Study: Consumers Are Four to Six Times More Likely to Buy From, Trust, Champion, and Defend Brands with a Strong Purpose
Zeno Group
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Zeno Group has released
The 2020 Zeno Strength of Purpose Study, an online survey of 8,255 respondents across 8 global markets (United States, Canada, United Kingdom, France, China, India, Singapore, Malaysia) to understand the evolving role of brand purpose in consumers’ lives.
Consumers rated the "strength of purpose" of more than 75 brands to understand the relationship between the brand’s purpose and their attitudes/intended behavior.
Some key findings from this study include:
- Globally, France and the UK emerged as the countries most likely to trust, champion and defend a brand with a strong purpose; consumers in Malaysia, India and Singapore were most likely to buy from a brand with a strong purpose.
- 82% of consumers say they have taken action to support a company or brand when they believed in its purpose, sharing positive opinions of that brand with others, encouraging others to support or buy it, or starting to buy from the brand themselves.
- When asked to identify the top attributes of purposeful brands, respondents ranked “fair treatment of employees” as the number one element of a purposeful brand in North America and Europe, while making “products and services that reflect the needs of people today" was ranked first in Asia.
- 94% of global consumers say it is important that the companies they engage with have a strong purpose.
- However, a significant gap exists as only 37% believe companies today actually do. Moreover, 83% of consumers surveyed globally said companies should only earn a profit if they have a positive impact.
Read the full report and learn how consumers' perceived strength of purpose of organizations impacts trust, purchase intentions, and more.
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Relevance in the Era of Social Change and Disruption
W2O Group
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W2O Group analyzed conversations on racial and social equity based on corporate data from 62 Fortune 500 healthcare companies.
Researchers examined corporate statements and employee commentary made in response to civil unrest following the death of George Floyd.
Some key findings include:
- Discrimination, equality, and diversity provide the most overlap in search results while education and advocacy-related searches are more isolated (see image).
- Of the Fortune 50 companies, 36 addressed racial issues symbolized by George Floyd's murder.
- 44% of companies committed to action via monetary donations.
- 14% of companies committed to changing policies.
- A majority of companies (52%) acknowledged systemic flaws driving racism.
- 40% of companies acknowledged George Floyd directly.
- Effective CEOs moved beyond the statement, built on their authentic voice, owned where they've fallen short, and focused on action.
- Employees are demanding companies to do more and do better.
- Employees expect to be seen and heard.
- Employees want their companies to be bold, take real action, and make apologies.
Read more to learn about how stakeholders perceived corporate statements and how CEOs can improve their communication moving forward.
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Tweeting a Social Movement: Black Lives Matter and its use of Twitter to Share Information, Build Community, and Promote Action
Candice LaShara Edrington, Ph.D., and Nicole Lee, Ph.D., North Carolina State University
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This abstract is summarized by IPR from the
original journal article
published in the Journal of Public Interest Communications.
Candice LaShara Edrington, Ph.D., and Nicole Lee, Ph.D., researched the message strategies used on Twitter by the Black Lives Matter social movement as a means to share information, build community, and promote action as well as what type of influence these strategies had on audience engagement in terms of replies and retweets.
The authors conducted a content analysis to examine 2,225 public tweets sent by Black Lives Matter (BLM) over a four-year period.
Key findings include:
- When asked what function BLM serves, 60% of Tweets were "Information focused," 17.5% of Tweets were "Community focused," and 23% of Tweets were "Action focused."
- When looking at the subcategories, sharing news related to the cause was the most common type of message (55%). This subcategory falls under the "Information focused" function.
- Information focused messages decreased over time from 67% in 2014 to 49% in 2017, while Community focused messages increased over time (15% in 2014 to 22% in 2017), along with Action focused (18.6% in 2014 to 29% in 2017).
- The current results suggest that BLM or other social movements might want to consider posting more messages with a Community function if their goal is amplification rather than awareness.
Read more to learn how a social movement organization such as Black Lives Matter uses Twitter for advocacy.
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The Black-White Divide on Diversity Efforts in the Media and Advertising Industry
The Myers Report, Advancing Diversity Center of Excellence
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This study provides insights on attitudes toward diversity, online education, compensation, and on-the-job training.
Researchers conducted an online survey of 700 media and advertising professionals from February 1 through March 15, 2020. Survey responses were collected prior to COVID-19 and the resurgence of Black Lives Matter activism.
Some key findings include:
- 61% of Caucasian respondents agreed that the media and advertising community is doing its best to advance diversity, equality and inclusion, compared to 44% of Asian respondents, 44% of Hispanic/Latino respondents, and 42% of Black/African American respondents (see image below).
- 35% of Black respondents think the current diversity and inclusion efforts of advertising and media are sufficient, compared to 31% of Hispanic/Latino respondents, 21% of Asian respondents, and 12% of Caucasians.
- 85% of Asian respondents agree that the media and advertising industry fairly and competitively compensates its entry-level and early-stage employees, compared to 27% of Black respondents, 27% of Caucasians, and 26% of Hispanic/Latinos.
- 82% of Black respondents agreed that the on-the-job training and education that they receive appropriately prepares them for their current role and responsibilities, compared to 85% of Asians, 79% of Caucasians, and 77% of Hispanic/Latinos.
Read more about attitudes toward diversity, online education, and on-the-job training.
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Participatory Practices at Work Change Attitudes and Behavior Toward Societal Authority and Justice
Sherry Jueyu Wu, Ph.D., University of California Los Angeles & Elizabeth Levy Paluck, Ph.D., Princeton University
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Dr. Sherry Jueyu Wu and Dr. Elizabeth Levy Paluck conducted an experiment to examine how adjustments to people's participation in the workplace affect attitudes toward authority and justice.
In two field experiments with Chinese factory workers and American university staff, researchers randomly assigned work groups to 20-minute participatory meetings once per week for six weeks. In these participatory meetings, supervisors stepped aside and workers discussed problems, ideas, and goals regarding their work.
Some of the key findings include:
- Across 97 work groups and 1,924 workers, participatory meetings led workers to be less authoritarian and more critical about societal authority and justice.
- Workers were more willing to participate in political, social and familial decision-making.
- On average, workers tended to "slightly agree" with statements asserting belief in a just world.
- Workers in the participatory condition reported significantly lower belief in a just world.
- Workers in the observer condition on average "slightly agree" with a just world belief.
- Workers within the participatory condition experienced higher levels of interest in several different areas such as politics, family, and social life.
Read more to learn how changes in experience affect attitudes toward authority and justice in the workplace.
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United States and Canadian Perspectives on COVID-19 and Police Services
Leger, Association for Canadian Studies
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Leger conducts a weekly survey of Canadians and Americans about current events related to COVID-19. This week's report includes results related to their perspectives on COVID-19 preventive measures and their trust in police.
This web survey was conducted from June 12-14, 2020 and included 1,527 Canadians and 1,004 Americans.
Some key findings include:
- 54% of Canadians and 65% of Americans stated that wearing a protective mask should be mandatory for all Canadians/Americans when they are out in public.
- 15% of Canadians felt that the government should "accelerate the pace" at which it is relaxing social distancing, 62% felt they should "maintain the pace," and 23% felt they should "slow down the pace."
- 23% of Americans felt that the government should "accelerate the pace" at which it is relaxing social distancing, 43% felt they should "maintain the pace," and 34% felt they should "slow down the pace."
- When asked about how much they trust police services, 72% of Caucasian Canadians stated "a lot" or "somewhat," while 61% of visible minority Canadians reported "a lot" or "somewhat."
- When asked about how much they trust police services, 65% of Caucasian Americans stated "a lot" or "somewhat," while 44% of visible minority Americans reported "a lot" or "somewhat."
- 75% of Canadians and 64% of Americans reported feeling safe when they had to interact with police officers, while 17% and 28% of those respective groups reported not feeling safe.
Read more to learn the full findings of the study regarding Canadian and American perspectives on COVID-19 and police services.
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Relationships Between Initial COVID-19 Risk Perceptions and Protective Health Behaviors: A National Survey
Wändi Bruine de Bruin, Ph.D. and Daniel Bennett, Ph.D., University of Southern California
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This abstract is summarized by IPR from the
original journal article
published in the American Journal of Preventive Medicine.
Wändi Bruine de Bruin, Ph.D., and Daniel Bennett, Ph.D., at University of Southern California aimed to discover the perceived risks for COVID-19 infection and infection fatality, and whether these risk perceptions are associated with protective behaviors.
Conducted between March 10 and March 31, 2020, researchers utilized a cross-sectional online survey of 6,684 U.S. citizens. Participants assessed their risks of COVID-19 infection and infection fatality on a scale of 0%–100%, and were split into four groups. Respondents also reported their implementation of protective behaviors like hand-washing and social distancing (yes/no).
Some key findings include:
- Across the entire sample, 90% reported hand-washing, 58% reported avoiding high-risk individuals, 57% reported avoiding crowds, and 37% reported canceling or postponing travel.
- Reports of hand-washing increased from 83% among the quarter of respondents who perceived the lowest risk of COVID-19 infection to 94% among the quarter who perceived the highest risk.
- Similarly, reports of avoiding public spaces or crowds as a protective measure increased from 45% for those reporting low perceived risk to 67% for those reporting highest risk.
Read more to learn how a person's reception of risk impacts their willingness to participate in protective behaviors.
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