Purpose is more than a marketing tactic; it’s much more than a term thrown around at conferences. It is something that is so deeply embedded into our experience with a brand that it becomes a feeling. We can’t see it, and sometimes we can’t even articulate it, but we know it’s there. Purpose is complex and deep, and it’s emotional over rational. And within this complexity is the notion that consumers overwhelmingly gravitate toward it
How do we know this?
Our latest study harnesses the power of social psychology to do a deep dive into the thinking behind Purpose, leveraging a research methodology called Implicit Association Testing (IAT) to uncover our automatic, unbiased perceptions of brands. This research adds another layer to the business case for Purpose — and the importance of strong storytelling to complement sound business strategies.