In the future, the most successful brands will be those that make the most positive contribution to society beyond just providing good services and products.
68% of world’s consumers agree, according to Ipsos Global Trends Survey. The percentage of people that think that purposeful brand will be the most successful in the future, is higher in the fastest growing economies, where issues of sustainability and employment rights have a higher profile and urgency than in well-established economies of the past.
Earlier I wrote that quality, price and emotive advertising were no longer enough, in order to future-proof themselves brands needed innovation and purpose. And it’s obvious that consumers of the future care about brand purpose whilst young companies (Tesla, Patagonia, Lyft, Toms) built purpose into their DNA.