Reputation, quite simply, is everything. It is painstakingly built and carefully protected, yet, can implode in a moment and take years to reconstruct. In short, every reputational point matters. Yet there is one thing that can catapult a company into the hearts and minds of consumers over competitors: introducing the Purpose Premium.
The majority of Americans say they believe climate change is a problem, and are hopeful companies will take the lead in addressing climate issues. When it comes to how companies should address climate change, many Americans believe companies should first look within – by reducing energy usage and developing new products – then look to engage partners in the corporate, government and nonprofit sectors.
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.