3 facts that prove purpose-driven brands are here to stay

A look at recent statistics from global brands shows that people are increasingly informed and conscientious about the products they buy, the services they choose, and the food they put on their tables. The data shows this global shift in attitude is here to stay.

2 out of 3 consumers globally now say they’ll pay more for brands committed to sustainability

  • 66% of people worldwide say they’re willing to pay more for sustainability goods, up from 50% just two years prior according to a recent global survey.
  • “People are willing to pay more to remain true to their values.”

As both buyers and employees, Millennials and Gen Z are driving the change

  • Millennials are the ones driving demand for more purpose-driven brands. Younger adults are the most willing respondents to pay extra for sustainable goods.
  • Millennials re an increasingly large component of the workforce, on their way to 75% of the global workforce by 2025.

The U.N.’s Sustainable Development Goals for 2030 establish a global mandate, and some of the world’s largest brands are getting on board

  • In a 2016 survey of over 1,000 top global CEOs, 80% believe that demonstrating a commitment to societal purpose is a differentiator in their industry. A large majority (79%) of CEOs attribute the driving force for sustainable change to brand trust and reputation.

Looking across this wide spectrum of shifting attitudes and choices, it’s clear that the way people consider the brands they purchase has fundamentally changed. People actively follow and engage with brands they admire, those that demonstrate passion and amplify their true reason for existing.

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