BXP - Vol 4 No 5 July 2020 - 8

THE SCENE
News from the brand insights and design worlds

Looking for Someone to Trust
Consumers are up to six times more likely to buy from brands with a strong purpose
A global study from Zeno Group analyzing the business

values; and a diverse-and-inclusive culture.

value of brands having a well-understood purpose found that

In North America and Europe, respondents ranked "fair

consumers are four to six times more likely to buy from, trust,

treatment of employees" as the No. 1 element of a purposeful

champion and defend companies with a strong purpose.

brand. In Asia, consumers rated making "products and

The 2020 Zeno Strength of Purpose Study surveyed more
than 8,000 individuals across eight markets-United States,

services that reflect the needs of people today" as the top
element of a purposeful brand.

Canada, United Kingdom, France, China, India, Singapore

Ninety-four percent of global consumers say it is

and Malaysia. As part of the study, consumers rated their

important that the companies they engage with have a

perceived strength of purpose of more than 75 brands.

strong purpose. However, a significant gap exists as only 37%

Zeno found that when a brand

believe companies today actually

is perceived to have a strong

do. Moreover, 83% of consumers

purpose, consumers were:

surveyed globally said companies

§ Four times more likely to
purchase from the brand
§ Six times more likely to

should only earn a profit if they
have a positive impact, implying
consumers have developed

defend that brand in a challenging

an expectation for brands and

moment

companies to have a higher

§ Four and a half times more
likely to recommend (champion)

calling beyond earning profits and
rewarding shareholders.

the brand to friends and family
§ Four times more likely to trust
the brand
This phenomenon has global

"The data proves that
consumers expect companies to
have a more meaningful reason for
being and are making decisions

implications. Shoppers in France

about what to buy and where

and the UK emerged as the most

to work with an eye toward

likely to trust, champion and

supporting those that share their

defend a brand with a strong

values," says Alison DaSilva,

purpose; consumers in Malaysia,

managing director, purpose and

India and Singapore were most

impact at global, integrated

likely to buy from a brand with a
strong purpose.
The survey also found that the benefits of a strong
purpose held across regions and generations, with 82% of
consumers saying they took action to support a company

communications agency Zeno
Group. "Yet, companies are leaving equity and opportunity
on the table as the majority of consumers do not believe
companies today have a clear and strong purpose."
The study also found the so-called "cancel culture"

or brand when they believed in its purpose, sharing positive

expressed in respondents' replies, as nearly eight-in-10 (76%)

opinions of that brand with others, encouraging others to

global consumers indicated they would act against brands

support or buy it, or buying from the brand themselves.

whose purpose, values or behaviors they disagree with, with

Zeno also asked survey respondents to identify the top

88% of Gen Z and 85% of millennials saying they were more

attributes of purposeful brands and uncovered eight key

likely to act negatively towards a brand with which they

elements: fair treatment of all employees; products or services

disagreed. Primary actions included sharing their opinions

that reflect the needs of people today; ethical and sustainable

with family and friends. Boomers and matures were more

business practices; support for social causes; creation of new

likely to act with their wallets, saying they would stop buying

job opportunities; issue advocacy; a generally strong set of

from the brand altogether. ◆

J U LY 2 0 2 0 | B r a n d E x p e r i e n c e



BXP - Vol 4 No 5 July 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 5 July 2020

BXP - Vol 4 No 5 July 2020
Editor’s Letter
The Scene
Insights Eco- and socially-minded marketing and design
CHIEF EXPERIENCE OFFICER SERIES: JENNIFER GIANNOTTI-GENES
Colors of the World
The 17th Annual Makeover Challenge
The Conversation
The Toolbox: Product focus on eco packaging
Index of Advertisers
BXP - Vol 4 No 5 July 2020 - Intro
BXP - Vol 4 No 5 July 2020 - CT1
BXP - Vol 4 No 5 July 2020 - CT2
BXP - Vol 4 No 5 July 2020 - BXP - Vol 4 No 5 July 2020
BXP - Vol 4 No 5 July 2020 - Cover2
BXP - Vol 4 No 5 July 2020 - 1
BXP - Vol 4 No 5 July 2020 - 2
BXP - Vol 4 No 5 July 2020 - 3
BXP - Vol 4 No 5 July 2020 - 4
BXP - Vol 4 No 5 July 2020 - 5
BXP - Vol 4 No 5 July 2020 - Editor’s Letter
BXP - Vol 4 No 5 July 2020 - 7
BXP - Vol 4 No 5 July 2020 - The Scene
BXP - Vol 4 No 5 July 2020 - Insights Eco- and socially-minded marketing and design
BXP - Vol 4 No 5 July 2020 - 10
BXP - Vol 4 No 5 July 2020 - 11
BXP - Vol 4 No 5 July 2020 - CHIEF EXPERIENCE OFFICER SERIES: JENNIFER GIANNOTTI-GENES
BXP - Vol 4 No 5 July 2020 - 13
BXP - Vol 4 No 5 July 2020 - 14
BXP - Vol 4 No 5 July 2020 - 15
BXP - Vol 4 No 5 July 2020 - Colors of the World
BXP - Vol 4 No 5 July 2020 - 17
BXP - Vol 4 No 5 July 2020 - 18
BXP - Vol 4 No 5 July 2020 - 19
BXP - Vol 4 No 5 July 2020 - 20
BXP - Vol 4 No 5 July 2020 - The 17th Annual Makeover Challenge
BXP - Vol 4 No 5 July 2020 - 22
BXP - Vol 4 No 5 July 2020 - 23
BXP - Vol 4 No 5 July 2020 - 24
BXP - Vol 4 No 5 July 2020 - 25
BXP - Vol 4 No 5 July 2020 - 26
BXP - Vol 4 No 5 July 2020 - 27
BXP - Vol 4 No 5 July 2020 - The Conversation
BXP - Vol 4 No 5 July 2020 - 29
BXP - Vol 4 No 5 July 2020 - 30
BXP - Vol 4 No 5 July 2020 - The Toolbox: Product focus on eco packaging
BXP - Vol 4 No 5 July 2020 - Index of Advertisers
BXP - Vol 4 No 5 July 2020 - Cover3
BXP - Vol 4 No 5 July 2020 - Cover4
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