What if we told you communicating with Purpose could help your organization break through the clutter? Not just break through – but actually ignite physical reactions like increased attention, heightened arousal and emotion that consumers themselves may not even be aware of. And those physical reactions have a ripple effect. What if we told you Purpose has the undeniable power to create deeper bonds that transform the traditional consumer-company relationship?
Enter the world of Purpose.
We are pleased to share the newly released 2019 Porter Novelli/Cone Purpose Biometrics Study. The study, marrying a survey of 1,000 Americans with first-of-its-kind biometrics research technology, finds Purpose messages evoke demonstrable physical responses – which then inspire consumers to act.
Key findings include:
Purpose ignites physical and emotional responses: Purpose-driven advertisements were more effective in two-out-of-three brand categories tested – with higher levels of attention, emotion and arousal from these advertisements overall.
Purpose builds deeper bonds: 79% of Americans say they feel a deeper personal connection to companies with values similar to their own – and overwhelmingly, biometrics respondents said they’d be more likely to feel better about a brand with a Purpose message.
Purpose inspires brand advocates and amplification: After viewing the Purpose-driven advertisements, respondents said they’d be more likely to talk about the advertisement and the brand with friends and family and share and discuss the advertisement on social media.
Purpose creates audiences primed to take action: 88% would purchase products or services from that company, while 70% say they’d want to work for that company.
At a time when consumers feel a heightened sense of urgency to address the issues they see as critical, they are embracing brands that share those same values. Now more than ever, brands that lead with Purpose can connect with consumers around the values that matter most to them — forming an emotional connection that builds deeper bonds, inspires brand advocates and ignites action that transcends any transactional relationship.
We invite you to download the research and consider joining our webinar presentation on Tuesday, June 18, at 1 p.m. ET to learn more about the study and great examples of companies leading the way. Register here.