The Cone/Porter Novelli Purpose study, examining consumer expectations and behaviors toward companies that lead with Purpose, finds Purpose-driven brands can build stronger emotional connections with consumers that go far beyond a transactional relationship.
- 78% of Americans believe companies must do more than just make money; they must positively impact society as well
- 77% feel a stronger emotional connection to Purpose-driven companies over traditional companies
- 66% would switch from a product they typically buy, to a new product from a Purpose-driven company
- 68% are more willing to share content with their social networks over that of traditional companies
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