People are more likely to trust and buy purpose driven brands

1. The two minute read reveals that purpose can make a significant difference when comparing two brands.
2. A test compared how consumers react to competing brands, one conventional and one considered purpose- driven based on “system one” thinking—automatic, intuitive, and unconscious—rather than “system two” thinking that’s more controlled and analytical.
3. There was a clear association with the purpose driven brands and purposeful words like “trustworthy”, “transparent”, “responsible”, “ethical”, and “compassionate”. That association matters when people make purchasing decisions.
4. Sixty-two percent said that they thought it was important to consider purpose even when making an impulse buy.

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