These days, most brands want to be known for more than simply the product or service they provide – they want to be recognised as a brand with something about them – a metaphorical soul – and a purpose that pushes them forwards.
But is purpose as important to consumers as it is to marketers and how well do they really understand what it means?
We set out to discover the true value of ‘purpose’ for brands by exploring how it’s perceived by the British public and to what extent it influences buying behaviour. We also asked consumers which brands are doing it best.
The survey was carried out among a nationally representative sample of 1,000 working age people in the UK this September, 2019.