Why B2B brands must rethink their messaging before they get tuned out

For the past decade, brand purpose has been the golden ticket in marketing. The playbook was simple: stand for something bigger than your product, weave social impact into your messaging, and watch consumers reward you with loyalty, engagement and increased revenue.

But here’s the plot twist: that strategy can backfire – if you don’t back up your claims.

The data nobody wants to talk about

Let’s start with the numbers:

• 52% of consumers have reported false or misleading information about sustainability actions taken by brands
• In a study by the UK Government, of 500 websites analysed, up to 40% of businesses’ green claims could be classed as deceptive
• The same research found that seven out of 10 British consumers don’t consider environmental claims by businesses to actually be credible.

This isn’t just a consumer trend – it’s hitting B2B hard. Buyers are becoming increasingly cynical about grand statements on sustainability, diversity and corporate responsibility. What they want now is proof, not platitudes.

The B2B shift: From “we care” to “here’s what we’re doing”

The B2B landscape is changing fast, and purpose-washing is no longer a competitive advantage.

Old playbook: “We’re committed to a greener future.”
New playbook: “Our cloud infrastructure cuts energy costs by 32%, reducing carbon footprint and expenses.”

Old playbook: “We believe in empowering diverse voices.”
New playbook: “Our AI tool eliminates bias in hiring, improving candidate diversity by 45%.”

Old playbook: “We prioritise ethical supply chains.”
New playbook: “We provide full supply chain transparency so you can track every material back to its source in real time.”

B2B buyers don’t want big-picture promises – they want tangible benefits backed by data, case studies and real-world outcomes.

What works now: The new era of B2B copywriting

So, what should B2B brands focus on instead? Hard-hitting, proof-based messaging that delivers ROI, efficiency and outcomes.

1. Proof over promises

B2B buyers don’t need another mission statement, they need evidence. Instead of vague “we care” messaging, offer:

• Third-party research that backs up your claims
• Real-world case studies that demonstrate impact
• Data-driven comparisons that prove your product is superior

Example: Instead of saying, “We help businesses reduce waste,” say:
“Companies using our software cut operational waste by 47% in the first year.”

2. Make the customer the hero

Stop talking about how your brand is saving the world. Shift the focus to how your customer benefits.

Example: Instead of saying, “We’re committed to digital inclusion,” say:
“Our accessibility tools help businesses reach 20% more customers with disabilities.”

B2B buyers want to see what’s in it for them – so show them.

3. Drop the jargon, embrace the reality check

Too much B2B copywriting is bloated with corporate fluff. In a post-purpose world, direct, unfiltered and even slightly irreverent messaging is cutting through the noise.

Example: Instead of:
“We believe in leveraging innovative, forward-thinking sustainability initiatives for a more responsible future.” say:
“Your servers shouldn’t cost the planet. Our cloud platform runs 80% cleaner and 50% cheaper.”

4. Be transparent about what you’re not

In a landscape filled with big, vague promises, one of the most unexpected trust-builders is honesty about limitations.

Example:
“We’re not 100% carbon neutral – yet. But by 2026, we’ll cut emissions by 60% with these three initiatives.”

This level of self-awareness and credibility is what today’s B2B buyers actually trust.

Final thought: If you’re still writing like it’s 2019, you’re losing business

B2B brand copywriting must evolve beyond empty purpose-driven marketing. The new rules are simple:

• Be clear. Don’t waste words – get to the value.
• Be real. Proof beats promises always.
• Be outcome-driven. Show impact, not ideals.

The brands that ditch the old playbook first will be the ones that win in 2025 and beyond.

So the real question is – how fast can you adapt?

Think your brand copywriting could do with a refresh? Get in touch at marketing@proctorsgroup.com