The purpose agenda and the impact it produces for business is going through an evolution as brands transform  their language and messaging to address a backlash from detractors of the concept that good business can be profitable business. 

For example, high-profile companies have pulled back from DE&I commitments made following the murder of George Floyd. Critics of ESG (environmental, social and governance) or so-called “woke capitalism” say business has no place getting involved in social issues and should stick to core operations rather than pursuing what critics define as a liberal elite agenda.

On the other side of the coin, there have also been accusations of an increase in “purpose-washing” and inauthentic activities aimed at box-ticking and short-term gain rather than truly impactful long-term impact.

Stakeholders including employees and customers still want to know what companies stand for before interacting with them. At the same time, shareholders want positive returns on their investments. If conducted properly, the two are not mutually exclusive.

To navigate this complicated environment, businesses and communicators must tread carefully and construct smart and informed strategies in order to prosper.

The sixth PRWeek Purpose Awards will recognize campaigns that use creative ideas to further authentic purpose, create impact, and acknowledge the organizations and individuals behind them. Open to agencies, brands, public sector bodies, nonprofits and NGOs, the awards spotlight examples other PR pros and marketers can aspire to emulate.

As consumers and staffers insist on brands communicating what they believe in and standing up publicly for those values, winning a Purpose Award is the perfect way to demonstrate your organization’s impact and authenticity in this crucial area.

The awards take place virtually on May 21, 2025.