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- Purpose is a powerful growth strategy: In a divided world, companies that align values with employee and customer identity and aspirations unlock loyalty, trust, and competitive advantage.
- Living your values matters more than stating them: Organizations like Marriott show that consistent, courageous leadership on purpose creates real emotional buy-in—and measurable results.
- Buycotts are the future of brand loyalty: Customers and employees actively support brands that reflect their identity and values, making authenticity essential for success in the future of work.
Imagine standing on a big stage at a major leadership summit. You say something about your company’s values that feels true to you, but as you leave the event, a little voice creeps in. Was that the right move? Will it land the way I meant it to?
You go to bed wondering.
Then you wake up to 40,000 emails from your employees.
What do you think they would say?
When Marriott CEO Anthony Capuano was asked recently about how the company would approach DEI in the future at the Great Place to Work For All Summit in Las Vegas, he said:
“The winds blow, but there are some fundamental truths for those 98 years. We welcome all to our hotels, and we create opportunities for all — and fundamentally, those will never change. The words might change, but that’s who we are as a company.”
By the next morning, tens of thousands of Marriott associates had reached out with versions of the same message: Thank you.
Can you even imagine what that must have felt like for all involved? That is the power of true alignment between an organization’s values and the aspirations of its people, and a great example of the Purpose Premium.
Why Purpose Drives Growth (and Loyalty)
In an increasingly divided world where trust is fragile and identity is deeply personal, purpose becomes a competitive advantage.
Behavioral economics research has shown that while monetary incentives can have an impact on customer and employee behavior, aligning with their identity is incredibly powerful too. This concept, called identity economics, reminds us that people naturally gravitate toward companies that reflect who they are, or who they aspire to be.
When customers or employees see themselves in a brand’s actions (not just its slogans), it triggers emotional loyalty. And loyalty results in repeat purchases, advocacy, and engagement.
Patagonia. Ben & Jerry’s. Bombas. These brands are loved not just for what they sell, but for what they stand for. They’ve activated the Purpose Premium by embedding values into everything they do, and inviting “their kind of people” to belong.
With this recent statement, Marriott may have just done the same thing for employees and customers alike.
The Rise of the Buycott
We hear a lot about boycotts — people walking away from brands whose actions conflict with their values. But there’s a quieter, more powerful movement happening too: buycotts.
A buycott happens when people actively support companies that align with their beliefs. It’s not about punishing; it’s about rewarding. It’s about saying, This is who I am—and I want more of this in the world.
This reframe can help a lot of people who don’t feel comfortable boycotting or loudly shaming a brand to stand up and say, “I buy this because…” in a way that encourages others to follow their lead.
Purpose-driven companies have an opportunity to create natural buycott moments. They give customers and employees a reason to opt in proudly, to spend more, stay longer, and share more enthusiastically.
When Marriott’s associates flooded Capuano’s inbox with gratitude, they weren’t just thanking him personally. They were reaffirming their emotional buy-in to Marriott’s brand. As the story gets shared, customers are likely to follow.
Walking the Talk
So, what should you and your business do to follow suit?
First off, know that if your purpose only lives in the “About Us” section of your website, it’s not working hard enough. Take some time to proactively consider what you stand for, what you already do that might encourage customers and employees to buycott your business, and find ways to live those values in a clear, public way.
The brands that will thrive in the future of work are the ones who:
- Listen actively to employees and customers
- Live their values consistently, even when it’s hard
- Invite people into the journey — not just as buyers, but as believers
The Purpose Premium isn’t about being perfect. It’s about being clear, consistent, and courageous…especially when it feels hard.
When people know who you are and see themselves in that story, they’ll stand with you, stay with you, and help you grow.
