The Purpose Pivot: 7 Ways Impact Can Evolve In The Age Of Polarization
Photo by Caleb Jones on Unsplash
Corporate leaders today are navigating an increasingly complex landscape when it comes to Purpose and impact. Triggered by political pushback—like Trump-era attacks on DEI programs and growing anti-ESG sentiment—companies face legal risks and rising scrutiny, prompting a swift rollback of impact initiatives and language.
This retreat is also, in part, due to the feeling that some programs were ineffective, underfunded, or created internal tension. Much of the impact work in corporations borrowed from academic or activist frameworks, which didn’t always align well with business priorities like growth and profitability. Critics on the right saw this as corporate overreach; critics on the left saw it as performative or even greenwashing.
So, where do we go from here?
At our consultancy, Conspiracy of Love, we believe Purpose is a company’s higher-order reason to exist in service of society. It should sit at the strategic center, powered by the twin engines of Growth and Impact. When properly defined and operationalized, Purpose unlocks new markets, drives innovation, and improves lives—while contributing tangibly to business value.
Here are seven Principles, based on our book Conscious Business and research from Carol Cone on Purpose, to help leaders navigate the next era of impact:
1. Purpose is Still a Societal Imperative Despite political headwinds, the majority of Americans (69%) still want companies to address social issues. Consider Harley-Davidson and Sephora: vastly different brands, yet both have strong Purpose statements tailored to their audiences.
Harley Davidson’s Purpose statement is about ‘More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.’ And Sephora’s is about ‘championing a world of inspiration and inclusion where everyone can celebrate their beauty.’
Each brand can uplift different communities in ways that reflect their identity and values.
Carol Cone On Purpose Research
2. Purpose Starts Inside-Out Employees should be the first priority. A staggering 83% of Americans say companies should address issues that matter most to their workers. Too often, brands seek to solve external societal problems while ignoring internal ones. For example, a food company we advised wanted to tackle hunger, only to discover that many of its own factory workers relied on food stamps. Real impact begins by taking care of your own.
3. Purpose Doesn’t Need to Be Political The data shows that 65% of Americans want companies to focus on issues relevant to their operations. This includes local community concerns (82%), national challenges like healthcare and jobs (82%), and even climate change (73%). Take Harley-Davidson again: their programs focus on Milwaukee’s Near West Side, supporting youth and STEAM initiatives. So one strategy could be to just focus on "Purple" issues that transcend political divides.
Carol Cone On Purpose Research
4. Build a Portfolio of Impact Your stakeholders are diverse—your impact strategy should be too. People prioritize different causes depending on their political views. Republicans value veteran support and care for seniors; Democrats prioritize women’s rights and the environment; Independents value a mix. Brands like Budweiser, Starbucks and Chobani successfully balance multiple causes, from clean energy and veteran support to refugee hiring and food access.
Carol Cone On Purpose Research
5. Know Your Sword and Shields Your "sword" is the core impact problem you can help solve profitably. Your "shields" are the adjacent impact areas where you need to have a plan but may not need to prioritize investment. Sephora’s ‘sword’ is inclusivity, creating platforms and access for underrepresented groups - like entrepreneurs of color or people with disabilities - while expanding their customer base. These aren’t random acts of charity—they're acts of ‘inclusive growth’, aligned with future business value.
6. Language Matters In an age of polarization, how you talk about impact matters. For instance, according to Revolt London’s "Poking the Bear" report, shifting language from "climate justice" to "clean, affordable American energy" can dramatically increase bipartisan support. Framing your message for broader resonance doesn't water down your values—it amplifies your effectiveness.
7. Tell Unifying Stories of Hope Now more than ever, we need stories that bring people together. Brands have a unique opportunity to highlight everyday changemakers who are improving lives, regardless of political affiliation. At our creative studio, Good is the New Cool, we’re developing content to spotlight these heroes across food, fashion, design, and sports. Brands can use their platforms to restore faith in shared values and collective action.
In turbulent times, resilience, adaptability, and clarity of Purpose are essential. We hope these principles help you lead with both courage and compassion—and evolve your impact in meaningful, unifying ways.
If we can ever help inspire your teams with our Values Driven Storytelling or Personal Purpose Workshops, feel free to email us at purpose@conspiracyoflove.co.
