Unlock the Power of Purpose
In today's complex business landscape, understanding the role of
purpose as a driver of brand reputation has never been more crucial.
Porter Novelli’s seventh annual Purpose Priorities Report (PPR) reveals that despite economic uncertainties and geopolitical conflicts, consumers continue to see businesses as important problem-solvers for social and environmental issues.
This has business implications for brands, who will now have to focus product and program innovation, as well as marketing messaging, on the environmental and social impacts that their services or products enable for consumers.
The report also provides a snapshot of today’s winners and losers of brand reputation, as defined by its three pillars – Quality, Performance, and Purpose.
Key Insights
- Consumers continue to want companies to play a role on social issues.
- Brands that live with purpose can drive reputational benefits and build a foundation that is more protective of business erosion.
- But consumers also want to contribute to social progress.
- Companies can help them – by expanding their focus from brand behavior to behavior AND enabler.
“The value of Purpose remains strong,
but it requires a sound strategy to deliver
for your business in this era of anti-woke,
anti-ESG activism.”
– Sandy Skees, Global Lead of Purpose + Impact, Porter Novelli
The Purpose Priorities Report will help you understand current consumer expectations. Let us help you make those insights actionable to communicate more effectively about the things that matter most to your audiences.
