Purpose‑led brands that want to change the world need more than one‑off campaigns; they need a Gramscian “war of position” that patiently reshapes cultural common sense around climate, justice and democracy. By aligning governance, supply chains and storytelling with a long‑term counter‑hegemonic vision, brands can move beyond shallow purpose marketing and help build a new moral and political settlement that makes sustainable, just ways of living feel normal, desirable and unavoidable.