A survey of consumers showed that brands who scored high in the category, “Makes lives better” grew 81 percent from 2006-2016 while ones that scored lower grew only 24 percent in the same time period.
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The most talented and motivated workers are looking for one thing - purpose.
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We are all trying to understand how to respond to the societal trends toward a better balance of purpose and profitability. Here are four things we’ve learned so far.
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When promise and behavior are in sync and customers are aligned with a brand promise, they give that brand twice as much share of wallet (47 percent) as customers who aren't aligned with that same brand (23 percent).
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Organizations with purpose do shockingly well compared to their counterparts, outgrowing them by a margin of 15 to 1.
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71 percent of consumers would help a brand promote its products or services if there is a good cause behind the brand.
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The 2016 Industry Brand Believability report by Will & Grail examines how consumers view the positive impact of some of the largest companies in the world.
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Scores from Will & Grail's Brand Believability report on the 2016 election showed correlation in what votes said in exit polls as they voted.
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Purpose-oriented employees have higher levels of fulfillment in their work, are more likely to be in leadership positions, and are also more likely to be promoters of their employer.
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