Here's a great article from CMO.com about General Mills and how they are embracing purpose-driven marketing.
Outlining a brand’s purpose and then shaping brand engagement around that purpose is the key to effective marketing.
Seek to serve the consumer, and anchor with purpose
On the benefits of Purpose:
Once you have a clear purpose, Addicks reiterated, it really makes a brand think differently about content and how to distribute it.
And great info on how its brands like Betty Crocker, Cheerio, and Wheaties re-discovered their Purpose and activtated it through new strategies.
A very insightful read and great example of Purpose in action.