Purpose Fails: Most Consumers Can't Name A Brand Making A Difference


Companies have been focused on purpose-driven marketing for almost a decade, sometimes at obsessive levels. And the last few years have seen many messages concentrating on sustainability and diversity.

But a new study from GfK shows the purpose-driven message is not getting through to consumers. In the survey, 57% could …

3 comments about "Purpose Fails: Most Consumers Can't Name A Brand Making A Difference".
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  1. James Smith from J. R. Smith Group, March 22, 2023 at 8:55 a.m.

    Sarah, any link to study?  Sampling details?

  2. Sarah Mahoney from MediaPost/MARKETING DAILY Contributor replied, March 22, 2023 at 8:58 a.m.

    Hi James: Sample size is 2,000, and here's a link to the findings. https://insights.gfk.com/bridging-the-purpose-gap

  3. James Smith from J. R. Smith Group, March 22, 2023 at 9:11 a.m.

    Thank you very much for the prompt reply, much appreciated.

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