Do you know what its purpose is? This is the reason why a brand exists, It is “something” that becomes relevant and necessary for its consumers.. In this sense, a purposeful brand is one that positions itself in an important situation for society and integrates it both into its communication and into its strategy.

Finding this reason implies that brands return to their origins and connect with their soul to understand their role in this world.

Always (a Procter & Gamble product), for example, expresses its purpose with the campaign #LikeAGirl (not Brazil, #TipoMenina) goes like this: “We want all girls and women to live their lives to the fullest and we are here to support them.” Therefore, there is no space for any type of doubt about the commitment of the company that does not combat two stereotypes.

Six out of ten consumers want purposeful brands

This fact was ratified by global portfolio of Accenture Strategy, carried out with quase 30 thousand consumers from 35 countries.

• 62% of our clients want companies to take positions on current and relevant issues such as climate change, even LGBT, or female empowerment, transparency, among others.
• 47% of consumers abandon the brand when they feel frustrated and 18% never regain trust.
• 42% of consumers say they stay away from brands that represent nothing. Um out of every five (21%) he never comes back.

These are the main challenges that prevent companies from achieving competitive advantages in the context of modernity, because Customers do not make their decisions solely on the basis of no product or price, but on the endorsement of what a brand says, does and, mainly, what it represents.

Active your purpose

• Be human: Communication is essential, given that 64% of users consider brands that communicate communicatively more attractive or purposeful.
• Be clear: Clients value authenticity, openness and solid leadership.
• Boost your creativity to increase your competitive agility.

It is time to move from individualism to collectivity.