86% of US adults would be more inclined to buy from purpose-driven companies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2019, 6:45 AM UTC

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.     

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