When you give back or align your brand with helping the world, people notice.
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Having a greater cause behind your brand matters — not just for consumer perception of what your brand does, but for your ability to do good in the world. A social impact edge isn’t for every company, but when you give back or align your brand with helping the world, people notice. Research from Zeno’s 2020 Strength of Purpose reported that when consumers perceive that a brand or company has a strong purpose, they are six times more likely to defend or protect the company if there’s ever a misstep. They’re 4.5 times more likely to recommend it to their friends and family and become a champion behind it.
But despite this research, Carole Cone on Purpose shared that only 24 percent