Purpose Fatigue: Consumers Are Tired of Caring, So What Comes Next?

After years of crisis messaging, value signaling, and emotional labor, consumers are tired—not of purpose itself, but of the pressure to care about everything all the time. In 2026, brands will need to shift from moral storytelling to practical, meaningful action. 

The Cultural Signal 

After years of cultural crisis, economic uncertainty, climate anxiety, and political burnout, consumers are tapping out.

People aren’t less empathetic—they’re exhausted. And the constant “we care, too” messaging from brands has become white noise. 

Third-party signals: 

• Edelman’s Trust Barometer found declining consumer belief that brands are living their stated values; the study also found that more than half of respondents feel brands were using purpose as a marketing tactic, rather than a genuine brand value. (Source: Edelman)  

• Employees today are more burned out and disengaged than ever, with roughly 66% of U.S. workers reporting burnout in 2025 and Gallup identifying a widespread “Great Detachment,” where many feel disconnected from their employer’s mission and purpose. (Sources: Forbes, Gallup)

• Several major corporations, including IBM, Target, Verizon, AT&T, and JP Morgan Chase, have scaled back or discontinued their DEI initiatives. Many of these programs were adopted just five years ago during the pandemic and have since been reduced amid shifting political pressures. Yet, the backlash has dwindled as more announcements (or slow fades) arise. (Source: Forbes)  

Why Now? 

Over the last five years, purpose has been everywhere—and increasingly, it has felt performative or opportunistic. Consumers still want brands to care, but they want them to do the work quietly, not loudly perform caring. 

This is the era of: 

• Less mission statements, more receipts 

• Less moral grandstanding, more meaningful action 

• Less emotional labor, more practical solutions 

Marketing Implications 

Brands should recalibrate: 

• Shift from emotional purpose → functional purpose. How does your product/service/offering tangibly make life easier, better, calmer, healthier? 

• Communicate less about “values” and more about “value.” Consumers want simplification and relief, not more pressure to care. 

• Action beats storytelling. Show community support, product improvements, and sustainability outcomes—instead of just statements about the values your company supposedly believes in. 

• Make purpose quieter. Think IKEA ’s circularity, Patagonia 's stewardship, DoorDash 's food access program, OXO 's universal design mentality. It’s all real work with real tangible benefits, with just more minimal fanfare. 

Our Prediction: brand purpose will shift from what companies say they stand for to what they quietly and consistently do to make everyday life easier/better (without asking for applause in doing so).

This article is part of a 4-part series highlighting PACO’s predictions for cultural marketing in 2026. If you missed it, see Part 1 here – and stay tuned for Parts 3 & 4!