2018 Cone/Porter Novelli Purpose Study

Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.

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Inclusion & Opportunity
Organizations Celebrate Autism Awareness and Neurodiversity
This week we explore three organizations that are creating empowering opportunities for the 3.5 million Americans who live with an autism spectrum disorder and another 400,000 who live with Down syndrome today.
Events
Insights From Goodness Matters: 5 Ways to Engage Employees for the Greater Good
This week, more than 400 companies and nonprofits gathered at Benevity’s annual Goodness Matters conference in Palm Springs, California to share insights and best practices around creating social impact for good.
Research & Reports
To Be Successful, New Study Says Business Should Lead With This
Eighty-five percent of Americans say they would likely support a purpose-driven company in their community, while more than two-thirds (68%) say they would want to work for that company.This and other insightful data was just published in the 2018 Cone/Porter Novelli Purpose Study from public relations agency Porter Novelli who recently announced the launch of its global Purpose Practice, specializing in purpose-driven brand strategy and communications.
Research & Reports
WEBINAR: Need to Know Insights From the 2018 Cone/Porter Novelli Purpose Study
Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.
Research & Reports
Announcing the 2018 Cone/Porter Novelli Purpose Study
Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.
Research & Reports
Americans More Loyal and Willing to Defend Purpose-driven Brands, According to New Research by Cone
Nearly eight-in-10 (79%) Americans say they are more loyal to Purpose-driven brands than traditional brands and nearly three-quarters (73%) are more willing to defend them, according to the 2018 Cone/Porter Novelli Purpose Study. The study, examining consumer expectations and behaviors toward companies that lead with Purpose, finds that Purpose-driven brands can build stronger emotional connections with consumers that go far beyond a transactional relationship.

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2018 Cone/Porter Novelli Purpose Study

Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready...