The link between a company’s reputation and its purpose continues to increase in importance as consumers, especially Gen Z and Millennials, expect brands to reflect their beliefs across various social, political and ideological dimensions.
Kantar's BrandZ 2023 ranking of the Most Valuable Global Brands, in fact, is dominated by purpose-driven brands that have been able to connect with consumers in a meaningful way, earn their trust and positively impact corporate bottom line. In this report we explore five noteworthy considerations for navigating the path to purpose-driven branding.
