Brand copywriting in a post-purpose world
Phil Robinson
Why B2B brands must rethink their messaging before they get tuned out
For the past decade, brand purpose has been the golden ticket in marketing. The playbook was simple: stand for something bigger than your product, weave social impact into your messaging, and watch consumers reward you with loyalty, engagement and increased revenue.
But here’s the plot twist: that strategy can backfire – if you don’t back up your claims.
The data nobody wants to talk about
Let’s start with the numbers:
- 52% of consumers have reported false or misleading information about sustainability actions taken by brands
- In a study by the UK Government, of 500 websites analysed, up to 40% of businesses’ green claims could be classed as deceptive
- The same research found that seven out of 10 British consumers don’t consider environmental claims by businesses to actually be credible.
This isn’t just a consumer trend – it’s hitting B2B hard. Buyers are becoming increasingly cynical about grand statements on sustainability, diversity and corporate responsibility. What they want now is proof, not platitudes.
The B2B shift: From “we care” to “here’s what we’re doing”
The B2B landscape is changing fast, and purpose-washing is no longer a competitive advantage.
Old playbook: “We’re committed to a greener future.”
New playbook: “Our cloud infrastructure cuts energy costs by 32%, reducing carbon footprint and expenses.”
Old playbook: “We believe in empowering diverse voices.”
New playbook: “Our AI tool eliminates bias in hiring, improving candidate diversity by 45%.”
Old playbook: “We prioritise ethical supply chains.”
New playbook: “We provide full supply chain transparency so you can track every material back to its source in real time.”
B2B buyers don’t want big-picture promises – they want tangible benefits backed by data, case studies and real-world outcomes.
What works now: The new era of B2B copywriting
So, what should B2B brands focus on instead? Hard-hitting, proof-based messaging that delivers ROI, efficiency and outcomes.
1. Proof over promises
B2B buyers don’t need another mission statement, they need evidence. Instead of vague “we care” messaging, offer:
- Third-party research that backs up your claims
- Real-world case studies that demonstrate impact
- Data-driven comparisons that prove your product is superior
Example: Instead of saying, “We help businesses reduce waste,” say:
“Companies using our software cut operational waste by 47% in the first year.”
2. Make the customer the hero
Stop talking about how your brand is saving the world. Shift the focus to how your customer benefits.
Example: Instead of saying, “We’re committed to digital inclusion,” say:
“Our accessibility tools help businesses reach 20% more customers with disabilities.”
B2B buyers want to see what’s in it for them – so show them.
3. Drop the jargon, embrace the reality check
Too much B2B copywriting is bloated with corporate fluff. In a post-purpose world, direct, unfiltered and even slightly irreverent messaging is cutting through the noise.
Example: Instead of:
“We believe in leveraging innovative, forward-thinking sustainability initiatives for a more responsible future.” say:
“Your servers shouldn’t cost the planet. Our cloud platform runs 80% cleaner and 50% cheaper.”
4. Be transparent about what you’re not
In a landscape filled with big, vague promises, one of the most unexpected trust-builders is honesty about limitations.
Example:
“We’re not 100% carbon neutral – yet. But by 2026, we’ll cut emissions by 60% with these three initiatives.”
This level of self-awareness and credibility is what today’s B2B buyers actually trust.
Final thought: If you’re still writing like it’s 2019, you’re losing business
B2B brand copywriting must evolve beyond empty purpose-driven marketing. The new rules are simple:
- Be clear. Don’t waste words – get to the value.
- Be real. Proof beats promises always.
- Be outcome-driven. Show impact, not ideals.
The brands that ditch the old playbook first will be the ones that win in 2025 and beyond.
So the real question is – how fast can you adapt?
Think your brand copywriting could do with a refresh? Get in touch at marketing@proctorsgroup.com
