People are more likely to trust and buy purpose-driven brands

by May 7, 2024Resources

Will customers choose purpose-driven brands over a competitor? In a Porter Novelli study, here are the data points:

  • More than three-quarters of respondents said they were more likely to trust the purpose-driven company.
  • 78% said they were more likely to remember a company with a strong purpose
  • 78% were more likely to want to work for purpose-driven companies. And 72% were more likely to be loyal to the company.
  • 72% said they’d be more likely to forgive the company if it made a mistake.
  • Two-thirds said they’d consider the company’s purpose when deciding what to buy, and 71% said they’d buy from a purpose-driven company over the alternative if cost and quality were equal.
  • 62% said they thought it was important to consider purpose even when making an impulse buy.


Deb Alcadinho, Chief Impact Officer & Founder, Business 4 Social Good

Author: Deb Alcadinho

Deb Alcadinho is the Founder & Chief Impact Officer at Business 4 Social Good, and the Founder of The Social Good Academy. She’s a social impact trainer and consultant to female business owners who want to move beyond CSR and philanthropy, and position social good at the heart of their business.

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