埃森哲-依赖目标的企业更容易吸引消费者（英文）-2019.1-15页_2mb

TO AFFINITY AND BEYOND: Summary

Core Content

In the current era of radical visibility, consumers are increasingly influenced by the values and stances of brands. Technology and media have empowered individuals to voice their opinions and beliefs on a global scale, which in turn affects their purchasing decisions. Companies are now expected to align with social, cultural, and political issues that resonate with their customers, moving beyond traditional metrics like price and product quality.

Main Points

• Consumer Expectations: A growing number of consumers (62%) expect companies to take a stand on issues such as sustainability, transparency, and fair employment practices. When a brand’s purpose aligns with customer values, it fosters stronger relationships.

• Consequences of Neglecting Purpose: Companies that fail to align with customer values face significant backlash. Over 47% of disappointed consumers walk away in frustration, with 17% never returning. This highlights the importance of purpose in maintaining brand loyalty.

• Brand Ecosystems: Brands are no longer owned solely by companies but are part of a broader ecosystem that includes employees, customers, and stakeholders. These groups collectively shape the brand’s identity and purpose.

• Examples of Purpose-Driven Brands:

  • Unilever: Nearly half of its top 40 brands focus on sustainability, contributing significantly to the company's growth.
  • John Lewis: Removed gender labels from children's clothing to challenge stereotypes.
  • SK-II: Produced a film that sparked discussions on gender and age issues, viewed 100 million times.
  • IKEA: Committed to employing 200,000 disadvantaged people globally.
  • KIND® Healthy Snacks: Built a reputation for transparency and health-focused products.

• Key Factors Influencing Brand Purpose:

  • Geography: Mature markets emphasize collective values, while growth markets may still focus on traditional differentiators.
  • Product Categories: Purpose is more critical for brands that offer experiences than for those selling basic utility products.
  • Brand Maturity: Large brands have a built-in advantage in purpose-driven strategies, with 29% of consumers preferring them over smaller brands.
  • Demographics: Gen Z and Millennials are more likely to value brand purpose than older generations.
  • Ecosystem Readiness: Only 40% of executives feel prepared to build an effective brand ecosystem, suggesting a gap in activation strategies.

Critical Insights

• Purpose as Differentiation: Purpose is becoming a key differentiator in a competitive market. It helps brands stand out and build long-lasting relationships with customers.

• Trust and Purpose: Purpose-led brands can build stronger customer trust, which is crucial in mitigating the damage from trust incidents. A clear and authentic purpose can encourage customers to give a second chance to brands that have experienced a trust breach.

• Engagement Models: Companies must rethink engagement models to involve customers as active participants in the brand ecosystem. This includes co-creation, crowdsourcing, and collaborative innovation.

• Authenticity and Leadership: Authenticity is vital. Consumers are influenced by the values and actions of employees, not just the CEO or marketing team. Leaders must ensure that purpose is communicated clearly and consistently across the organization.

Key Figures

• 62% of consumers want companies to take a stand on social issues.
• 66% of consumers find transparency in a brand to be highly attractive.
• 53% of consumers who are disappointed with a brand's stance on social issues complain about it.
• 47% of these consumers walk away in frustration.
• 17% of them never return.
• 65% of consumers are influenced by the values and actions of a company’s employees.
• 29% of consumers prefer large brands over small, local or independent ones.

Conclusion

In an age where consumers are more vocal and value-driven, companies must move from a transactional model to one that emphasizes purpose and community. Brands that authentically engage with customers, communicate their values clearly, and operate within a broader ecosystem will not only enhance their competitiveness but also build lasting customer relationships. Purpose is no longer a nice-to-have—it is a necessity for sustainable growth and relevance in the modern market.