The Role of Brand Purpose in Purchase Decisions: Evidence and Mid‑Market B2B

In 2026, brand purpose is no longer a “nice-to-have” in the mid-market B2B space—it’s a strategic lever. This deep dive explores new data, buyer psychology, and real-world examples showing how brand purpose shapes vendor selection, trust, and long-term loyalty in a B2B environment increasingly shaped by values as much as value.