Proof
Our insights into the ever-growing purpose movement and organization can capitalize on its power.
A survey of consumers showed that brands who scored high in the category, “Makes lives better” grew 81 percent from 2006-2016 while ones that scored lower grew only 24 percent in the same time period.
We are all trying to understand how to respond to the societal trends toward a better balance of purpose and profitability. Here are four things we’ve learned so far.
When promise and behavior are in sync and customers are aligned with a brand promise, they give that brand twice as much share of wallet (47 percent) as customers who aren't aligned with that same brand (23 percent).
Organizations with purpose do shockingly well compared to their counterparts, outgrowing them by a margin of 15 to 1.
71 percent of consumers would help a brand promote its products or services if there is a good cause behind the brand.
The 2016 Industry Brand Believability report by Will & Grail examines how consumers view the positive impact of some of the largest companies in the world.
Scores from Will & Grail's Brand Believability report on the 2016 election showed correlation in what votes said in exit polls as they voted.
Purpose-oriented employees have higher levels of fulfillment in their work, are more likely to be in leadership positions, and are also more likely to be promoters of their employer.