Cone, HCD Research and Porter Novelli have reported findings from an online survey and a biometric research.
The study surveyed 1,000 US adults and conducted a biometric research to measure the facial, heart rate and skin conductance impulses of 21 US adults. It was conducted to understand consumer’s subconscious emotional reactions to purpose-driven and functional messaging.
86% of respondents indicated that they would be “more inclined” to purchase from purpose-driven businesses. And, 83% of participants would be more loyal to such companies. The biometric research found that the majority of consumers felt a stronger emotional connection with purpose-driven messages instead of functional.
95% of consumers felt a stronger emotional connection towards automotive and technology brands with purpose-driven messaging. Only 5% respondents reported such a connection towards functional advertising. For the household cleaning products segment, 86% of participants connected with purpose-driven ads and 14% for functional.
[4 minute read]