Episode Summary

In this episode, we review the Accenture Report, To Affinity and Beyond, from Me to We: The Rise of the Purpose Led Brand, a study that outlines how consumers are no longer looking at companies just as “companies”, but as brands, and brands they are a part of.

At 3:07 , 62% of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency, and fair EE practices.

At 4:19 , Who does your brand really belong to? A brand no longer belongs to just the company; it belongs to the community.

At 6:30 , What is Purpose? How does it align with a company’s CSR or sustainability strategy?

At 7:32 , Don’t overlook the intangible components of a brand’s essence such as culture, transparency, and ethical values

At 8:15 , Purpose and customer relationships 

At 9:16 , It’s data time! Listen as we talk through the percent of respondents who:

• Appreciate brands that stand up for societal and cultural issues they believe in
• Act upon and support causes they have in common with a company
• Prefer a company who is transparent 
• Want to know employees are being treated well
• Believe in reducing plastics and improving the environment

At 13:00 , Accenture’s advice on how to take action using the report results (with examples from Janet and Barbra!)

1. Be Human 

2. Be Clear and Authentic 

3. Being Creative 

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