Advertising long ago learned to talk about “purpose.” Now, purpose marketing expert Thomas Kolster is scoring ads from a breakfast cereal maker, a candy brand, an environmental group, a jeans seller, and others. That move should be a wake-up call. My view is simple: we don’t need more purpose talk, we need proof. And public scorecards are one way to force it.
“Purpose marketing expert Thomas Kolster scores ads from a breakfast cereal marketer, a candy brand, an environmental group, a jeans seller and more.”
This isn’t just inside baseball. It affects what we buy, how companies behave, and the causes they claim to support. When brands lean on big causes without backing them up, they train us to tune out real change. I believe grading purpose work in public can push brands to stop posturing and start delivering.
The Promise And The Problem
Purpose can move markets and minds. It can also be a lazy sticker slapped on a sugar bomb or a pair of jeans stitched in a factory that wastes water. Purpose without action is a costume, not a commitment. That’s why Kolster’s scoring matters. It treats lofty claims like what they are: claims that should be tested.
Different sectors invite different sins. A cereal brand may tout “heart health” while packing bowls with added sugar. A candy brand may trade on joy while ignoring labor issues. An environmental group may go big on fear but small on solutions. A denim seller might celebrate durability while pushing fast-fashion drops. Scoring across these categories exposes the trick: the cause is often a marketing line, not a business line.
What A Real Score Should Demand
If we are going to judge purpose, let’s judge what counts. I look for proof that the cause is built into the product, the supply chain, and the incentives behind the campaign.
- Clear, measurable goals: emissions cut, sugar reduced, living wages paid.
- Third-party checks: audits, certifications, and public reporting.
- Product change before plot twist: reformulate, retool, then run the ad.
- Stakeholder wins: workers, communities, and buyers see real benefits.
- Time-bound plans: not “by 2050,” but this quarter, this year, next year.
Without these, purpose work is just mood music set to a brand film.
Evidence Over Emotion
I’m not against emotion. Stories move people to act. But the story has to sit on facts. If a cereal ad brags about “family health,” show the nutrition shift, not a sunrise. If a candy spot claims fair sourcing, name the co-ops and the price floor. If an environmental group calls for change, give the roadmap and the cost of doing nothing. If denim is “sustainable,” publish water use per pair and repair rates.
Kolster’s scoring posture suggests a tougher media diet. Rate the claim, the evidence, and the business model behind it. Did the company take a hit to do the right thing? If not, it might just be risk-free virtue.
Addressing The Pushback
Some argue that any attention to causes is better than none. I don’t buy it. Soft claims crowd out hard work. Others say impact takes time. True, but time-bound steps and transparent milestones are not too much to ask. Another claim: buyers don’t care. They do, but trust is fragile. When brands overpromise, they break it for everyone.
What Good Looks Like
Here’s the simple test I apply when a purpose ad lands: Could you remove the logo and still see the action in the company’s books? If the answer is no, it’s theater. If yes, the ad is a receipt, not a promise.
Purpose should cost something today. It should cut into margin, change incentives, and shape what gets shipped. The best stories rise from those choices, not the other way around.
My Take On Kolster’s Play
Putting a score on purpose is not a stunt; it’s a service. It asks brands to show their math. It invites watchdogs, workers, and buyers to hold them to it. And it gives honest marketers a way to stand apart from the noise without grandstanding.
If Kolster’s scores sting, good. Pain brings change. The ad world has had years to self-police and hasn’t. Public grading can help fix that.
Call To Action
As viewers, we can do more than nod along. Ask for receipts before you reward a claim. Demand numbers in the ad or a link to them. Reward brands that ship better products, not better taglines. If you work in marketing, push for product change first, campaign second. If you lead a brand, tie bonuses to measurable impact, not just brand lift.
The era of empty purpose should end. Let’s keep score, out loud, and make sure the winners are the ones changing more than their copy.
