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
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]