In a first of its kind global study, the findings of The 2020 Zeno Strength of Purpose research sheds new light and unequivocal proof that companies leading with Purpose will prevail. 8,000 consumers across eight countries (United States, Canada, United Kingdom, France, China, India, Singapore, Malaysia) have spoken and stand ready to give their hearts, voices and wallets in support of Purposeful brands.
The study reveals that when consumers think a brand has a strong Purpose, they are:
- 6 times more likely to protect the company in the event of a misstep or public criticism
- 4.5 times more likely to champion the company and recommend it to friends and family
- 4.1 times more likely to trust the company