Conecomm-2018年目标报告：与客户建立更深层次的联系（英文）-2018.9-28页-8mb

2018 Cone/Porter Novelli Purpose Study Summary

Core Content

The 2018 Cone/Porter Novelli Purpose Study highlights the growing importance of Purpose in modern business and consumer engagement. Purpose is defined as an organization's value in society, which goes beyond a mission statement or values commitment. It is a fundamental shift in how businesses operate and how consumers perceive them, emphasizing authenticity, impact, and alignment with societal values.

Main Viewpoints

• Purpose as a New Norm: Purpose is no longer a trend but a new standard in business. Americans expect companies to not only make money but also positively impact society.
• Consumer Expectations: Consumers, especially Millennials and women, are looking for deeper connections with brands that align with their values and social concerns.
• Authenticity is Key: Companies must "walk the talk" by aligning their business practices with their stated Purpose. Consumers are skeptical of superficial efforts and want to see real impact.
• Social Justice Matters: Consumers expect companies to engage with important social justice issues, such as privacy, gun control, racial equality, and women's rights. Purpose is seen as a way to connect with these issues and demonstrate responsibility.
• Loyalty Redefined: Purpose-driven brands create deeper emotional bonds with consumers, leading to higher loyalty, pride, and willingness to defend the brand.
• Amplifying Brand Message: Purpose-driven consumers are more likely to share brand content, recommend products, and advocate for the company's causes, significantly expanding the brand's reach.
• Purpose vs. Cost and Quality: While Purpose leads in emotional connection, advocacy, and loyalty, quality and price remain important. Purpose must be complemented with high-quality products and competitive pricing.
• Industry-Wide Relevance: Purpose is expected across all industries, from Health and Wellness to Technology and Retail. Companies must clearly communicate their Purpose to remain relevant and trustworthy.

Key Information

Consumer Support for Purpose-Driven Brands

• 88% of Americans would buy products from a Purpose-driven company.
• 78% feel a stronger emotional connection to Purpose-driven brands.
• 79% would be more loyal to a Purpose-driven company.
• 73% would defend a Purpose-driven company if criticized.
• 70% would be proud to be associated with a Purpose-driven company.
• 67% would be more willing to forgive a Purpose-driven company for a misstep.
• 67% believe Purpose-driven companies care more about them and their families than traditional brands.
• 68% are more likely to share content from Purpose-driven companies on social media.

Top Ways to Demonstrate Purpose

• 89% believe companies should operate in a way that benefits society and the environment.
• 85% support companies with a strong belief or commitment guiding their positive impact.
• 85% want companies to support causes in their communities and globally.
• 71% believe in connecting emotionally with consumers through issues they care about.

Consumer Priorities for Social Issues

• 86% want companies to address privacy and internet security.
• 86% care about domestic job growth.
• 85% want access to healthcare.
• 83% want companies to address sexual harassment.
• 81% want racial equality addressed.
• 80% want women's rights to be a focus.
• 69% want gun control to be a priority.
• 63% want LGBTQ rights to be supported.
• 56% want companies to tackle fake news.

Purpose-Driven Consumers’ Actions

• 78% would tell others to buy from a Purpose-driven company.
• 76% would share stories about the company with friends and family.
• 73% would share information or stories about the company.
• 65% would advocate for issues the company supports.
• 66% would share content about the company's commitments.
• 66% would share product information.
• 64% would share promotions and sales.
• 62% would share the company's overall mission.

Industry Expectations

• 87% believe the Health and Wellness industry must have and communicate a strong Purpose.
• 81% expect the Food and Beverage and Technology industries to lead with Purpose.
• 79% and 78% respectively expect Manufacturing and Automotive industries to have Purpose.
• 77% believe Retail and Financial Services must also have a clear Purpose.

Competitive Advantage

• Leading with Purpose provides a competitive edge in consumer engagement, loyalty, and advocacy.
• Purpose helps companies gain new customers, expand product lines, and enter new markets.
• It also influences decisions such as employment and investment, as over 54% of Americans would invest in a company with a clear Purpose.

Methodology

• The study was based on an online survey of 1,006 Americans (502 men, 504 women), aged 20+.
• The margin of error was ±3% at a 95% confidence level.

Conclusion

The 2018 Cone/Porter Novelli Purpose Study underscores that Purpose is now a critical component of business strategy. It fosters deeper consumer bonds, expands market reach, and enhances brand advocacy. Companies that lead with Purpose are better positioned to meet the evolving expectations of today's socially conscious consumers and stakeholders. The study concludes that it is time for businesses to clearly define and deliver on their Purpose to remain relevant and competitive in the marketplace.