Three-quarters (76%) of US adults (ages 18 and older) expect businesses to positively impact society instead of just make money.
In a study of more than 1,100 American adults, Porter Novelli / Cone found that 79% of Americans feel they have a deeper personal connection with companies that share similar values to their own and 72% believe that purpose-driven companies care more about them and their families.
A company with purpose is defined by Porter Novelli / Cone as “an organization’s authentic role and value in society, which allows it to simultaneously grow its business and positively impact the world.”
The effects of being considered a purpose-driven company are quite positive.
Nine in 10 (89%) respondents agreed that they had a more positive image of a company that was purpose-led, while 86% said they were more likely to trust such a company.
Being purpose-driven also inspires loyalty (83%) and advocacy, with three-quarters (74%) saying they tell others to buy products from the company and 62% reporting that they share information about such companies on their social networks. Read the rest at Marketing Charts.