Brand Purpose in Divided Times

Brand Purpose in Divided Times

In the report Brand Purpose in Divided Times, BBMG and GlobeScan build on six years of global consumer insights to reveal the unfiltered needs and desires of 16,000 consumers across 16 countries. Through in-person and telephone conversations, we listened to what people are feeling now and what they desire for their lives, their families and their communities.

And in the context of these dynamic tensions, we share best practices for how brands can connect more authentically to consumers’ aspirations for a better life and unlock more meaningful relationships, loyalty and participation.

As you will discover in this report, we may be feeling more divided than ever. Yet the path to brand relevance and resilience is recognizing what we have in common.

For a deeper look at the global data and for inspiration from some of the brands leading in today’s divided times, click here to download our report.

Content from this campaign

These Brands Are Starting Movements (And Your Brand Can Too)
Delivering on brand relevance also requires welcoming more and different voices to the table, using our collective wisdom to solve problems together and rallying consumers and employees to take action with us as brands. When net trust in global corporations is less than zero, it is understandable that brands may feel overwhelmed and afraid to go it alone. That is why thoughtful partnerships...
Feb 23, 2018 10:00 AM ET
Consumers Want Brands to Put a Stake in the Ground on Issues That Matter
More than ever before, consumers want brands to put a stake in the ground. It is not simply about reacting to today’s news cycle, but rather knowing where you stand and standing strong when issues arise. As traditional corporate philanthropy efforts have ceased to capture the love and loyalty of consumers, it is time to rethink old models of CSR and consider how your brand’s purpose can...
Feb 20, 2018 9:00 AM ET
Define Your North Star: Brand Purpose Beyond Products
The new opportunity for brands is not only marketing incremental product benefits, but embodying a higher purpose that serves your consumers’ aspirations for a good life by directly addressing the barriers to it. As capitalism shifts to unite profits and purpose, most brands know how to design a great product or a reliable service. Yet many struggle when their company’s deeper mission...
Feb 13, 2018 9:00 AM ET
Start with Empathy: Design a Brand with People at the Center
To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff. Like never before, consumers expect brands to make their lives better. Doing so means understanding consumers’ struggles, needs and aspirations and addressing the issues that matter to them in meaningful ways. A fundamental design principle in divided times is to...
Feb 9, 2018 9:30 AM ET
More Consumers are Punishing Companies for Their Behavior Rather Than Rewarding Them
For the first time since 2009, more consumers say they have punished companies for their behavior (28%) rather than rewarded them (26%), and the number of those who are punishing brands is up by 9% since 2013. For a deeper look at the global data and for inspiration from some of the brands leading in today’s divided times, ...
Dec 20, 2017 9:00 AM ET