The True Cost of Purpose: Sara Simmonds on Brands Willing to Defend Their Values

In a recent LinkedIn post, Sara Simmonds explores the critical distinction between brands that merely market purpose and those that are genuinely willing to sacrifice for it, using the ongoing actions of Ben & Jerry’s founders as a prime example.

Simmonds highlights the recent move by Ben Cohen and Jerry Greenfield to reclaim control of their company from parent entity Unilever. The founders stated that Unilever had restricted Ben & Jerry’s ability to act on its social mission. This action, Simmonds argues, demonstrates a commitment that goes beyond typical corporate social responsibility talking points.

“Ben & Jerry’s became successful because people know it stands for something bigger than ice cream.”

The Line Between Marketing and Lived Purpose

Sara Simmonds emphasizes that true purpose is not a superficial marketing tactic but a fundamental aspect of a brand’s identity that often comes with significant costs. She contrasts the actions of the Ben & Jerry’s founders with companies that shy away from commitment when it becomes inconvenient.

“Real purpose isn’t a tagline. It’s not a campaign. It’s not something you keep only when it’s convenient,” Simmonds writes. She elaborates that this commitment can demand the sacrifice of leverage, control, comfort, and sometimes even financial gain.

Purpose as a Growth Engine

Contrary to the belief that strong values might hinder growth, Simmonds points out that for Ben & Jerry’s, purpose has been a catalyst. According to Simmonds, the brand has consistently outperformed other Unilever ice cream brands in recent years, largely due to the deep engagement, loyalty, and growth fueled by its activism.

“Purpose didn’t hurt their growth. It fueled it.”

Simmonds’ analysis suggests that consumers are increasingly drawn to brands that demonstrate authenticity and a willingness to stand firm on their principles. This is particularly evident when founders, even in their later years, choose to challenge a large corporation to protect the integrity of their brand’s mission, as Cohen and Greenfield are doing.

Building Iconic Brands Through Unwavering Values

The core message from Simmonds is that building an iconic brand requires clarity and conviction, not dilution or a desire to please everyone. She posits that true brand building comes from standing so firmly for a particular set of values that it resonates deeply with the right audience.

“You don’t build iconic brands by trying to please everyone. You build them by standing so clearly for something that the right people feel it in their bones.”

As Sara Simmonds concludes, a brand’s authenticity is recognized when its values are tested and defended, even at a cost. This is what transforms customers into believers. She challenges readers to consider their own willingness to defend their values when it would be easier to compromise.

“Purpose only becomes powerful once it has a price.”

Ultimately, Simmonds’ post serves as a powerful reminder that genuine purpose, when lived and defended, is a brand’s most potent asset, creating a loyal following that extends far beyond transactional relationships.