The article addresses the phenomenon of "purpose fatigue" in the business world, where brands focus excessively on social causes and world-saving missions, neglecting the quality of their products. Ricardo Soares, CEO of Apollotec, analyses this trend that he considers problematic for the long-term success of companies.
The author argues that many contemporary brands dedicate more energy to communicating values and causes than to developing and offering quality products. This inversion of priorities can lead to a alienation of consumers, who primarily expect companies to fulfill their basic function of providing good products or services.
Soares warns of the risks of this strategy, suggesting that brands may be losing sight of the essential: the fundamental value proposition of the business. An excessive focus on social messaging can create a disconnection between what the brand promises and what it actually delivers.
The article presents itself as a critical reflection on the direction many companies are taking, with the CEO of Apollotec suggesting that the balance between purpose and product quality is fundamental to the sustainability of any brand.
