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Finding Common Ground in a Divided World: A guide for Australian Brands

We’re living in a time where the world can feel more divided than ever – opinions clashing, priorities shifting, and it’s easy to feel like there’s no middle ground. But here’s the thing: brands have the power to build bridges. People are searching for connection and meaning, drawn to businesses that put people first, support communities, and actively work to make the world a better place.

And this isn’t just about what you say on the outside. It goes deeper than marketing and communications. This is about culture and leadership – the heartbeat of your brand – where positive impact must begin. It’s about weaving values into every thread of your business: strategy, leadership, culture, communications, product design, and beyond. When values are embedded at every level, they spark actions that matter, stories that inspire, and solutions that make life better for everyone.

Look to brands like Huskee, turning coffee waste into sleek, sustainable cups, or Heaps Normal, rewriting the rules of Australian drinking culture with a healthier twist. Then there’s Intrepid Travel, inviting us to explore the world responsibly, leaving a lighter footprint behind. They’re not just selling a product – they’re inspiring a movement.

If your brand is ready to create something bigger, to stand for something real, and to bring people together, then let’s explore how you can lead with purpose and make it count.


huskee bcorp brand

1:
Anchor Your Brand in Purpose

Purpose is the compass that guides every successful values-based marketing strategy. A purpose-driven brand doesn’t just talk about values – it embodies them in its operations, culture, products, and partnerships. An authentic strong sense of purpose resonates deeply with people. PwC research shows that people are four to six times more likely to purchase from, trust, protect, and champion companies they perceive as having a strong purpose and brands with a clearly articulated purpose grow twice as fast as those without.

Huskee is an obvious example of this approach by building its brand around sustainability. Huskee creates reusable coffee cups from recycled coffee husk – a by-product of coffee processing – Huskee turned waste into a practical AND super good-looking solution. Their commitment to reducing single-use waste isn’t just a campaign; it’s central to who they are as a brand and informs everything they do. It truly is ‘why’ they exist, and everyone knows it.

  • Start by defining your purpose: What’s the positive change your brand is uniquely positioned to create?
  • Ensure that every touchpoint – product design, supply chain, marketing – reflects your commitment to that purpose.
  • Use storytelling to share your journey transparently. People don’t expect perfection, but they value honesty and progress.

Heaps Normal: A guide for Australian Brands

2:
Inspire Action Through Collaboration

In this day-and-age, people don’t want to be passive recipients of marketing – they want to feel empowered to make a difference. The most effective brands create opportunities for their audience to take part in their mission.

Heaps Normal, a non-alcoholic beer company, is reshaping the Australian drinking culture. Their message, “Too good to be wasted,” isn’t just about the product – it’s about encouraging Aussies to rethink their relationship with alcohol. By framing their mission as a movement rather than a product pitch, they invite their audience to join the conversation and become part of the change.

  • Offer initiatives that make it easy for customers to engage, such as loyalty programs tied to sustainable practices or community events.
  • Partner with like-minded organisations or movements to amplify impact.
  • Celebrate peoples contributions through user-generated content, customer stories, or shout-outs in your campaigns.

Intrepid Travel. A guide for Australian Brands

3:
Showcase Positivity and Unity

In what can feel like a divided world at times, positivity, hope and unity stand out. Brands that focus on what brings us together rather than what divides us build stronger emotional connections. Edelman’s Trust Barometer found that 63% of people prioritise trust in the brands they support, with trusted brands earning loyalty, advocacy, and repeat purchases.

Intrepid Travel demonstrates this beautifully through their commitment to responsible travel. They’ve built a brand that celebrates cultural diversity (and environmental stewardship) by championing partnering with the local communities they work in. This goes beyond what they do, but to the core of how they do it, through their internal culture and also their communications. And in their campaigns, they don’t just sell tours – they inspire travellers to explore the world, slow down, connect and leave it better than they found it.

  • Highlight stories of collaboration and shared success, whether it’s through local partnerships, team efforts, or customer achievements.
  • Use campaigns to bring people together around common causes, such as environmental conservation or community support.
  • Avoid divisive messaging – focus on what unites your audience rather than what sets them apart.

Outland Denim
4:
Measure and Share Your Impact

Transparency is non-negotiable for building trust. People expect brands to back their promises with measurable results. PwC’s Consumer Intelligence Series found a significant gap between executives’ perceptions of trust and how people actually feel, underscoring the need for openness. Sharing your progress not only builds credibility but also inspires loyalty.

Outland Denim and Intrepid Travel are leading examples of this approach. Outland Denim publishes annual Impact Reports detailing their sustainability and social responsibility progress, providing customers with clear insights into their initiatives. Similarly, Intrepid Travel releases their Annual Reports that transparently share their environmental and social performance, reinforcing their commitment to responsible travel.

  • Set clear goals for your values-driven initiatives and track progress regularly.
  • Publish annual updates or impact reports that show your commitment to transparency.
  • Celebrate milestones with your audience to reinforce their role in your journey.

The Opportunity for Australian Brands

Australia is uniquely positioned for brands to lead with purpose. From protecting our natural environment to championing inclusivity and community resilience, there are countless ways to connect with audiences authentically. By anchoring your strategies in purpose, empowering your audiences, and fostering unity. Like these Australian brands, they're proving that values-driven marketing isn’t just good for business – it’s essential for building a better future.

For Australian brands aspiring to make a difference, the path forward is clear: lead with heart, act with integrity, and invite others to join you on the journey.

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