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Consumers are four to six times more likely to buy from brands with strong purpose – study

A global study analyzing the business value of brands having a well understood Purpose has revealed a strong business benefit as consumers are four to six times more likely to buy from, trust, champion, and defend companies with a strong Purpose.

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5 years ago

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A global study analyzing the business value of brands having a well understood Purpose has revealed a strong business benefit as consumers are four to six times more likely to buy from, trust, champion, and defend companies with a strong Purpose.

The 2020 Zeno Strength of Purpose Study, commissioned by Zeno Group, the global, integrated communications agency, surveyed more than 8,000 individuals across 8 markets (United States, Canada, United Kingdom, France, China, India, Singapore, Malaysia). As part of the study, consumers rated their perceived strength of Purpose of more than 75 brands. Zeno then performed a correlation and regression analysis to understand the relationship between consumers’ perceptions of a brand’s Purpose and their attitudes and intended behavior toward them.

Zeno found that when a brand is perceived to have a strong Purpose, consumers were:

  • Four times more likely to purchase from the brand;
  • Six times more likely to defend that brand in a challenging moment;
  • Four and a half times more likely to recommend (champion) the brand to friends and family;
  • Four times more likely to trust the brand.

Globally, France and the UK emerged as the countries most likely to trust, champion and defend a brand with a strong Purpose; consumers in Malaysia, India and Singapore were most likely to buy from a brand with a strong Purpose.

The survey also found that the benefits of a strong Purpose held across regions and generations, with 82% of consumers saying they took action to support a company or brand when they believed in its Purpose, sharing positive opinions of that brand with others, encouraging others to support or buy it, or starting to buy from the brand themselves.

Elements of Purposeful Brands

Zeno asked survey respondents to identify the top attributes of purposeful brands and uncovered eight key elements:

  • Fair treatment of all employees
  • Products or services that reflect the needs of people today
  • Ethical and sustainable business practices
  • Support for important social causes
  • Creation of new job opportunities
  • Diverse and inclusive culture
  • Issue advocacy
  • Strong set of values 

In North America and Europe, respondents ranked “fair treatment of employees” as the number one element of a purposeful brand. In Asia, consumers rated making “products and services that reflect the needs of people today” as the top element of a purposeful brand.

The Purpose Paradox

Consumers have also raised the bar and are looking to companies to advance progress on important issues within and outside of their operational footprint. Ninety four percent of global consumers say it is important that the companies they engage with have a strong Purpose. However, a significant gap exists as only 37% believe companies today actually do. Moreover, 83% of consumers surveyed globally said companies should only earn a profit if they have a positive impact, implying consumers have developed an expectation for brands and companies to have a higher calling beyond earning profits and rewarding shareholders.

When it comes to Gen Z – teens and 20-somethings – the stakes for brands couldn’t be higher, as many of these young people are in fact their own brands.  They expect brands to live their Purpose with action and to responsibly and consistently wield their economic and social power for good.

“By evaluating over 75 global companies, this is truly the first study of its kind directly linking the strength of a brand’s Purpose to reputation and business benefits. The data proves that consumers expect companies to have a more meaningful reason for being and are making decisions about what to buy and where to work with an eye toward supporting those that share their values,” said Alison DaSilva, Managing Director, Purpose & Impact at Zeno Group. “Yet, companies are leaving equity and opportunity on the table as the majority of consumers do not believe companies today have a clear and strong Purpose. It has never been more important for companies to not only articulate their Purpose, but to consistently demonstrate that Purpose in how they operate, support issues and engage with all stakeholders.”

Holding Brands Accountable

The study also found the so-called “cancel culture” expressed in respondents’ replies, as nearly eight-in-ten (76%) global consumers indicated they will act against brands whose Purpose, values or behaviors they disagree with, by no longer buying from the brand, switching to a competitor, or discouraging others from buying  or supporting it. 

The cancel culture behavior appears strongest among younger generations, with 88% of Gen Z and 85% of Millennials saying they were more likely to act negatively towards a brand they disagreed with. Primary actions included sharing their opinions with family and friends, whereas Boomers and Matures were more likely to act with their wallets, saying they would stop buying from the brand altogether.

The inclination for consumers to act against brands or companies they disagreed with was stronger in Eastern countries (China, 92%; Malaysia, 91%; Singapore, 89%). Meanwhile, in the United States, Canada, France, and the United Kingdom, consumers were slightly more forgiving of brands when they disappointed.

Younger Generations: Valuing Purpose

While respondents across generations recognized the strength and importance of Purpose, younger generations were most likely to champion on behalf of brands with a strong Purpose. Findings included:  

  • 92% of Gen Z and 90% of Millennial respondents say they would act in support of a purposeful brand – at least 10 percentage points higher than other generations surveyed.
  • 87% of Gen Z and 84% of Millennials state it’s a CEO, Founder, or Owner’s responsibility to drive a brand’s Purpose – six-to-three percentage points higher than all respondents.
  • 70% of Gen Z and Millennials feel a brand should have a Purpose they personally believe in – 22 percentage points higher than Boomers and Matures.
  • Across all survey questions, Gen Z led all generations in their positive affirmation of a brand’s Purpose. 

“When it comes to Gen Z – teens and 20-somethings – the stakes for brands couldn’t be higher, as many of these young people are in fact their own brands.  They expect brands to live their Purpose with action and to responsibly and consistently wield their economic and social power for good,” said Therese Caruso, Managing Director, Global Strategy & Planning at Zeno Group. “Gen Z’s number one ambition is to build a better world through the strength of collective action.  Those brands that do not put authentic and actionable Purpose at their core risk losing one of the most influential youth generations on the planet.”  

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Shell Philippines turns 3 metric tons of plastic waste into bike racks for sustainable mobility project

Shell Philippines bought plastic credits from PCX Markets,a responsibility platform that offers upstream solutions and helps fund plastic pollution cleanup projects around the world. 

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3 months ago

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July 12, 2025

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Shell Philippines has delivered a set of 110 bike racks made from 3,000 kg of plastic waste around Metro Manila and Southern Luzon as part of a unique activation to help encourage sustainable mobility and spotlight the power of the circular economy.

The Philippines has been hard hit by the plastic waste crisis which threatens the health of our planet.  The country’s Extended Producer Responsibility (EPR) Act, which requires large companies to recover 40% of their plastic packaging footprint in 2024, aims to encourage a circular economy for plastics to ensure waste doesn’t end up in nature.

Shell Philippines bought plastic credits from PCX Markets,a responsibility platform that offers upstream solutions and helps fund plastic pollution cleanup projects around the world.  One credit enables the collection and processing of 1,000 kilograms of plastic waste by project partners listed on PCX Markets. This purchase supports the work of EFT Philippines, an SME based in Davao that upcycles plastic waste into various items such as outdoor furniture.

Funds raised by credit sales helped EFT Philippines expand collection and purchase more plastic waste from informal sector waste pickers through aggregators, such as junk shops..  Shell went on to purchase upcycled bike racks from EFT, helping fund the entire circular journey of plastic waste, from collection through to processing and finally, through the purchase of the end product.

Shell unveiled the project on October 24, 2024 including the first prototype, as part of the company’s Sustainability Week event in Manila. The first 55 bike racks was installed in various Shell Mobility sites in Q1 of 2025, and another 55 will be deployed within the the 3rd quarter of 2025.

Shell supports the need for improved circularity of plastics markets and globally aims to increase the amount of recycled plastic in Shell-branded packaging to 30% by 2030 and ensure that the packaging used in their products is reusable or recyclable. The company’s approach to sustainability is integrating sustainable practices in every aspect of the business, from its operations to customer interactions. 

In the Philippines, Shell has partnered with PCX Markets to develop a downstream plastic diversion program that helps fund several recycling, upcycling, and social impact projects to help keep plastic out of nature. 

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Ethical Biz

Cebu Pacific Catering Services (CPCS) committed to sourcing 100% cage-free eggs across its operations by 2030

The company’s commitment follows similar pledges by major airline caterers worldwide, including its partner Cathay Pacific Catering Services in Hong Kong, demonstrating a coordinated industry shift toward more responsible sourcing practices.

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5 months ago

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May 6, 2025

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Cebu Pacific Catering Services (CPCS) won praise from international NGO Lever Foundation for committing to sourcing 100% cage-free eggs across its operations by 2030. This commitment aligns CPCS with a growing movement among international airline caterers to advance animal welfare standards in their supply chains.

“Our commitment to sourcing 100% cage-free eggs by 2030 reflects CPCS’s dedication to aligning with global sustainability standards while maintaining the highest quality in airline catering,” said Sherwin B. Olivar, General Manager at Cebu Pacific Catering Services Inc. “This initiative represents an important step in our ongoing efforts to implement responsible sourcing practices that meet international standards.”

A joint venture between MacroAsia Corporation, Cathay Pacific Catering Services of Hong Kong, and MGO Pacific Resources Corporation, CPCS prepares over 2000 meals daily for International flights at Mactan-Cebu International Airport. The company’s commitment follows similar pledges by major airline caterers worldwide, including its partner Cathay Pacific Catering Services in Hong Kong, demonstrating a coordinated industry shift toward more responsible sourcing practices.

“CPCS’s full transition to cage-free eggs demonstrates its strong leadership in sustainability within the airline catering sector,” said Robyn del Rosario, Sustainability Program Manager at Lever Foundation, which worked with the company on developing its new commitment. “Their decision will influence regional supply chains and show how international partnerships can drive positive change in the aviation services industry.”

Cage-free egg production, in which hens are given the freedom to move in open indoor environments, improves animal welfare and significantly lowers food safety risks compared to caged egg production. Exhaustive research by the European Food Safety Authority found that cage-free egg farms are up to 25 times less likely to be contaminated with key strains of salmonella than caged egg farms. The production of caged eggs has been banned across Europe, as well as in the United Kingdom, Canada, New Zealand, Bhutan and parts of India, Australia and the United States. An increasing number of consumers have also been leaving eggs off their plate as the best way to help laying hens.

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Ethical Biz

PepsiCo continues its plastic waste diversion with Loop Lokal program in PH

pep+ aims to drive action and progress across three key pillars—Positive Agriculture, Positive Value Chain, and Positive Choices—bringing together PepsiCo’s efforts under a comprehensive sustainability framework.

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5 months ago

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May 6, 2025

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PepsiCo continues to proactively find solutions to address plastic waste and invest in solutions that benefit communities and the environment. In 2024, as part of its broader pep+ (PepsiCo Positive) ambition to drive sustainable change across its value chain, PepsiCo joined hands with Evergreen Labs Philippines to support solid waste collection and diversion efforts through its Loop Lokal program—strengthening local systems and advancing progress toward a circular economy.

pep+ aims to drive action and progress across three key pillars—Positive Agriculture, Positive Value Chain, and Positive Choices—bringing together PepsiCo’s efforts under a comprehensive sustainability framework.

“Plastic waste is a complex challenge, and addressing it requires steady, collaborative effort. Through our partnership with Evergreen Labs, we’re taking a practical step to strengthen local waste systems while avoiding harmful practices like open burning or co-processing. Instead, we’re supporting a model that upcycles plastic waste into something of value—driving better environmental outcomes and meaningful impact for local communities,” said Aditya Ahuja, General Manager, PepsiCo, Malaysia and Philippines (Foods).

In 2024, the Loop Lokal Program was launched across Metro Manila, Cavite, Laguna, Cebu, Iloilo, and Guimaras Island, activating 11 communities and diverting over 180 metric tons of plastic waste. The program validated the effectiveness of a bottom-up, community-driven recycling model that empowers local government units (LGUs) and residents to expand existing environmental programs with targeted support from the private sector. By alleviating the financial burden of incentivizing community participation, the model promotes shared responsibility and demonstrates a scalable, replicable solution for a broader environmental impact.

A critical component of the Loop Lokal Program is PepsiCo’s investment in strengthening sorting and segregation infrastructure, particularly at the Materials Recovery Facility (MRF) in Biñan City, Laguna. Previously operating at limited capacity, the Biñan Ecopark is now being transformed into a hub suited for growth—with our investment enabling the addition of advanced equipment, including the installation of a mechanized sorting line, baling machine, and plastic crushing equipment. These enhancements aim to improve the site’s operational efficiency, streamlined material flow, and increased its capacity for pre-processing and recovery.

This infrastructure investment drives market efficiency by reducing leakages in the waste value chain and laying the groundwork for a replicable, scalable model of municipal waste recovery. Most importantly, it strengthens the collection and diversion infrastructure needed for the Philippines to meet its increasing targets under the Extended Producer Responsibility (EPR) law.

Across the 11 communities, Evergreen Labs Philippines implemented a range of community-centric engagement activities—from offering food incentives for plastic donations to partnering with LGUs and local organizations to strengthen existing waste diversion systems. The collected plastic waste was processed by local partners and upcycled into boards, lumber, and bricks—products that are now being used and sold locally, creating livelihoods and keeping value within the community.

“Funding from companies like PepsiCo makes it possible for us to design models that directly engage communities in sustainable waste management and environmental conservation. These efforts generate livelihoods, strengthen government systems, and ultimately keep tons of plastic waste out of our oceans and landfills,” shared Erica Cardoso, Managing Director of Evergreen Labs Philippines.

The Loop Lokal Program between Evergreen Labs Philippines and PepsiCo is slated to continue in 2025.

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