New research released by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that ‘purpose’ will be increasingly important to building brands in the future.

“Purpose” includes protecting and improving the environment; positively impacting local communities; and having ethical business practices.

Who are the Brands with Purpose, as chosen by marketers?

Twenty-three percent of respondents chose Unilever.

Coca-Cola and P&G were tied for second place with 16% each of the votes – ahead of Google, which claimed 11% of the votes.

But there are regional differences. Unilever is seen as a purpose leader in Europe, while marketers in North America chose Apple. Coco-Cola is seen as a purpose leader in Latin America, Damone in Africa and Nestle in Asia-Pacific.

The WFA presented its research at the Global Marketer Conference in Brussels. The study, Putting Purpose Into Marketing, identifies the extent to which marketers believe that consumer decision-making is prompted by brand purpose.

It is based on responses from 149 senior marketers representing 58 companies in more than 40 countries – for companies representing over 70 billion USD in ad spending.

In addition, Edelman’s “goodpurpose” consumer survey explores attitudes around social purpose, including the consumer’s commitment to specific societal issues and their expectations of brands, for the last five years.

Comparing the Results

Did marketers get it wrong, when responses were compared to consumer responses collected by Edelman?

Responses to both surveys showed the differences in the responses to the marketing and consumer surveys about the consumer’s perceptions of ‘purpose’ – and how it acts as a driver of purchase decisions.

• Nearly 88% marketers agreed that ‘purpose’ will be ‘increasingly important to building brands; 83% that it is ‘important for a brand to have a sense of purpose’; 81% that it was ‘a business opportunity’.


• Only 46% of marketers said that consumers support good causes – but Edelmen’s consumer survey reveals that 60% of consumers said they support good causes.

• 8% marketers chose Europe, 36% North America, 5% Asia and 1% for South America.


• Conversely, Edelman’s research identifies consumers in the Rapid Growth Economies of China, India, Indonesia, Malaysia, UAE and Brazil as being the most bullish on purpose.
  
  Consumers’ passion and action on behalf of purpose in these markets is much stronger than in mature markets, like the US and Western Europe. Consumers in the Rapid Growing Economies also say they are more willing to pay more and more often for purpose-infused brands.