Marketing has changed a lot in recent years, and it’s not just because of AI. We’re moving beyond traditional brand positioning to something more meaningful, what many now call 'Citizen Brands'. This isn’t just a buzzword. It’s a real shift in how brands can create value for both society and shareholders.

At our upcoming CIM Scotland Conference on responsible marketing, we'll be exploring this very transformation. But what exactly are Citizen Brands, and why should every marketer in the UK be paying attention?

What Are Citizen Brands?

Caroline Bates, who specialises in developing brand and communications strategies that create a positive impact on the planet and people, delivering Citizen Brands, defines these as brands that genuinely connect with people and society by embedding purpose into every aspect of their operations. Unlike traditional CSR initiatives that often feel tacked on, Citizen Brands weave social responsibility into their very DNA.

The evidence is compelling: purpose-driven businesses increased brand value by 175% over the last 12 years, compared to the 70% growth rate of brands with no specific purpose. More tellingly, companies committed to environmental and social responsibility boast a 6% higher market value and enjoy 20% more revenue than those neglecting social and environmental purpose.

The Framework Behind the Movement

Caroline Bates, through her work at Citizen Good Consulting, has created a framework that looks at sustainability from four key perspectives: Citizens, Corporates, the Brands Landscape, and Investors. This approach helps brands move beyond just talking about purpose to making a real, measurable difference.

What I like most about this approach is how practical it is. These brands understand their place in society and use that understanding to make a positive impact and succeed in business.

UK Brands Leading the Charge

Here in the UK, we're seeing some brilliant examples of this approach in action. Take Corona's battle against plastic pollution – they've become "a beacon of hope in the battle against plastic pollution, embodying what it means to be a true citizen brand". Their commitment goes far beyond marketing campaigns; it's embedded in their business model.

Ocean Bottle represents another fascinating case study. Their Impact engine doesn't just power their own reusable products but "powers Ocean Bottle's reusable products, along with a host of other brands and organisations from Gail's to Pet Impact". This collaborative approach to purpose is exactly what we need more of.

Even in retail, we're seeing innovation. Albert Heijn, the largest Dutch supermarket chain, has been experimenting with an innovative pricing strategy that reveals the "real price" of products to highlight their environmental impact. Whilst this example comes from the Netherlands, it demonstrates the kind of bold transparency that UK brands could embrace.

The Commercial Reality

What excites me most as a communications professional is that the data shows purpose is not just the right thing to do, but also good for business. Research shows that brands seen as having a positive impact can grow up to three times faster than their competitors.

Consumer behaviour is changing quickly. 78% of people would recommend a purpose-driven company, 94% think it's important for companies to have a strong purpose, and 82% say they support a company when they believe in its purpose.

Perhaps most remarkably, consumers are 4.1x more likely to trust a purpose-driven brand and 4.5x more likely to recommend it to friends and family.

The Authenticity Challenge

But let's be honest, this comes with challenges. As more brands face accusations of "woke-washing," it's more important than ever to be authentic. If consumers think a brand is not genuine, the consequences can be serious.

This is precisely why the framework approach Caroline Bates champions is so valuable. It's not about finding a cause to attach to your brand; it's about understanding your genuine role in society and building from there.

Action Steps for UK Marketers

So what does this mean for those of us working in marketing today? Here are my thoughts on how we can authentically embed purpose into our strategies:

• Start with honest self-reflection. What is your brand's real reason for existing beyond profit? This can't be faked; it has to come from your organisation's true values and strengths.
• Think systemically. Rather than bolt-on CSR initiatives, consider how purpose can be woven through every touchpoint of your brand experience.
• Measure what matters. Traditional metrics are important, but you'll also need to track social impact, stakeholder engagement, and long-term brand health indicators.
• Collaborate boldly. Some of the most impactful purpose-driven initiatives come from partnerships with other organisations, NGOs, or even competitors.
• Be prepared for scrutiny. Authenticity means being transparent about both your successes and your ongoing challenges.

Looking Ahead

At our CIM Scotland Conference, we'll be diving deeper into these themes with industry leaders who are pioneering responsible marketing practices. We'll explore not just the theory, but the practical realities of building brands that serve both purpose and profit.

Citizen Brands aren’t just a trend; they represent a real change in how business works today. As marketers, we have the chance to lead by building brands that do more than just sell products. We can help make a real difference.

The business case is clear, consumers want this, and the tools are available. The real question is: will your brand lead the way or try to keep up?

Join us at the CIM Scotland Conference: "Unlock the Commercial Advantage of Responsible Marketing" to explore these themes further with industry experts and fellow marketing professionals. Learn more and register here.