New research from Accenture Strategy found that 62 percent of consumers globally prefer to buy from companies that stand for a shared purpose that reflects their personal values—and are ditching those that don’t. The study found that companies that stand for something bigger than what they sell are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Read these and other findings from Accenture Strategy’s 14th annual Global Consumer Pulse Research. To learn more, visit https://www.accenture.com/us-en/insights/strategy/Brand-purpose?c=strat_latestthinkingslideshare_10436878&n=smc_1118

1. The Rise of the
Purpose-Led Brand
From Me to We:

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Companies looking to build competitive agility need
to find new ways to stand apart.
Consumer expectations for alignment with their
personal values create an opening for companies
to build relationships that are:
Authentic Meaningful Long-Lasting Profitable
Consumers take control
of consumers
want companies to
take a stand on issues
close to their hearts
62%

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Consumers aren’t just buyers anymore.
They are critical stakeholders with multiple roles:
Consumers are more than buyers
Brand sustainers
Brand shapers
Brand influencers
Brand co-developers
Brand investors
of consumers
believe their actions
can influence a
company’s stance
on issues of public
concern.
65%

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When consumers are disappointed by a brand’s words
or actions on a social issue:
Consumers demand and take action
criticize
53%
walk away
47%
never
come back
17%
Consumers are voicing
their opinions and beliefs
as never before. They
expect brands to follow
suit and continually assess:
• What a brand says
• What it does
• What it stands for
Companies that don’t
step up with purpose-led
brands pay the price.

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Price, product quality and customer
experience are important purchasing
considerations. But they’re now
table stakes.
Companies looking to build their
competitive agility need to find
new ways to stand apart.
The rise of the purpose-led brand
Purpose has become
a key brand differentiator.
culture transparency treatment of
employees
sustainability ethical
values
62%
62%
65%
66%
66%
What attracts consumers to one brand over another?

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These factors influence
the form a purpose might take—
and how (and even whether) it
will affect their competitiveness.
Not all brands are created equal
• Emerging markets
• “Utility” product
categories
• Older customer
segments
Purpose
is less
important to…
• Mature markets
• “Experience” product
categories
• Younger customer
segments
Purpose can
make a bigger
difference to…

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Understanding how to instill
a sense of “brand belonging”
through a clear and relevant
purpose is quickly becoming a
prerequisite for competitiveness.
Three guiding principles set
purpose-driven brands apart.
Activating
purpose

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• Involve the brand ecosystem
(employees, customers and
other stakeholders) to identify
shared values
• Establish emotional
connections by actively
communicating
• Learn to say “I’m sorry.”
Activating purpose:
Be human
64
of consumers find
brands that actively
communicate their
purpose to be more
attractive
42
will give brands
a second chance
if they apologize
% %

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Standing for everything means
standing for nothing. Consumers
don’t fall for insincere attempts to
pull at heartstrings. They reward
authenticity, transparency
and outspokenness.
Activating purpose:
Be real
66
of consumers find
transparency to be
one of a brand’s
most attractive
qualities
65
are influenced by
the words, actions
and beliefs of a
company’s employees
% %

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Since consumers have a real stake in
a brand’s success, it’s time to rethink
engagement models.
Companies should focus less on
investing for customers and more on
investing with their new ecosystem
partners to drive competitive agility.
Activating purpose:
Be creative
Can consumers co-develop products
and services?
Can they act as sales partners through
channels they control or influence?
Can they participate in crowdsourcing
schemes to fund new innovations?
Can they invest in a company’s
growth in exchange for certain perks?
Can they… ?

11. The rise of the purpose-led brand | Accenture Strategy 11
There’s virtually no limit to
the roles consumers can play—
or the value they can provide.
Ask them.

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Accenture strategy experts.
About the Research
In 2018, Accenture Strategy conducted
the 14th annual Global Consumer Pulse
Research to gain an understanding of
current global consumers’ preferences,
beliefs and behaviors. The goal was to identify
how consumer expectations are evolving—
and how companies can capitalize on that
evolution to achieve new levels of growth
and competitive agility. Our online survey
of almost 30,000 end-consumers in
35 countries was conducted between
August 1 and October 16, 2018.
@AccentureStrat
www.linkedin.com/company/accenture-strategy
www.accenture.com/BrandPurpose
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