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4 Steps to Building Brand Equity with Purpose-Driven Marketing

Article - 9 Min. Read -

Today, brand values can mean the difference between a sale and a loss. See how you can stand out from the crowd by incorporating more purpose-driven strategies into your company’s campaigns.

Abstract art depicting a growing curve on a table.

American consumers are looking for more than a good product or service—they’re also looking to do business with companies that support causes they care about.[1]

And with studies showing that younger generations, in particular, want brands to take a stance on issues that matter to them, connecting with customers on a deeper level is more important than ever.[2]

In response, many U.S. businesses have begun focusing on more purpose-driven strategies: [3]

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Footnotes
  1. [1]“5WPR 2020 Consumer Culture Report: Insight into the complexities of the modern consumer’s motivations, influences and purchasing habits,” 5W Public Relations, 2020.
  2. [2]“2020 Edelman Trust Barometer — Special Report: Brands and Racial Justice in America,” Edelman, June 9, 2020.
  3. [3]“Coronavirus Ad Spend Impact: Buy-side,” IAB, March 27, 2020.
  4. [4]Ibid.
  5. [5]Ibid.
  6. [6]Ibid.
  7. [7]Excerpted from “Five Fifty: The quickening,” McKinsey & Company, www.mckinsey.com. Copyright (c) 2020 McKinsey & Company. All rights reserved. Reprinted by permission.
  8. [8]Ibid.
  9. [9]“The Corporate Social Mind: The Public's Expectations of Companies to Address Social Issues,” The Corporate Social Mind, June 2020.
  10. [10]“5WPR 2020 Consumer Culture Report: Insight into the complexities of the modern consumer’s motivations, influences and purchasing habits.” 5W Public Relations, 2020.
  11. [11]Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Package tracking information on Priority Mail®, Priority Mail Express® and other trackable parcels is also provided.
  12. [12]“2020 Zeno Strength of Purpose Study,” Zeno, June 17, 2020.
  13. [13]“How is COVID-19 changing the retail consumer? — Data-driven insights into consumer behavior — Accenture COVID-19 Consumer Pulse Research—Wave 7,” Accenture, August 2020.
  14. [14]QR Code is a registered trademark of Denso Wave Inc.
  15. [15]“5WPR 2020 Consumer Culture Report: Insight into the complexities of the modern consumer’s motivations, influences and purchasing habits.” 5W Public Relations, 2020.
  16. [16]“MRM Annual Report” USPS, conducted by Summit Research, 2020.
  17. [17]“Foresight 2020,” DNA Seattle, Oct. 15. 2020.
  18. [18]“Causes/Charity & Activism Report: Gen Z and Millennial research, trends, and insights,” YPulse, January 2020.
  19. [19]“Advertising Effectiveness and Age,” USPS Office of the Inspector General, February 2019.

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