Purpose isn’t just the latest marketing
buzzword. Businesses are changing how they
operate and what they stand for to have an
authentic — and impactful — role in society.
Purpose is more than just a mission statement
or a commitment of values. It defnes an
organization’s value in society, which allows
it to simultaneously grow its business and
positively impact the world. Purpose must be
deeply embedded within the organization, the
brand and the experience that is delivered.
12018 CONE/PORTER NOVELLI PURPOSE STUDY
TABLE OF CONTENTS
KEY INSIGHTS
THE EVOLVING BUSINESS AND CONSUMER LANDSCAPE
BENEFITS TO LEADING WITH PURPOSE
DEMONSTRATING PURPOSE
THE INTERSECTION OF PURPOSE + SOCIAL JUSTICE
BUILDING DEEPER BONDS
EXPANDING THE CONSUMER BASE
ENLISTING ADVOCATES TO AMPLIFY THE BRAND MESSAGE
PURPOSE TRUMPS COST AND QUALITY
INUDUSTRY FOCUS: LEADING WITH PURPOSE
CONCLUSION
ABOUT CONE & PORTER NOVELLI
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24The evolution of responsible business is yet
again taking an exciting turn as we encounter
a perfect storm. Thanks to omnipresent social
media and near unprecedented levels of activism
across demographics (age and lifestyles), social
consciousness is no longer exclusive to the
enlightened Millennial or hybrid-loving consumer.
Today, mainstream consumers expect
companies to have a more meaningful reason
for being beyond the products they create.
They need a reason to like you, defend you or
champion you — and price and quality are no
longer enough.
Businesses that take a Purpose-driven
approach will be rewarded with an entirely new
level of consumer engagement — one that goes
far beyond a product-based or transactional
relationship. Businesses that lead with Purpose
can build deeper bonds with existing
consumers by engaging around shared
interests about issues that matter. By leading
with Purpose and shared values, companies are
able to expand the consumer base and enlist
these advocates to further amplify the brand
message.。