Purpose is a relatively new strategic tool in the marketers’ arsenal, with much for us still to learn about how best to deploy it for maximum impact. And learn we must: Recent data from Bain reveals brand purpose is a top-three purchasing criterion for most consumers globally. In this paper, we call out four common ‘Pitfalls of Purpose’ - including irrelevance - and instead suggest the key ways in which brands can ensure their purpose advertising ends up actually mattering to their audiences.