To create the solutions that can tackle such problems as climate change, biodiversity loss and inequality, firms need to care. A commitment to caring helps managers to listen to others and to have the courage to act in line with their brand purpose. The idea of brand purpose has become widely discussed as a way of enhancing the value of brands and their relevance to consumers and other stakeholders. This study aims to gain insights from senior managers in marketing agencies, an under-researched stakeholder group actively translating brand purpose. A qualitative methodology was chosen due to the lack of substantive theory. Semi-structured interviews were conducted with 35 senior managers from UK marketing agencies, selected for branding expertise and experience. Questions were developed based on literature and interviews were recorded, transcribed, and coded using NVivo. Findings reveal that an authentic brand purpose enables brands to care beyond financial motivations. Brand purpose answers the “why” question, providing meaning and clarity to stakeholders. This research contributes to understanding brand purpose and perceived authenticity. Authentic purpose drives care and gives brands a reason to exist beyond financial incentives. Marketing agencies play a crucial role in shaping and communicating brand purpose, affecting stakeholders’ perception.