Unilever is perceived as the most purpose-led organisation out of the Ad Age Global Top 20 Marketers a survey of 149 senior marketers representing 58 companies in over 40 countries for companies representing over $US70 billion in ad spend has found.
The survey, conducted by the World Federation of Advertisers, was offset against another survey of 8000 consumers in 16 countries conducted by Edelman. The results of overlaying the two sets of findings of the same questions was presented in a classic he says, she says comparison.
One of the most marked areas of disparity was the question of which global region considered purpose to be of the most importance. The marketers voted for Europe (58%), then North America (36%), Asia (5%) and for South America (1%). Conversely, the consumer survey identified the rapid growth economies of China, India, Indonesia, Malaysia, UAE and Brazil as being most concerned with purpose.
Consumers in the rapid growth economies also said they are more willing to pay more for purpose-infused brands.
Marketers strongly acknowledged the growing importance of purpose, with 88% agreeing or strongly agreeing it would be ‘increasingly important to building brands,’ 83% that it is ‘important for a brand to have a sense of purpose’ and 81% that it was ‘a business opportunity’.
However marketers appeared to underestimate the extent to which consumers said they supported good causes, with only 46% of marketers saying consumers support good causes versus 60% of consumers saying they did. Perhaps happily for marketers, they also underestimated the proportion of global consumers who thought it was OK for brands to support good causes and make money at the same time, with only 56% of marketers thinking it was okay versus 76% of consumers.
Both marketers and consumers agreed that by purpose they meant creating programs to positively impact the community, protecting and improving the environment and ethical business activities. However Edelman’s research identified an emerging business opportunity with the top attributes consumers find most important for companies addressing social issues to be oriented around employee welfare and listening to and acting upon customer needs and feedback.
When asked if the brands they worked for generally had a sense of purpose, 49% marketers agreed or strongly agreed but only 38% felt they had been successful in effectively communicating purpose. Nevertheless, some 93% agreed that it is possible to measure the impact of purpose on positive PR and reputation, 91% on consumer engagement, 90% on employee satisfaction, 86% on brand equity and 71% on customer satisfaction. 54% agreed it was possible to measure the impact of purpose on sales.
Please login with linkedin to comment
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]