Realising the benefits of differentiation, some brands broadcast their social purpose before they do much actual good. Their marketers are using social purpose to boost the brand's reputation, rather than embracing the purpose itself. Making a real difference with social problems is hard enough; to succeed, it has to follow from an authentic, company-wide commitment to the purpose. Otherwise the mission is just window-dressing, or what we call "purpose-washing" ― similar to green-washing, where purpose-driven activities serve mainly for publicity purposes. We end up with what Anand Giridhardas describes in Winners Take All: "social purpose that just furthers the charade of elites disrupting the old order without giving much back". Purpose-washing brands gain one of the benefits of social purpose, differentiation, but only for a short while. They lose out on positioning for future markets, and they might even make employees feel worse about working for them.