Trust is in freefall: How purpose-led communications is rebuilding it

By Jasmin Hyde, founder of Hyde & Seek Communications & Rhiannon Hendrickson, founder of Orapin.

For decades, corporate and institutional messaging was built on stability, authority, and legacy.

But in a time of relentless change and rising skepticism, that model no longer holds. Messages that sound overly polished, defensive, or disconnected from real-world action aren’t just ignored, they’re actively rejected.

Today’s audiences demand transparency, authenticity, and tangible outcomes. They want to know not just what an organization stands for but what it’s doing, and why it matters right now.

How purpose-led communications is rebuilding trust

Purpose-led communications shifts the focus from what an organization does to why it does it, and crucially, how that purpose translates into meaningful real-world impact.

The strongest strategies share three core traits:

• Purpose is reflected consistently across every touchpoint, from brand messaging and media relations to internal communications.
• Claims are rooted in credibility, backed by tangible action, strategic partnerships, or measurable outcomes, not just slogans.
• Communications are timely and relevant, tuned into social and industry shifts, and crafted to meet evolving audience expectations.

What purpose-led communications looks like

1. Vita Coco

Instead of an expensive, influencer-heavy campaign for Valentine’s Day, Vita Coco set up a DIY vending machine in the middle of Washington Square Park, handing out free drinks – no sales pitch, no filters, just a fun, surprising moment of connection. It was simple and playful, yet effectively conveyed the brand’s values of joy, ease and showing up in real life, not just online. It also aligned with the brand’s tone across other channels, reinforcing its purpose through a light-touch, in-person experience.

What we can learn from this:

• Authentic brand experiences can often resonate more than curated influencer content.
• Fun, people-focused activations build trust and create accessibility.
• Purpose-driven engagement doesn’t have to be expensive; it has to be human. Not every purpose-led moment needs metrics – small gestures can speak volumes when they reflect clear values.

2. Too Good To Go

Too Good To Go,  a social impact app that helps users save surplus food from local restaurants and grocers, has made purpose-driven communications an ongoing priority to spotlight the real-world impact of “rescued meals.” The company uses communications to show measurable impact through an annual impact report that shares key outcomes and testimonials from partners like Whole Foods, Bento Sushi and local indie stores. They supplement this with educational content on their blog and their “Look-Smell-Taste” initiative, which helps consumers better understand food labeling and prevent unnecessary waste at home. Too Good To Go uses reporting, practical education and user-focused tools to influence and connect everyday actions with measurable environmental impact.

What we can learn from this:

• Simple tools and everyday education help audiences connect values to real-life decisions.
• Transparency builds trust when reporting is consistent, measurable, and aligned with the organization’s mission.
• Turning practical actions into shared purpose gives people a reason to participate and stay engaged.

3. Dove

Dove’s The Cost of Beauty campaign exemplifies purpose-driven communications by addressing the mental health impacts of social media on young people. The short film shares the true story of a teen’s eating disorder exacerbated by harmful beauty content online, reinforcing Dove’s long-standing commitment to self-esteem and digital well-being. The campaign was supported by new research, partnerships with mental health organizations such as Maudsley Charity and Parenting Mental Health, advocacy for the Kids Online Safety Act, and the development of practical tools like the Confidence Kit, a free resource to help build positive body image at home. Dove brought its purpose to life through storytelling backed by research, partnerships, family resources, and policy advocacy, showing that meaningful communication builds lasting trust and impact.

What we can learn from this:

• Purpose-driven communications focus on real-world needs and impact over brand promotion.
• Aligning a campaign with research, partnerships, tools, and advocacy adds credibility and reach.
• Trust grows when brands communicate through action and uplift the people most affected.

Putting purpose to work

• Let actions drive your communications as Dove did by building a foundation of research, partnerships and advocacy before launching their campaign. Speak publicly after you’ve done the work, not before.
• Use everyday moments – like a vending machine in the park or a well-timed film release – to reinforce your values and build connection.
• Prioritize clarity, transparency and consistency across all channels, whether you’re reporting impact or sharing a simple tip.
• Center the people you serve. Whether it’s families, consumers or communities, let their experiences shape and lead the narrative.
• Don’t be afraid to do something different. The most memorable purpose-driven moments may feel small in scale but are deep in impact.

The brands people trust tomorrow will be the ones clearly communicating and consistently acting on their purpose today.