Cone’s Whitney Dailey, was a keynote speaker for the 2017 B:CIVIC Summit, and hosted a B:CIVIC webinar this past June. As an expert in corporate social responsibility research, B:CIVIC referenced Cone’s research in our GOODBusiness: The State Corporate Philanthropy in Colorado Report.
Cone’s 2018 research is all about purpose.
Purpose isn’t just the latest marketing buzzword or moment-in-time tactic. Not only do Americans expect companies to lead with Purpose, they are ready to reward these companies in a variety of ways. In fact, companies that lead with Purpose will stand to build deeper bonds with existing consumers, expand the consumer base and enlist those brand advocates to share the brand message.
Key Findings Include:
78% of Americans believe companies must do more than just make money; they must positively impact society as well
77% feel a stronger emotional connection to Purpose-driven companies over traditional companies
66% would switch from a product they typically buy, to a new product from a Purpose-driven company
68% are more willing to share content with their social networks over that of traditional companies
Cone released their webinar to learn about the findings and insights from the newly released 2018 Cone/Porter Novelli Purpose Study. The study, examining consumer expectations and behaviors towards companies that lead with Purpose, finds that Purpose-driven brands can build stronger emotional connections with consumers that go far beyond a transactional relationship. This webinar will walk you through key data and critical implications for business, as well as best practices and examples of companies leading with Purpose.
• Alison DaSilva, Executive Vice President, Purpose/CSR, Cone
• Whitney Dailey, Vice President, Marketing/Research & Insights, Cone