2018 Cone/Porter Novelli Purpose Study:
How to Build Deeper Bonds, Amplify Your Message and Expand the Consumer Base
Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.
Key Findings Include:
78% of Americans believe companies must do more than just make money; they must positively impact society as well
77% feel a stronger emotional connection to Purpose-driven companies over traditional companies
66% would switch from a product they typically buy, to a new product from a Purpose-driven company
68% are more willing to share content with their social networks over that of traditional companies