your Journey

1. Audit Your Current Brand Identity – Take a step back and assess how well your brand currently integrates people, planet, and place into its messaging and visuals.
2. Engage with Your Audience – Don’t guess – ask! Conduct surveys, talk to stakeholders and listen to what matters most to them.
3. Define Your Brand Purpose – Clearly articulate your values and ensure they align with your business objectives. No fluff, just real impact.
4. Implement Authentic Initiatives – Develop actionable strategies that make a tangible difference, not just marketing buzzwords.
5. Communicate Transparently – Share your journey – successes, challenges, and all. People value honesty over perfection.

Just start! Even if you’re at the beginning of your journey, that’s still better than doing nothing. Obvs.

The Future of Branding is Purpose-Driven

At TPSquared, we help brands navigate and shift to crafting authentic, purpose-driven messaging that resonates. If you’re ready to place people, planet, and place at the heart of your brand, let’s start the conversation today.

Ready to redefine your brand identity? Not sure where to start? Connect with us to book a 30-minute discovery session to learn more.

☎️ 01902 356280
💻 hello@tpsquared.co.uk