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To discuss how brands can contribute to society, it's essential to delve into branding, as mentioned in the second article, because within this discipline all strategic decisions are made and long-term image is built.

Branding, or brand management, plays a crucial role in how companies connect with consumers and impact society. It's a strategic tool that goes beyond mere visual identity construction and product communication, involving the definition of values and purpose that guide the brand's actions. In this context, we can explore how branding can be used as a powerful tool to promote social well-being and create a positive impact on society.

The branding process aims to build and strengthen the brand identity and perception among consumers. This involves not only tangible aspects like products and functional attributes, but also values and purposes aligned with consumers' needs and aspirations. By simplifying and enriching consumers' lives in a complex world, branding seeks to create a relationship of identity and meaning between the brand and its audience.

Furthermore, as we've discussed, branding is closely related to establishing an authentic and meaningful purpose for the brand. This purpose goes beyond merely selling products and aims to positively impact society through actions that promote social, political, economic, and/or environmental change.

When properly directed, brand activism can contribute to significant societal changes, raising awareness and mobilizing people for important causes.

A notable example of how brands have used branding to promote social well-being is Nike. The company redefined its slogan "Just Do It" to promote not only sports but also social change, addressing issues such as racial equality, inclusion, and sustainability. Other brands, like independent Brazilian breweries, have also engaged in social issues such as racism, homophobia, and sexism, demonstrating a commitment to values that resonate with consumers.

It's important to recognize that not all brands claiming to have a genuine purpose are truly committed to actions that promote social well-being. Often, brand purpose is used merely as a marketing strategy to attract consumers, lacking genuine commitment to the cause. Therefore, brands must be transparent and authentic in their actions, genuinely seeking to positively impact society in a responsible manner.

In this regard, the 6Ps of brand activism proposed by Kotler & Sarkar (2018) provide a valuable framework for brands wishing to engage in meaningful social impact actions:

Purpose - Core brand values: the purpose is intrinsic to the core values of your brand and the causes you and your company advocate for. Why does your company exist and what are the essential principles guiding it?
Policy - Driving tangible change: actively pursuing real change through serious political engagement, aiming to address root problems effectively.
People - Employee engagement: it's crucial that employees not only believe in but are genuinely connected to the issues and movements the brand supports. They should be part of and drive positive change.
Power - Impactful resource utilization: leveraging all the power and influence brands have over politicians, media, and consumers to promote building a better world, beyond the goal of simply selling products.
Narrative - Telling meaningful stories: using the brand's voice and touchpoints to tell engaging stories that inspire and engage consumers in the movements the brand supports.
Pop Culture - Connecting with consumers: establishing an authentic connection with consumers can boost the brand and mobilize them to engage with the movements the brand represents. Additionally, supporting these movements can make the brand more relevant and memorable in popular culture.

Therefore, while there is evidence that brands can indeed have a purpose, it's important to recognize that many cases still limit themselves to mere brand storytelling, without addressing the necessary 6 pillars of activism required to effect real change. Thus, further in-depth investigation and case studies are still needed to validate the hypothesis developed during my studies.

Regardless of whether brands follow the purpose of the PERMA model from positive psychology, the truth is that we, as marketing managers, can no longer rely solely on traditional sales and promotion strategies. Today's consumers seek brands that not only satisfy their functional and emotional needs but also align with their personal values and contribute to positive societal change. Given this growing demand for socially responsible and authentic brands, I believe it's beneficial to integrate approaches from positive psychology and marketing 3.0 into brand management.

This is an article that is part of a series based on my postgraduate thesis in Positive Psychology.