Putting Purpose into Marketing
Will Gilroy, WFA
Jeremy Cohen, Edelman
Edelman’s 5th GoodPurpose Study
Global consumers attitudes to ‘Purpose’…
Edelman Berland surveyed 8,000 consumers across 1...
hungry concerned vocal empowered
An Evolving “Consumer”
3
Able and willing to reward and punish brands
88%
‘Purpose' will be increasingly
important to building brands
83%
It is important for brands to
have a sense of 'purpose...
What is ‘Purpose’?
Please select the three most important to you
Source: WFA Brand Purpose research; Jan 2013; Base 149 re...
What is purpose to consumers?
Societal Drivers Dominate
1 Listens to customer needs and feedback
1 High quality products o...
Cynics vs. believers…
What proportion of global consumers say they
regularly support good causes?
Source: WFA Brand Purpos...
An opportunity?
What proportion of global consumers say they
regularly support good causes?
Marketer’s perception Consumer...
Consumers calling on business to
address societal issues
Marketers’ perception Consumer reality
It’s ok to do good while doing well…
Proportion of consumers who say it’s OK for br...
Regular support of good causes
What proportion of consumers say they buy a brand
that supports good causes, at least once ...
Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most
important factor
Growth from 2...
Consumers Prefer Purposeful Brands2008
2008
2009
2010
2012
2009
2010
2012
2009
2010
2012
+39% +34% +9%
Regionality of ‘Purpose’
Which of the following regions has the greatest proportion of
consumers who say they make purchas...
The new ‘purpose’ “bull” markets
CHINA
INDIA
MALAYSIA
BRAZIL
UAE
CHINA
INDIA
VS
US UK
FRANCE
NETHERLANDS
ITALY
BELGIUM
JAP...
“Bull Market” consumers more willing to
pay a premium for Purpose
Possible to measure purpose … but hard
Is it possible to measure the impact of 'purpose' on…?
Source: WFA Brand Purpose re...
‘Purpose’ needs to be top down
Who should be involved in designing and shaping 'purpose'?
Source: WFA Brand Purpose resear...
Look outside the organisation for
help
Relatively little pushback against
purpose
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
49%
Brands I've worked for have
generally had a sense of
'purpose'
38%
Brands I have worked for have
been successful in ef...
Purpose Leaders…
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
You Are Not Alone
Putting Purpose into Marketing - WFA - Edelman Study
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Putting Purpose into Marketing - WFA - Edelman Study

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How important is it for brands to have a “purpose”?
Research conducted in 2012 by Edelman shows that consumers increasingly want brands to stand for something beyond the functional delivery of a product or service.

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Putting Purpose into Marketing - WFA - Edelman Study

  1. 1. Putting Purpose into Marketing Will Gilroy, WFA Jeremy Cohen, Edelman
  2. 2. Edelman’s 5th GoodPurpose Study Global consumers attitudes to ‘Purpose’… Edelman Berland surveyed 8,000 consumers across 16 countries, aged 18+ UK 500 FRANCE 500 CANADA 500 BRAZIL 500 NETHERLANDS 500 BELGIUM 500 SINGAPORE 500 GERMANY 500 ITALY 500 INDIA 500 CHINA 500 JAPAN 500 UAE 500 US 500 INDONESIA 500 MALAYSIA 500
  3. 3. hungry concerned vocal empowered An Evolving “Consumer” 3 Able and willing to reward and punish brands
  4. 4. 88% ‘Purpose' will be increasingly important to building brands 83% It is important for brands to have a sense of 'purpose’ 81% ‘Purpose’ is a business opportunity Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  5. 5. What is ‘Purpose’? Please select the three most important to you Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  6. 6. What is purpose to consumers? Societal Drivers Dominate 1 Listens to customer needs and feedback 1 High quality products or services 4 Places customers ahead of profits 4 Takes actions to address issue or crisis 3 Treats employees well 9 Works to protect/ improve environment 6 Has ethical business practices 7 Has transparent and open business 12 Innovator of new products 8 Communicates frequently and honestly 10 Addresses society's needs 11 Positively impacts the local community 15 Ranks on a global list 13 Highly regarded, top leadership 14 Delivers consistent financial returns 16 Partners with third parties SOCIETAL ATTRIBUTES MORE IMPORTANT TO BUILDING FUTURE TRUST Most Important Attributes that Build Trust Societal Operational
  7. 7. Cynics vs. believers… What proportion of global consumers say they regularly support good causes? Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  8. 8. An opportunity? What proportion of global consumers say they regularly support good causes? Marketer’s perception Consumer reality
  9. 9. Consumers calling on business to address societal issues
  10. 10. Marketers’ perception Consumer reality It’s ok to do good while doing well… Proportion of consumers who say it’s OK for brands to support good causes and make money at the same time? Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  11. 11. Regular support of good causes What proportion of consumers say they buy a brand that supports good causes, at least once a month?
  12. 12. Social Purpose as Purchase Trigger When quality and price are the same, Social Purpose most important factor Growth from 2010 • Japan (+100%) • China (+79%) • Netherlands (+43%) • Germany (+36%) • India (+43%) +26%
  13. 13. Consumers Prefer Purposeful Brands2008 2008 2009 2010 2012 2009 2010 2012 2009 2010 2012 +39% +34% +9%
  14. 14. Regionality of ‘Purpose’ Which of the following regions has the greatest proportion of consumers who say they make purchase decisions based on good causes?
  15. 15. The new ‘purpose’ “bull” markets CHINA INDIA MALAYSIA BRAZIL UAE CHINA INDIA VS US UK FRANCE NETHERLANDS ITALY BELGIUM JAPAN INDONESIA GERMANY
  16. 16. “Bull Market” consumers more willing to pay a premium for Purpose
  17. 17. Possible to measure purpose … but hard Is it possible to measure the impact of 'purpose' on…? Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents PR & positive reputation (93% agree) Consumer engagement (91%) Employee satisfaction (90%) Brand equity (86%) Customer satisfaction (71%) Sales (54%)
  18. 18. ‘Purpose’ needs to be top down Who should be involved in designing and shaping 'purpose'? Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  19. 19. Look outside the organisation for help
  20. 20. Relatively little pushback against purpose Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  21. 21. 49% Brands I've worked for have generally had a sense of 'purpose' 38% Brands I have worked for have been successful in effectively communicating 'purpose' Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  22. 22. Purpose Leaders… Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  23. 23. You Are Not Alone

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