This PhD studentship is focused on a critical interrogation of Brand Purpose within the FMCG sector. The central research question is ‘What explains the rise (and demise?) of Brand Purpose within the FMCG sector?’

Brand Purpose, as a concept, sits amongst a suite of related terms, each with slightly different histories, emphases and meaning. These include: Brand Social Purpose; CSR; Sustainable Branding, Brand Activism and Conscientious Corporate Brands.

Typically, Brand Purpose is how brands articulate and align their social, ethical, and environmental missions with consumer expectations, and how through these efforts brands seek to influence consumer behaviour, loyalty, and make a positive societal impact. Our interest, for this project, centres on how brands seek to grow their business through addressing social problems (what some call ‘brand social purpose’). It is specific to the FMCG sector; characterised by the marketing of ‘low involvement’, every day and mundane products (e.g. soap, toothpaste, shampoo, washing powder, snacks and sauces etc). Brand Purpose therefore presented FMCG companies with the possibility of communicating their mundane products in new and engaging ways. Persil washing powder, for example, not only cleans your clothes but, with the addition of purpose, actively encourages children to get dirty, because that’s how they learn and develop.

There is, however, evidence of a retreat from Brand Purpose, as a strategic approach, amongst global FMCG organisations. For example, Unilever has recently rolled back from the position that all of their leading brands should have a Brand Purpose. Danone and P&G have similarly scaled back their claims around the strategic value of Brand Purpose. Nothing to date has been published within the academic literature around why these global FMCG organisations have scaled back their Brand Purpose activities; nor where it survives, in what form, and under what strategic conditions.

We envisage a “Three Essays on the Rise (and Demise?) of Brand Purpose” style of PhD. The first two essays will focus on: 1) a comprehensive and systematic review of Brand Purpose from both an academic and practitioner perspective; and 2) an in-depth case study of Brand Purpose within a single brand owning FMCG company - e.g. Unilever, P&G, S G Johnson or Danone. Alternatively, this second essay might focus on a particular brand and the various market actors involved in brand social purpose-work (for example various teams within the ‘client’ organisation, agencies, NGO partners, government agencies, scientific experts etc).

We envisage that the third essay will explore, explain and account for the ‘retreat’ from Brand Purpose within the FMCG sector.

The extant literature on Brand Purpose is entirely focused on markets within the global north. We are especially interested in the ‘global’ reach of FMCG organisations and how Brand Purpose, as a strategy, plays out in specific regions/markets within the global south.

Key Research Questions

‘What explains the rise (and demise?) of brand purpose within the FMCG sector?’

• How is Brand Purpose conceptualised by academics and amongst practitioners?
• How is Brand Purpose operationalised within the FMCG sector, by a specific company, category and/or brand?
• How can the “retreat” from Brand Purpose, as a marketing strategy, be explained?

Research Methodology

Systematic literature review; qualitative research methods including case studies research and in-depth interviews.

The Ideal Candidate

• A demonstrable interest in the role of brands in society.
• An undergraduate degree and master’s degree in the social sciences, or a related field.
• Strong researching skills, with a passion for academic inquiry and a desire to become an academic researcher.
• Excellent communication and writing skills, and the ability to work both independently and as part of a research team.
• Comfortable setting up and conducting interviews with marketers (of all levels) working in FMCG sector
• A proactive, innovative, and curious mindset.

Key dates

• Expressions of interest: open now
• Final applications for UoB studentship funding submitted by: 31 ^st March 2025
• Start Date: September/ October 2025

Enquiries and Applications

Professor Avi Shankar [email protected]

Dr Simon Blyth [email protected]