Consumers are more likely to buy from brands highlighting purpose over products

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2019, 1:50 PM UTC

Highlighting brand purpose brings out greater emotional and physical responses.

This article cites biometric research from Porter Novelli/Cone stating that showcasing purpose can help brands connect with consumers on shared values. Brand purpose can not only help build a deeper personal connection but also establish a long-lasting relationship with the customers.

The findings, which are based on two different studies, say that 86% of consumers are likely to purchase from companies having a purpose, while 81% also agreed to support that company in their community. “Purpose-first communications spark an often-unconscious physical reaction by speaking to the hearts and minds of consumers,” Cone’s executive VP, Alison DaSilva said.

Supporting companies that are working towards addressing social and environmental issues helps the consumer feel they are helping out. 73% of respondents said that “uncertain social and political times” has led to an urgency to help in whatever way they can.

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