A little while back, we addressed the importance of brands aligning with causes that are true to their mission. Not only is it a good thing to do, the trauma of 2020 has made integrity, community and empathy important brand traits in the minds and hearts of consumers.

A recent profile published in Fast Company reinforces this finding. Many of you know the term “purpose driven” that was popularized about 20 years ago in the book The Purpose Driven Life by Pastor Rick Warren (the second largest-selling book in the world). Well, it appears purpose driven brands — a concept quite similar to cause alignment — are also highly preferred by consumers.

These are words that aren’t written on a website, however. They’re actions that are a part of the brand’s soul, so ingrained and somehow transparent that consumers can perceive these qualities in 800 milliseconds (the parameters of the study).

What’s a purpose driven brand? As the study points out, it’s a brand that aligns with its consumers, its community, even its country. It’s a brand that is built on integrity, honesty, compassion, fairness and a sense of right — in how it does business, how it respects its duty to help others, even how it treats its employees.

These are words that aren’t written on a website, however. They’re actions that are a part of the brand’s soul, so ingrained and somehow transparent that consumers can perceive these qualities in 800 milliseconds (the parameters of the study).

Beyond the obvious good, how does being a purpose driven brand benefit you? Here are a few results:

  • More than 75% of consumers are more likely to trust the purpose driven brand.
  • 78% are more likely to remember the brand.
  • 78% are more likely to want to work for the brand.
  • 72% are more likely to be loyal to the brand.
  • 72% are more likely to forgive the brand if it made a mistake.
  • 71% would buy from the brand if cost and quality are equal among competitors.
  • 67% will always consider buying from that brand.

How purpose driven is your brand? It’s a good question to ask, and a good goal to aim for — on human and business levels.

 

NOISE is founded in travel and tourism, serving more than 100 clients across 25 industry categories, while winning more than 500 industry awards and media praise.

Visit our site here, call us at 239.395.9555, or email directly Partners Ashley Shenk or John Sprecher