Many companies want to do the right things and make a difference in the world – but their purpose-driven efforts also need to deepen consumer loyalty and solidify brand equity. Are they really resonating with consumers? How can brands do better?
The latest research from GfK’s Purpose Impact Monitor – created in collaboration with Goodvertising Agency – provides a powerful look at what is really sticking with consumers. The news is decidedly mixed; but our findings also deliver crucial lessons for brands on how they can make purpose work harder.
Based on over 2,000 interviews with a cross-section of Americans, the new study looks directly at whether purpose campaigns are really delivering for brands, and why companies may need to rethink their approaches to sustainability, social justice, and other key causes and issues.