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.
