86% of B2B companies believe purpose is essential for their businesses’ growth

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2020, 2:27 PM UTC

The survey by ANA, Carol Cone On Purpose and The Harris Polls surveyed 259 businesses across sectors.

This piece says that 86% of B2B companies favour having a defined purpose in their organization to grow. But, only 24% of them have it implemented in their business operations. This piece that there is still a gap between the “stated” purpose and the “activated” purpose of B2B organizations.

The report further suggests businesses should identify the “believers” in their organizations. Believers are employee ambassadors who can help brands improve their purpose work. 96% of the believers say that “purpose helps them defend their company to critics.”

The report, however, also found that 56% of respondents think purpose feels like PR. But, Carol Cone, CEO of Carol Cone On Purpose, says “purpose well activated is worth all the work.”

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