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This is the third year of our flagship research on the relationship between Purpose and Reputation in the minds of Australians.
Purpose Premium is brought to you by Porter Novelli Australia and Quantum Market Research.
This year’s study is a wake-up call for Australian brands.
Australians have sharpened their views on Purpose and Reputation, and raised their expectations.
Our urgent warning for Australian leaders and brand owners is: Take action on Purpose, or your consumers will take it for you.
Here are the three major reasons
to think about your organisation’s Purpose.
Aussies famously buy on price, and we know a survey is not a supermarket aisle.
But this year’s study shows Australians want to buy from, invest in, and work for brands with a stated Purpose that aligns with their values.
Australians now report they are more loyal to Purpose than to price.
Is your core consumer someone who wants more than a bargain?
Which of the following statements do you find yourself agreeing with more?
Which of the following statements do you find yourself agreeing with more?
I am more loyal to brands that do something positive for society
I am more loyal to brands that are giving me the best price and convenience
I am more loyal to brands that do something positive for society
I am more loyal to brands that are giving me the best price and convenience
More and more, we’re researching brands before we buy, and we can do it in a second on our smartphones.
And, if your core customer skews younger, more urban, and more affluent, this number is even higher. How does your brand stand up to intensive Googling?
How often do you research what the companies or brands you buy from do for society?
How often do you research what the companies or brands you buy from do for society?
Often Sometimes Occasionally Never
Often Sometimes Occasionally Never
Purpose is now a weapon in the war for talent.
While most of us say we would leave a company that acts in a way that contradicts its publicly stated values, 58 per cent said they have already done this.
In the era of “The Great Resignation”, it’s never been more important for employers to walk their talk.
I am willing to leave a company that acts in a way that contradicts its publicly stated values.
I am willing to leave a company that acts in a way that contradicts its publicly stated values.
I have left a company in the past because I was unhappy with the impact it was having on society.
I have left a company in the past because I was unhappy with the impact it was having on society.
The number of Australians who said they would only invest in a company that has a positive impact on society has increased by 10 percentage points since 2020.
Investors are looking to make their capital work hard, and to work for good.
And with millions of individual active online traders in Australia – most under 39 – this is a material issue for brands.
I would only invest in a company that has a positive impact on society.
I would only invest in a company that has a positive impact on society.
The message is clear – Purpose matters.
And each year, it matters more.
Cynical Australians will not buy into your Purpose unless it is core business.
Offsetting less responsible behaviour with corporate social responsibility initiatives will no longer cut it.
For Australians, authenticity matters.
Most people say they don’t know if they can trust the Purpose claims brands make.
Which of the following statements do you find yourself agreeing with more?
Which of the following statements do you find yourself agreeing with more?
More often than not brands are honest about their impact and what they stand for
More often than not brands are pretending to be something they’re not
More often than not brands are honest about their impact and what they stand for
More often than not brands are pretending to be something they’re not
The only real way to combat this cynicism is to really behave in line with your Purpose.
Purpose is not something you “bolt on” or donate money to. It is the way you do everything you do.
The way a company operates must be aligned with its claimed purpose in society.
The way a company operates must be aligned with its claimed purpose in society.
Salary and commute time are not key criteria for candidates in 2021.
When applying for a job, Australians want to know their employer is behaving in a pro-social way.
For Australians, Purpose often means people.
The way you treat people is still one of the most powerful indicators of Purpose – even when purchasing, beyond some of the more expected criteria. Should you consider using “Employer of Choice” status in your branding?
Any Purpose-led effort begins with your people. They’re your best advocate – and your most knowledgeable detractor.
In the era of the Great Resignation, put your people first.
Elements considered when deciding to buy from a brand or company (% always/often consider)
We have no patience for brands that wait to be regulated or pushed by consumer expectations.
We don’t want to be engaged in two-way dialogue about your hypothetical plans either. We just want you to get on with it.
I expect brands / companies to act on climate change of their own accord.
Companies should only have to stick to guidelines set by the government.
Brands know what they should be doing, I just want them to act on what they know.
I want to be engaged in two-way dialogues with brands with respect to their social impact.
I expect companies to adopt a net zero strategy, regardless of whether the government commits to setting a deadline.
Companies should only have to stick to guidelines set by the government.
Purpose is not an abstract concept. It is the answer to the question, “why are you here, anyway?”
Purpose is more than just doing good. It’s doing what you do well, and doing it responsibly.
You must decide how your Purpose will manifest, then act, then communicate, with the right stakeholders, in the right order, at the right time, with the right message.
It’s simple, but it is not easy, so let us know if you need help.