POV

In 2023, Woolworths, one of South Africa’s largest retailers, faced significant backlash despite its longstanding commitment to sustainability through the Good Business Journey initiative, which focuses on ethical sourcing, environmental sustainability, and community support. The controversy arose when it was revealed that some of its suppliers were involved in unethical practices, including labour exploitation. This exposed the gap between its public messaging and the reality of its supply chain, leading to questions about the authenticity of its commitment.

The moment highlighted a key truth for brands: purpose-driven communication can inspire trust and loyalty or alienate customers when actions don’t align with messaging. Woolworths took swift action, auditing its supply chain and enforcing stricter ethical standards. This proactive response helped restore consumer confidence and reinforced the importance of genuine purpose-led communication.

In South Africa, where cultural and social sensitivities are paramount, the need for purpose-driven communication has never been more important. Consumers are increasingly scrutinising the integrity of brands, and purpose-led storytelling must be grounded in authenticity. When done right, it builds trust and emotional connections; when done poorly, it can be dismissed as shallow marketing.

At the heart of this growing tension is a necessary distinction: woke is not purpose.

What Purpose Is — and Isn’t

Too often, brands confuse purpose with performative “wokeness” — think rainbow logos in Pride Month or generic Women’s Day posts without real commitment to change. While these actions may signal alignment with progressive values, they often lack depth or follow-through.

Purpose goes deeper and is embedded in a brand’s strategy, operations, and culture. It drives business decisions—from how you source materials to how you show up in communities. It’s not about pleasing everyone; it’s about standing for something real and living it out consistently.

Why Purpose-Led Storytelling Works

Purpose without storytelling is invisible. Storytelling without purpose is just noise. Together, they create the foundation for emotional resonance and long-term brand loyalty. Storytelling helps consumers see themselves in a brand’s mission and feel part of something bigger. Storytelling is deeply embedded in our South African culture as stories are a powerful way to build trust.

Homegrown brands like Nando’s and Discovery get this right. They’ve moved beyond product to tap into identity, humour, shared values, and national issues in a way that feels both relevant and grounded.

And the business case backs this up, where purpose-driven brands outperform competitors in customer loyalty and employee retention.

The Risks of Getting It Wrong

The danger lies in the gap between message and reality. Purpose-led storytelling only works when backed by consistent, authentic action. If your brand says one thing and does another, you’re not just losing credibility — you’re actively eroding trust. And in today’s climate, that trust is hard-won and easily lost.

The rise of the anti-woke movement, while often polarising, is a symptom of audience fatigue. Consumers are tired of brands latching onto social causes without substance. Consumer backlash can be intensified by cultural, political, and historical sensitivities.

Furthermore, what works in one region, might miss the mark elsewhere. Marketers must be hyper-aware of context and willing to engage deeply with diverse perspectives — not just borrow from them for a campaign.

Leading with Courage and Clarity

Purpose-led storytelling requires boldness and authenticity. It comes from owning the full story, even when it’s uncomfortable. In South Africa, where inequality, exclusion, and transformation remain front and centre, purpose is not optional — it’s expected.

When purpose is strategy, it galvanises employees, excites customers, and builds lasting brand equity. Otherwise, it risks becoming the very thing consumers distrust: just another sales tool dressed up in social language.

The Way Forward

As South African marketers, we have a unique opportunity — and responsibility — to shape narratives that reflect not only our brand values, but also our shared national story. This means storytelling that is locally rooted, culturally aware, and socially conscious. It means understanding that we’re not just building brands — we’re building futures.

Let’s leave behind the tokenism. Let’s reject the false binary of woke vs anti-woke. Let’s return to purpose as it was meant to be: a true north that guides how we act, speak, and show up in the world. Because in the end, the best stories are not the ones we tell about our brand. They’re the ones people tell because of it.