According to Edelman Earned Brand Study, 50% of consumers across 14 major markets-including the US, the UK, China, India, Brazil, Germany, and Japan-are belief-driven buyers.
Another 2020 study, the Zeno Strength of Purpose research, had 8000 respondents (consumers) across eight countries. The first of its kind, it was conducted amid the pandemic and the uncertain environment arising from it.
The study unearthed a finding that impacted brand messaging to its core.
“…companies that lead with Purpose will prevail.”
The study evaluated over 75 brands.
“..our research found that global consumers are four to six times more likely to trust, buy, champion and protect those companies with a strong purpose over those with a weaker one” it said.
According to the Zeno Strength of Purpose study consumers 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 and 4.1 times more likely to trust the company, if it had a purpose.
What is important to understand here is that the consumers have a demanding approach on the ‘purpose of the company’.
Consumers are apparently not viewing the ‘Purpose’ as the mere ‘mission’ or ‘vision’ stated by the company.
“Consumers are not only interested in a company or brand’s Purpose; they also want that Purpose to be personally relevant” says the study report!
In that, 62% of the respondents said that consumers saying it as important for a company to have a ‘Purpose’ they can personally believe in. And 62 percent said they want that Purpose to align with their personal values.
Another Study, the 2020 Porter Novelli Executive Purpose Study found: “8-in-10 executives feel that business has the scale, speed and acumen to solve today’s most pressing problems..”
How does ‘Purpose’ work in a PR point of view?
It comes down to “speak the truth through storytelling to identity and amplify the very purpose of an organization” (Diane Schwartz in PR Daily – prdaily.com ).
‘The very purpose’ is way deeper than the usually broadcasted vision and mission of the organization.
Where does ‘Purpose’ start and then end? According to Novelli study, it can go far…as far as ‘social justice’!
“..7-in-10 feel that, to truly be Purpose-driven, a brand must be willing to take risks that address social justice..”
Purpose driven comms are not limited to high end brands but are even picked by low end brands.
For the purpose driven communication to happen, it is not suffice for the organisation/brand to merely pay lip service to it; it has to believe in it.
For instance, The Body Shop’s ‘Forever Against Animal Testing’, messaging has come to the minds of consumers due to the brand’s active play in the concept.
There are (at least) two requirements to be met for Purpose Driven Communications to be relevant. Writing to Scatter, Nupur Yadav highlights them:
• Do not create the communication just to follow the trend.
• The approach must extend beyond one-off campaigns and statements if is to be perceived as authentic.
The example is Nike’s pledge to donate US $5 million to “organizations dedicated to ending gun violence.”
How crucial is Purpose Driven Communications for a Comms firm?
It has to realize that its messaging –including digital- has to target the demographics (especially the youth demographics) with this message-else, the effort fails.
Writing to PR daily, Brendan Gannon says that connecting with younger audience through this form of messaging can drive the business’ success for the next 50 years!
That’s how crucial the PDC is!
