This year’s study uncovered two main themes:Īlthough nearly two-thirds of Australian respondents want brands to speak up and act on societal issues, more than one third (39 per cent) do not. Over the past five years, Brands in Motion global studies have surveyed more than 90,000 consumers and B2B decision-makers worldwide to understand the impact of how perceptions shift over time. “Purpose determines not just which brands stay viable in the next few years but which will endure for years to come.”
“Purpose is now mandatory, impacting immediate commercial outcomes as well as a brand’s long-term legacy. “To be the driving force of positive societal impact, brands should ask themselves, ‘If not us, who?’ and take bold, brave action.” Two out of three Australian respondents say they are more likely to purchase or recommend products or services from brands that address societal issues that matter to them.ĬEO, Melissa Waggener Zorkin of WE Communications, said: “We’ve reached an inflection point where people are craving businesses to fill the leadership void. This contradiction puts brands in a tenuous position – one where they are expected to speak out, but their intentions will be continuously questioned.Ĭonsumers and B2B decision-makers are voting with their wallets to measure brand support. 52 per cent globally) saying that attempts to impact societal issues are anchored in trying to sell more products or services. The latest data exposes escalating tension between expectations for brands to drive stability in a fast-changing, fractured world and heightened scepticism about purpose-washing.ĭespite those rising expectations, brands’ perceived impact for societal good remains flat, with 57 per cent of Australian respondents (vs. Forces affecting the market on a macro level.Expectations for brand actions and investments.Now in its fifth year, Brands in Motion has surveyed 90,000+ consumers and B2B decision-makers about their attitudes regarding: The WE Brands in Motion report is a worldwide study of how perceptions shift over time, conducted by WE and YouGov. WE Communications has released results from its latest Brands in Motion report, “ The Bravery Mandate.”
0 kommentar(er)
