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At the intersection of positive psychology and the world of brands, there exists a substantial gap in understanding. While both areas have been extensively studied independently, there remains a lack of research on how they can be effectively integrated in the corporate environment.

In my study journey, I pursued two paths so that eventually I could attempt to answer the ultimate question, “Can brands have purpose and contribute to society according to the PERMA model?" First, it’s necessary to understand what Purpose or Meaning entails in the PERMA model of positive psychology and to grasp purpose within the organizational context.

Purpose based on the PERMA Model

The PERMA model presented here is a framework proposed by psychologist Martin Seligman, considered one of the founders of positive psychology. He introduced this model in his book "Flourish: A Visionary New Understanding of Happiness and Wellbeing" (2011), proposing five essential elements for human well-being.

Positive Emotions: This element refers to the presence and cultivation of positive emotions in a person's life, such as joy, gratitude, serenity, interest, and hope. Positive psychology emphasizes the importance of cultivating and amplifying these emotions to promote greater emotional and psychological well-being.

Engagement: This involves the experience of being fully absorbed and engaged in an activity or task, often referred to as "flow state." When a person is engaged in a challenging activity that matches their skills, they experience a deep sense of satisfaction and accomplishment.

Relationships: This element highlights the importance of positive and meaningful interpersonal relationships for human well-being. Having healthy social connections, such as friendships, family relationships, and community ties, is crucial for promoting emotional support, mutual understanding, and a sense of belonging.

Meaning: This refers to the search for and experience of meaning and purpose in life. Having a clear sense of purpose and meaning is essential for one's psychological and emotional well-being. This may involve pursuing meaningful personal goals, contributing to something larger than oneself, and perceiving life as having a broader purpose.

Accomplishment: This element focuses on achieving personal goals and objectives, as well as recognizing and celebrating these achievements. Feeling competent, effective, and capable of achieving success in different areas of life is essential for promoting self-esteem and fulfillment.

Therefore, purpose, also referred to as "meaning," is one of the pillars of human well-being according to this model and an important component when discussing happiness and well-being. It extends beyond simple goals, representing the feeling that our existence serves a broader and more valuable purpose.

According to positive psychology, purpose is intrinsically linked to the notion of meaning, which involves the perception of a meaningful life and the recognition of our contributions to something larger than ourselves.

This can be mistaken for being involved in grand causes or having a single overarching purpose throughout life. However, this isn’t true. In his book "Qual é a Tua Obra?" (What is Your Work?), Cortella discusses purpose as a fundamental element for a meaningful life. For him, this involves the ability to see deeper meaning in our daily actions.

Livro "Qual é a tua Obra?" de Mario Cortella — Livro "Qual é a tua Obra?"

According to Cortella, purpose is intrinsically linked to our ability to recognize that our works are not mere tasks but essential parts of ourselves. When we connect with our works and acknowledge their value and meaning, we avoid alienation and find satisfaction and recognition in our achievements.

Purpose in the organizational context

In the corporate environment, purpose plays a crucial role for both companies and employees. Companies that define and clearly communicate their purpose tend to outperform and enjoy lasting competitive advantages. Moreover, a well-defined purpose guides the company's strategic decisions and attracts talent that shares the same values and goals.

For employees, working in an organization with purpose can bring greater job satisfaction and professional fulfillment, as well as foster a more engaged and productive work environment. Authenticity and genuine purpose are also crucial for building the brand identity and achieving customer loyalty in an increasingly competitive market.

Livro Sociedade do Cansaço — Livro "Sociedade do Cansaço"

Byung-Chul Han's reflections in "The Burnout Society" shed light on the importance of purpose amidst the fast-paced rhythm of modern life. Cultivating meaningful purpose becomes essential for finding meaning and direction in a world characterized by the relentless pursuit of external goals. In this context, the concept of "conscious capitalism" emerges, an approach that aims to create value not only for itself but for its entire network of relationships and stakeholders.

Returning to Cortella's insights, he also summarizes purpose well in the context of work. He emphasizes the importance of ethics and morality, which guide us in our decisions and actions, helping us answer fundamental questions about what we want, should, and can do. Promoting ethical reflection in the daily operations of companies is essential for cultivating a more conscious and responsible work environment. A good example is recognizing our interdependence with all forms of life on the planet. This symbiotic vision leads us to value and respect life in all its forms, promoting a more balanced and sustainable relationship with our planet.

But how does the brand fit into this discussion?

In the next article, we will explore what a brand is and how we might associate concepts such as “profit”, “growth”, "bigger and better", and "selling" exclusively with this word. We’ll revisit its basic concept to approach how it can be a part of contributing to collective well-being.

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