The Purpose-Led brand is here to stay – Anouk Pappers

I have been interviewing and telling stories about ‘brands with a purpose’ since 2002, which in the early days were really hard to find…now it’s gotten better..

Over 10 years ago, I came in contact with Peter Fisk and his book ‘People, Planet, Profit’, that talks about brands and companies having to look beyond profit to survive in the long run.

Since then, the conversation has come into mainstream, and today we are seeing more and more brands trying to get there.

Most brands still have a long way to go, but if we, consumers, take a stand, they’ll have too.

I just came across this global survey done by Accenture, that shows that 62% of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices. The closer a company’s purpose aligns to their own beliefs, the better.

Companies that don’t step up pay the price. 53% of consumers who are disappointed with a brand’s words or actions on a social issue complain about it. That’s not surprising. Customers have always complained. What’s different now is that 47 percent walk away in frustration, with 17 percent not coming back. Ever.

It’s an interesting read.



Tags: CoolBrands People, CoolBrands, CoolBrands Women, Anouk Pappers


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