Why GenZ Values Making A Bald Man So Rich That He Can Send Katy Perry Into Space

June 18, 2025

Alright, let’s talk about purpose. Again. 

Because, let’s be honest, as an industry we seem to have a bit of a love affair with the idea that purpose is the magic bullet for business success. And every few years, someone dusts off the old “people buy from brands that share their values” line and trots it out as if it’s gospel.

But here’s the thing: I’m not convinced. And I’ve done Tough Mudder, so I know a thing or two about perseverance.
Yes. That is me shoe-horning in that I did a Tough Mudder.
I done a Tough Mudder.

The Ever-Shifting Sands of Consumer Values
Anyway, let’s start by considering our obsession with generations. Which is total and utter bollocks, by the way.
We're told that Millennials value experiences over things. 

Gen Z? Same. 

Gen Alpha? Probably the same. 

Marketers love nothing more than to slap a label on a cohort and declare that this is what they want. But the reality is messier. For every Gen Zer who’s boycotting fast fashion, there’s another who’s making Shein one of the biggest brands in the world.

Let's unpack that, because what that really means is that Gen Z values making a little bald man so rich that he can send Katy Perry into space. 

Purpose: Good for Society, Not Always Good for Profit
Now, don’t get me wrong. Purpose is a good thing. In fact, it’s a great thing. We need more businesses that want to make the world a better place. We’re knee-deep in an eco-crisis, drowning in global turmoil, and if brands can step in and do some good, I’m all for it.

But let’s not confuse “good for society” with “good for the bottom line.” The purpose of most businesses—mine included—is to make money. That’s not cynical; it’s just honest. 

And as a marketer, my job is to help my clients make more of it. 

There are, of course, purpose-driven brands out there doing amazing things. Take Tony’s Chocolonely. (Yes, I said it right this time.) They started as a pressure group to end child and slave labour in the chocolate industry, and now they make some of the best chocolate you can buy. 

I was a fan before I knew about their mission.

But let’s be clear: these brands are the exception, not the rule. Most businesses exist to make money for their shareholders. And that’s okay. Though there is nothing wrong with a lifestyle business that covers the bills either.

Purpose as a Profit Driver? Don’t Kid Yourself
Mark Ritson says it best: “The purpose of purpose is purpose.” It’s not a profit driver. 
If anything, purpose should cost you money, because you’re doing it for the right reasons. 

Anyone who sets out a “why” just to sell more stuff is missing the point. And if you think Gen Z or Gen Alpha are going to make you rich because you’ve got a shiny purpose statement, you’re barking up the wrong planted-for-CSR tree (or not really planted if you're James Watt).

Look at the richest people in the world. Jeff Bezos. Elon Musk. Do their ethics match yours? Probably not. But people still buy from them. Because, at the end of the day, most people buy what they want, not what aligns with their values.

The Bottom Line
Purpose is important. It’s good for society. It’s good for culture. But it’s not a silver bullet for business success. The best brands know how to balance purpose with profit, but never confuse the two. And as marketers, our job is to help our clients make money—ethically, if we can, but always honestly.

And if you want to support a good cause, you can always donate to The Esme Orike Foundation. Or just ask me about Tough Mudder.

I’ve done one you know.
 

Cheers