Why do some brands build lasting influence while others fade into noise? 'The answer isn’t visibility - it’s purpose,' states Nadim Khoury, Director of Marketing & Communications at Media City Qatar. 'Companies that stand for something bigger than their products don’t just capture attention; they drive action, shape perception, and build lasting trust,' Khoury explains.
In an era of fleeting trends, real influence comes from work that is purpose-driven, results-focused, and built to make a difference. And the numbers from the "Strength of Purpose” study, which surveyed over 8,000 respondents across eight markets, prove it: consumers are four to six times more likely to buy from, trust, champion, and defend companies with a strong purpose.
Purpose isn’t just a buzzword, it’s a competitive advantage. Organizations that go beyond traditional success metrics and invest in people, embrace flexibility, celebrate meaningful work, build trust, and welcome change. These principles don’t just create a better workplace, they also create work that moves audiences and drives business impact.
Take Patagonia, for example. The company doesn’t just sell outdoor gear - it has built an entire brand around environmental activism, sustainable practices, and purpose-driven storytelling. When Patagonia ran its now-famous “Don’t Buy This Jacket” campaign, it wasn’t about selling more products. It was about challenging consumerism and reinforcing the company’s commitment to sustainability. The result? Consumers trusted Patagonia even more, leading to stronger brand loyalty and record sales. This is what happens when a company invests in purpose: it shapes perception, builds credibility, and delivers real impact.
Great work starts with great people. When companies prioritize talent development, they don’t just fill roles - they nurture innovation, problem-solving, and a sense of ownership.
Investing in people means creating an environment where they can grow, contribute, and take pride in what they produce. When people feel valued, they deliver results that matter. But talent alone isn’t enough. The way we work has changed, and rigid structures no longer serve the realities of modern business. Flexibility isn’t about working less; it’s about working smarter. When employees are trusted to manage their time, they engage more deeply, produce better work, and feel more connected to their purpose.
At the same time, success isn’t just measured in numbers or KPIs – it’s measured in impact. Organizations that recognize and celebrate work that shifts perceptions, sparks conversations, or improves lives create a culture where purpose-driven results become the standard. And none of this is possible without trust. Without trust, teams operate in silos, creativity stalls, and bold ideas never take off. Trust is built through transparency, clear communication, and a commitment to shared goals. When trust is strong, teams take risks, push boundaries, and create work that resonates beyond the organization.
But impact isn’t a one-time achievement, it requires adaptability. The best organizations don’t just react to change; they anticipate and embrace it. Whether it’s evolving strategies, adopting new technologies, or challenging old ways of thinking, staying ahead means staying open to transformation. Doing work that matters isn’t easy but it’s always worth it.
At the core of every great organization is work that makes a difference. The companies that invest in their people, trust their teams, and embrace change don’t just create better work - they shape the way the world sees, thinks, and acts. And when you have a voice, you have an obligation to use it’s not just to be heard, but to empower others to do the same.
So, the real question remains: Is your work just being seen, or is it making an impact?
Nadim Khoury is currently managing global marketing at Media City Qatar. He spent the last two decades as part of WPP leadership team (Grey Group & Wunderman Thompson) managing marketing for global and regional brands across the MENA region.
