TL;DR As I continue learn, the difference between intention and impact in relationships can be massive. It’s easy enough to start with good intentions. When it comes to marketing, the key is to focus on impact-driven brand messaging in a way that actually matters to your target audience.
Let’s kick things off with some good news.
It still pays to
market with integrity.
50
of consumers surveyed (in 2025!) have switched products
due to ethical, social, and environmental reasons.*
Whether with people or brands, strong bonds are built on trust, consistency, and impact.
As Maya Angelou famously shared, it matters most how you make people feel.
Why, then, do many brands build stories around their “what”? As if people know what’s good for them when they see it the first time (if only!).
To be fair, I do it, too.
Articulating features and benefits is important for telling a consistent, cohesive story. But it won’t be the main ingredient in your secret impact sauce.
Impact decision making.
Instead, focus on translating your message into the “why” or “how” your brand supports a certain lifestyle or claim.
71
of consumables that evolved claims to emphasize
personal or human benefit drove positive growth.*
Each of these examples from the Public Inc. study drove higher purchase intent:
- A renewable energy message became → “Cleaner air you breathe.”
- A regenerative farming claim became → “More nutrition in every bite.”
- A packaging line about less waste became → “Less packaging, less hassle.”
Can you feel the difference?
There is so much vying for our limited attention. Your messaging should help people move through your customer journey with ease.
It’s not forcing action. It’s removing friction.
No matter the shape your journey takes — whether you’re a virtual health platform looking to onboard providers and treat patients or an herbal supplement brand building your obsessed consumer base — look for opportunities to promote impact.
These will likely appear in both your product experience and your marketing messaging as well as across your owned and paid channels. Earned media plays a vital trust-building role here, too.
Ask yourself: are you saying the right thing to help the right person make a decision?
This means getting specific to highlight what matters to them at a fundamental level. Generic claims are too easy to glaze over.
Don’t hide behind your data.
Many different and even conflicting stories can be told with the same data point. Don’t assume your customers know what you care about. In our data-driven world, stats without context only sow distrust.
"Nearly three in four consumers in
North America say they have little to
no trust in business communications
about social and environmental impact.*
Add the context and craft a story around it so your intention translates to impact.
Then make sure you’re not the only one singing your new tune.
43
of North Americans said real-life impact stories would most increase their trust in a company’s social and environmental efforts.*
44
said both detailed data and reporting and independent journalism or watchdog reporting would increase their trust.*
When everything in your brand messaging ecosystem is aligned, which means telling the same story and working toward the same end goal, you create much bigger opportunity for impact.
Test and learn, always.
Keep a pulse on what’s resonating and in what ways, so you can keep evolving, adapting, and capturing imaginations, eyeballs, and dollar signs.
As always, if you need support exploring this for your business or brand, I’d love to chat. Email me here. I’d also be interested to hear your thoughts in the comments below.
And don’t forget to subscribe to Fresh Ink for quarterly brand strategy insights and more delivered to your inbox.
Thanks for reading! I hope you find some joy today.
*Source: “2026 Conscious Consumer Report,” Public Inc. in partnership with Engage for Good