Customers, employees, and communities alike expect businesses to stand for something meaningful. However, many companies simply state a mission without taking the meaningful action required to match it. Gratitude and purpose play a key role here—not just using these ideas as occasional practices, but continually focusing on them.
For many brands, there’s a real danger in relying on buzzwords like sustainability, inclusivity, and innovation. These concepts sound great, but often fall flat when they’re not acted upon. To avoid this, companies need to make these values show up day-to-day, not just in marketing messages. A brand’s mission should be reflected in its operations, from how products are made to how employees are treated and how communities are engaged.
If a company talks about sustainability,for example, it needs to ensure its supply chain is environmentally responsible. A brand that claims to be inclusive should create a workplace where diversity is truly valued, not just used as a slogan. On top of that, it’s key for brands to stay transparent about the impact they’re making, whether that means sharing data or reports on things like sustainability efforts, employee satisfaction, or community contributions. This kind of openness helps customers and employees see that the brand is following through on its promises.
Gratitude is often overlooked as a key element of authentic brand culture. It plays an integral role in building genuine relationships with employees and customers. Gratitude is essential for creating strong connections. Gratitude starts internally, when leaders regularly recognize hard work, communicate openly, and create a supportive environment where everyone feels valued. This can turn employees into more passionate advocates for the brand and more inclined to finish their day-to-day work.
For customers, gratitude is more about personalized experiences, acknowledging their support, deepening emotional connections, and encouraging engagement. Brands that show gratitude to a broader community and the environment—through charitable events, volunteering, or sustainable practices—earn the trust and loyalty of consumers and employees who want to support brands that are making a positive impact.
Building an authentic company culture starts with a strong internal foundation that soon radiates outward, influencing everything from how you hire to how customers are treated. For a culture to be authentic, it needs to reflect the brand’s mission and values in everyday actions. This begins with the hiring process: hiring people who are passionate about the brand’s purpose and align with its values. If employees feel connected to the mission, they’re more motivated, engaged, and dedicated to helping the company succeed.
Leaders play a huge part in this, too. The ability to lead by example demonstrates the brand’s values through actions and decisions. When leadership acts and cares about the values, it sets the tone for the entire organization. A culture of authenticity thrives on open, honest communication, so it’s important to create spaces where employees can give feedback, voice concerns, and feel heard. Regular check-ins can keep everyone connected to the company’s purpose.
