We have always been purpose-driven, nurturing brand growth into full bloom through meaningful, authentic, and inclusive connection with the target audience.

#PurposeThread #CreateWithPurpose

What we know for sure. Not only discovering purpose but activating Brand purpose is the only way to drive sustainable growth.

We love @Kantar_AME insights on how to #CreateWithPurpose during this pandemic.

Here are some key take ways.
#PurposeThread

• This pandemic has shown us that brands with purpose are the ones who will be leading in the new normal. Brands with purpose are thriving now. According to Kantar, 80% of overperforming companies link everything they do to a clear brand purpose.

• Consumers demand brands that have a point of view and stand for something. Which consumers are saying this? 61 % are Centennials, 61 % of Millennials, and 53% are Middle Age.

• It is important to work in an organization that has a purpose. According to Kanter, 3x employees are more likely to stay when working for an organization that has a purpose. Employees want to align what they do every day to a purpose that is greater than themselves.

• Brands recognized for high commitment to purpose have grown 2x more over the past decade. +70% low, +86% medium and +175% high based on perceived positive impact.

• COVID 19 has accelerated the needs for brands to create with purpose. To speak more to the emotions and the stories of the consumers.

• Life is no longer the same. Every part of life has been affected, how we work, entertain ourselves, learn, socialize, and express our faith all have been changed. Physical, emotional, social, and financial wellbeing is under uncertainty. According to Kanter, 81% of consumers

say that they are hugely concerned about how the crisis has impacted their everyday life.

• During this time consumers have taken time to look at what is important and invest in things that really matter. Consumers have become more conscious about their money and on what they spend it on. Kanter says 78% of consumers say that “This situation demands us to

be ever more practical about financial planning.”

• Brands have become more important in this time of crisis. As the world shifts and changes, trusted brands with a familiar point of consistency and quality are preferred.

Consumers want to hear brands that show up in a familiar and reassuring tone. According to Kanter, 67% of consumers are saying that they are choosing tried and tested brands. 81% of consumers say brands must use the reassuring tone.

• With the current wave to digitize everything and people staying at home. More people have started using more social media platforms, which means

that they have time to listen to messages from different brands. 91% of consumers say that brands should talk about how they could be helpful in the new everyday life.