Why it matters

Brand purpose has become a central part of business-to-consumer (B2C) marketing, but players in the business-to-business (B2B) space often have struggled to implement a similar approach. With the social and environmental impact of companies under growing scrutiny, fresh impetus will be required.


  • Companies in the B2B space seeking to find a purpose should undertake an insights-gathering process, and appoint a team to manage and “own” this process.
  • There will be a core of purpose “believers” in every company, and brand custodians should seek them out and empower them.
  • B2B buyers are influenced by the same trends as the B2C audience, meaning business-to-business marketers cannot pretend they are isolated from such forces.

Business-to-business (B2B) marketers often struggle to develop and activate a meaningful brand purpose, according to a study led by the Association of National Advertisers (ANA), the trade body.