Why Most Brands are Failing their Communities

Watching brands fail our communities feels like watching a slow-motion car crash.

As someone who's spent over a decade running a frontline domestic abuse charity in London, I've seen how corporate activism can either help save lives or destroy hope.

But what really disappoints me is the lack of self-awareness many brands have: what if your brand's attempts to 'do good' are actually making things worse?

The Cost of Playing it Safe

Let me be crystal clear about something.

I believe we're facing a crisis of authenticity in brand purpose. Too many companies are playing it safe, hiding behind carefully crafted CSR reports and stock photos of smiling people pointing at laptops.

And honestly? I'm tired of it.

Something extraordinary happens when brands dare to show their real impact. Not the glossy, corporate version. The raw, human truth of lives being changed.

Authentic Brand Purpose Matters

I'll tell you what I really think about brand purpose as we approach 2025.

Most of what passes for "purpose-driven branding" is just carefully packaged fear.

Fear of controversy.

Fear of criticism.

Fear of showing the messy, beautiful reality of community impact.

But the brands actually creating change? They're the ones brave enough to show their real work in communities.

Real Impact in British Business

Let me show you what genuine brand purpose looks like in action.

Here in UK, ethical fashion pioneer Stella McCartney doesn't just talk about sustainability - she documents the entire journey, showing the real craftspeople, the innovative materials, the actual impact on reducing fashion waste.

The Co-op doesn't just publish statistics about their community work. They share authentic stories from local food banks, community centres, and grassroots organisations they support across Britain.

Documenting Truth

When I document social impact projects across London, I notice something profound.

The most powerful moments aren't in boardrooms or at charity galas. They're in the community centres, the local projects, on the streets - that's where the moments of real change happens.

These are the stories that deserve to be told - not through corporate headshots, but through authentic visual storytelling that captures the heart of your impact.

Learning from UK Social Enterprises

Some of the most compelling examples come from Britain's thriving social enterprise sector:

Change Please coffee, born right here in London, trains homeless people as baristas. But they go beyond sharing success metrics - they document the real journeys of their baristas, showing both challenges and triumphs.

Toast Ale, another London success story, brews beer from surplus bread. Their impact storytelling shows the actual local bakeries they work with, the brewing process, and the communities benefiting from their work.

Camden Giving is a standout example of grassroots impact in action. Rather than imposing solutions, they invest directly in local people and projects, empowering communities to tackle inequality on their terms. It's a vibrant reminder that real change starts with those who understand their community best.

Documenting Community Change

The most successful brands who want to create real social impact genuinely are those who are prepared to document and share their failures and successes.

Through my work photographing social impact projects, I've seen how sharing the complete journey - including the struggles - builds deeper trust than only showing the wins.

Look at how The Big Issue approaches social impact. They don't just share vendor success stories - they document the real challenges, the daily struggles, and the authentic moments of transformation.

Dame Vivienne Westwood's climate activism wasn't just about statements. She showed the real impact of fast fashion, documented sustainable alternatives, and captured the voices of affected communities.

Documenting Impact

Tomorrow's purpose-driven brands will be judged not just on their impact, but on how honestly they share that impact.

Companies like COOK, which employs people from disadvantaged backgrounds, are leading the way. They share authentic stories of their team members, documenting real journeys of transformation.

- Marks & Spencer doesn't just talk about sustainability - they show the actual farmers and suppliers in their supply chain

- Timpson shares stories of their work with ex-offenders through the real voices of their colleagues

Creating Lasting Change

The most powerful brand purpose comes from consistent documentation of real change over time.

This means:

• Recording the journey, not just the destination
• Showing the faces of real impact
• Documenting both successes and setbacks
• Sharing authentic stories of transformation

Raw Storytelling

The pioneers in this space understand something crucial - If you want to make real change, you have to show real people and real stories.

Through these examples and expert insights, we can see that authentic impact documentation isn't just about telling stories - it's about showing the real, human face of change.

It's about capturing the moments that matter, the lives being transformed, and the communities being built.

Your Brand's Choice

My belief is that the future for brands isn't built on marketing budgets or clever campaigns.

It will be built on the courage to care deeply, act boldly, and show the real impact they're having in the world - not through corporate glossy marketing, but through authentic stories of transformation.

Your brand could be a force for genuine change.

The question isn't whether your brand will have a purpose.

The question is:

Will you have the courage to let that purpose guide every decision you make, and will you be brave enough to show the real, human impact of that purpose?

The world doesn't need more brands with purpose statements.

It needs more brands brave enough to put purpose into action - and brave enough to show that action honestly.

Will yours be one of them?

About the author, Matt Mahmood-Ogston

Thank you for reading this edition of Becoming a Personal Brand. A newsletter that explores the intersection of changing the world + storytelling through branding.

Hit the subscribe button to receive a new edition each week.

Who am I?

I'm a social impact photographer for half of my week, and a charity CEO for the other half.

I use my unique blend of skills and lived experience to support brands that want to document their positive impact on society.

Need some help documenting the social impact of your ESG or CSR projects? Message me.

My award-winning work has been seen on channels such as BBC, ITV, Channel 4, and Sky; I've delivered over 80 public talks and keynotes and worked with iconic brands such as Magnum Photos, Meta, Capgemini, RBS, NatWest, Barclays, Lloyds Bank, TSB and AVID. Plus I've helped a Dragon from BBC’s Dragons’ Den brand and launch five startups.

In my rare moments of downtime, you'll find me in London walking my French Bulldog, Lola, or working on Bona Parle, my new social impact platform for creators and changemakers.

View my portfolio or follow me here on LinkedIn → Matt Mahmood-Ogston 🧲

Sending peace and love for a positive and productive week ahead.