13 Dec 2018
The research also shines a light on why consumers are drawn to certain brands. Those that use good quality ingredients (76%), treat employees well (65%), and are committed to reducing plastic use and improving the environment (62%) are all favoured by consumers. Meanwhile, 74% said they wanted to see more transparency when brands are talking about issues such as animal testing policies, sourcing products and enforcing safe working conditions.
In the past brands have preferred to remain neutral on divisive topics, however this research confirms that inaction on pressing social and political issues simply alienates consumers. Embracing a sense of purpose does not just mean sharing well-meaning opinions, it's about brands enacting meaningful commitment to the key issues consumers are concerned about.
According to a post by Marketing Dive, 'brand purpose' is the 2018 ANA Marketing Word of the Year. A survey of its members also revealed that their companies have been reorganising around the concept of purpose, and have seen other companies follow suit.
This is a trend we can expect to continue into 2019 and beyond. Separate research by Edelman found that more than half of those questioned feel brands have more power to solve social problems than governments.
In the same way that consumers prefer to buy from purpose-driven brands, marketing candidates are increasingly looking for roles within purpose-driven companies. Get in touch with the team at Stopgap to give your job search a renewed sense of purpose.
65 %of respondents said their purchasing decisions were influenced by the words, values and actions of company leaders.