Infographic: What Consumers Expect of Brands When It Comes to Issues They Care About

Purpose matters to customers

Most consumers think brands should take a stand politically.
iStock Photo

There’s a good reason marketers and the C-suite alike continue to focus so determinedly on brand purpose—it’s important to consumers. According to a new study, 75 percent of global consumers expect brands to contribute to their well-being and quality of life. And purpose is an especially important consideration when marketing to millennials and Gen Zers, who factor in companies’ positions and efforts on social and environmental issues when deciding what to buy and where to work.

“The boardroom is prioritizing brand purpose, as businesses are keen to play a bigger, more fulfilling and more relevant role in their audiences’ lives,” said Hannah Matthews, managing partner at Karmarama. “Making brands meaningful and rebuilding trust with consumers can equate to significant success for businesses. Those that focus purely on short-term transactions, ignoring this drive toward empathy and purpose in business, could lose out in the long run.”

Recommended articles

EDITOR’S PICKS

The Workplace of the Future Is a Mix of Human and Machine

by Juliet Randall

Greta Thunberg Breaks Record as Time Person of the Year

by Mónica Marie Zorrilla

Twitter Will Fund the Development of a Decentralized Social Media Standard

by Shoshana Wodinsky

Tim Hortons Taps Into a Touching Memory in New Ad Starring Wayne Gretzky

by Mitch Reames

NBA Promises a Ballin’ Christmas With LeBron James and James Harden in New Holiday Spot

by Ryan Barwick

Now There’s a Popeyes Christmas Sweater to Match Your Chicken Sandwich

by Kathryn Lundstrom

Bloomberg Media Makes First Acquisition in 10 Years, Secures CityLab From The Atlantic

by Sara Jerde

The 10 Best New TV Shows of 2019

by Jason Lynch