By Henry Mauriss

We live in a time when attention is everything—and harder than ever to earn.

Consumers are bombarded with messages everywhere they go. On their phones. In public spaces. During commutes. While waiting at the airport or scrolling at the doctor’s office. As someone who runs a media company—ClearTV—I spend a lot of time thinking about what actually cuts through the noise. What do people pay attention to, and more importantly, what do they care about?

The answer is becoming clearer by the day: people want purpose.

In today’s marketplace, brands that lead with meaning, not just marketing, are the ones building real connections. They’re not just selling—they’re standing for something. And that’s what will win attention now and into the future.

Trust Is the New Currency

Years ago, brand loyalty was largely based on familiarity or convenience. If something worked and the price was right, consumers stuck with it. That’s no longer the case. Today’s consumer wants to know who they’re buying from and why that company exists.

They want transparency. They want ethics. They want alignment.

Whether it’s a streaming platform, a sneaker brand, or a coffee company, people are asking deeper questions: Does this brand reflect my values? Do they care about the world I live in? Are they making a difference, or just a profit?

In my experience—especially through the lens of ClearTV—brands that show up with integrity, with a mission, and with a human story behind their message are the ones that consistently outperform. Trust is no longer a bonus. It’s the baseline.

Purpose Isn’t a Campaign. It’s a Commitment.

There’s a big difference between running a cause-based ad and being a purpose-led brand. The first is marketing. The second is culture.

When a brand builds its identity around a real mission—whether it’s environmental impact, mental health, inclusion, or community development—that purpose becomes woven into everything it does. It’s not something you turn on for one quarter. It’s something you live by, every day.

We’ve seen this clearly at ClearTV. When we air content or campaigns that align with meaningful initiatives—like veteran support, cancer research, or youth empowerment—they consistently perform better. Viewers don’t just watch. They feel.

And when a brand can make someone feel something genuine, that moment of connection creates long-term loyalty.

Gen Z Is Leading the Shift

This shift toward purpose isn’t just a trend—it’s generational. Gen Z has grown up in a world filled with social, environmental, and economic challenges. They expect the brands they support to be part of the solution.

They’re not afraid to call out hypocrisy, walk away from performative gestures, or demand accountability. But when a brand earns their trust through consistent action, the response is powerful.

They’ll share it. Celebrate it. Advocate for it.

That’s why purpose-led brands are growing faster than ever. They’re building communities, not just customer bases. And that’s a game-changer in today’s fragmented media landscape.

Media Must Evolve With This Mindset

As someone who works in media, I see this shift as both a challenge and an opportunity. The challenge is: we can’t just broadcast messages. We have to curate moments that matter.

People aren’t just looking at screens anymore. They’re filtering everything through a personal lens. What’s relevant to me? What’s real? What’s worth my time?

At ClearTV, we design our content streams around that mindset. Whether someone is sitting in a hospital waiting room or waiting at baggage claim, we ask: what’s going to connect? And increasingly, the answer is purpose.

Brand messaging that’s empty or overly polished? It gets ignored. Content that reflects real-world issues or offers a window into a brand’s soul? That holds attention.

Purpose Drives Performance

Some still believe that purpose is a distraction from profit. I strongly disagree. In fact, I’ve found that purpose drives performance.

Purpose creates alignment inside a company. When your team knows why they’re doing the work, morale improves. Retention goes up. Creativity flows more naturally.

It also simplifies decisions. When your brand knows what it stands for, it’s easier to say yes—or no—to opportunities. That clarity adds efficiency, not overhead.

And from the consumer side, purpose builds brand equity. People will choose a brand that shares their values—even if it’s not the cheapest option—because it feels like the right one. That emotional connection is priceless.

How to Start Being Purpose-Led

If you’re building a brand or leading one, here’s my advice: don’t wait to define your purpose. Start now.

Ask yourself:

• Why do we exist beyond the product?
  
• Who do we serve and how do we help them?
  
• What change do we want to see in the world?
  

Once you find that clarity, don’t just put it in a mission statement. Bring it into hiring, product development, marketing, and everyday decisions.

And be consistent. Nothing erodes trust faster than saying one thing and doing another.

Final Thoughts

The future belongs to brands that stand for something. Brands that understand people want more than convenience—they want meaning.

We’re living in a noisy world, and attention is fleeting. But if your brand can earn someone’s trust through purpose, that moment of connection can turn into a relationship that lasts.

Whether I’m working with ClearTV or leading Joshua’s Collective, the lesson is the same: people don’t just want to buy. They want to believe.

Give them a reason—and they’ll give you their attention. Not just for a moment, but for the long run.