Connect with us

Ethical Biz

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.

Published

on

Photo by Tiff Ng from Pexels.com

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 trustchampion 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.”  

Ethical Biz

Epson research highlights significant gap between perceptions of climate change and severity of the emergency

Individually, people are taking their own actions to mitigate the climate emergency. The study suggests that more people are walking or cycling more often (63.8%), reducing plastic use (67.5%) and improving recycling habits (57.3%).

Published

on

The Southeast Asia (SEA) region is facing a potentially damaging gap between climate reality and people’s understanding of its catastrophic effects, according to the results of its Climate Reality Barometer from global technology leader, Epson. The survey captures global experiences and perceptions of climate change from 15,264 consumers across Asia, Europe, North America and South America.

Timed to help frame discussions at the upcoming COP 26 in November 2021, the goal of the Epson Climate Reality Barometer is to raise greater public awareness of climate change impacts, influence transformative business decisions, and better inform policy makers.

Reality Deficit: The Gap Between Perception and Climate Reality

The recent Intergovernmental Panel on Climate Change (IPCC) report noted that cities intensify human-caused warming locally, and further urbanisation together with more frequent hot extremes will increase the severity of heatwaves. Despite this, well over half (56.4%) of people surveyed as part of the Epson Climate Reality Barometer in Southeast Asia, are optimistic that we will avert a climate disaster in their lifetime.

For those who are optimistic, the most popular reasons supporting this optimism is the belief that people are more aware of climate change dangers (35.8%) and the opportunity to use science and technology to solve problems (29.2%). 

On the other hand, just 15.7% were pessimistic that they will avert a climate disaster in their lifetime. Overall, the majority of those who are pessimistic are driven mostly by a belief that people are not aware of climate change dangers (41.4%) or a feeling that there’s a lack of government action (22.4%). 

Reality check: Where we are today

The study suggests that optimism may be the result of a failure to recognise climate change and, therefore, its scale. In Southeast Asia, some of the top events most associated with climate change include more flooding (80.4%), wildfires (79.7%) and higher temperatures (79.2%), extreme weather (77.5%), and rising sea levels (73.1%). At the same time, the least associated with climate change are insect outbreaks (49.2%), thawing permafrost (53.4%), mass migration (60.5%) and more deaths in cities because of heat waves (64%). 

Siew Jin Kiat, Regional Managing Director of Epson Singapore (SEA Headquarters), said: “As the climate emergency unfolds before our eyes, it is of real concern that so many people in our region fail to recognise its existence. This is a wake-up call for us to act together and act fast. The pressure is on for governments, businesses and individuals to work together to make decisions and inspire the rapid action needed to mitigate climate change.” 

Reality responsibility: Who should take actions

Many see the responsibility to tackle the climate emergency belonging to state and industry actors. Of those surveyed, nearly a third in Southeast Asia (32%) believe governments and 14.7% believe businesses are “most responsible for tackling the climate emergency” – with 2.8% not believing in climate emergency.

That said, there is evidence that the idea of personal and collective responsibility is widely held too. Encouragingly, respondents in Southeast Asia (27.5%) see that they are personally “most responsible”, while almost one in five (19%) believe that we are all responsible – with action incumbent on governments, businesses and individuals alike.

Reality action: Individual steps

Individually, people are taking their own actions to mitigate the climate emergency. The study suggests that more people are walking or cycling more often (63.8%), reducing plastic use (67.5%) and improving recycling habits (57.3%).

Despite this, there are still gaps in terms of what people are willing to do, which will be important in reaching net zero targets at a global and national level. While there is openness in Southeast Asia to adopt new behaviors like switching to an electric vehicle, installing solar panels and switching to renewable energy; reducing international travel for business and leisure and adopting a plant-based diet are some behaviors that respondents indicated more resistance towards. 

Business reality: The time to act is now

All in all, the Epson Climate Reality Barometer and its discovery of the Climate Reality Deficit shows that there is a long way to go if we are to take the fundamental actions necessary to avert irreversible climate change. Greater understanding and collective endeavour, however, will enable and empower rapid action.

Companies can empower other businesses and consumers with sustainability supporting innovations. At Epson, this has seen the development of, for example: initiatives to reduce customer impact through the use of highly energy efficient PrecisionCore Heat-Free technology; and R&D into environmental technologies such as naturally derived (non-plastic) materials.

Beyond product and materials innovation, businesses can make a big difference by promoting and demonstrating climate responsibility. Epson carries this forward by: transitioning to 100% renewable electricity and engaging with initiatives such as the RE100 renewable energy project; working to close the resource loop for example, by promoting product refurbishment and reuse; and engaging in high impact partnerships such as its work with National Geographic to promote protecting permafrost through the Turn Down The Heat campaign.

Yasunori Ogawa, global president of Epson, commented: “The discovery of the Climate Reality Deficit shows that awareness coupled with action, will be critical to tackling the emergency. Epson’s goal is to bring this awareness and the technologies needed — by our company, other businesses and consumers — to action transformational change. Sustainability is central to our business plan and backed by significant resources — because while we know there is a long way to go, we believe we can build a better future.”

Continue Reading

BizListing

‘Coffee for Peace’ enables Filipinos to build peace with coffee


Because at the heart of CFP’s operations is training farmers on coffee processing to develop skills to produce high-quality coffee beans.​ CFP provides knowledge on the market for farmers to understand what consumers want in coffee, and the value of what they do for awareness on fairer trade pricing.

Published

on

Photo by Nathan Dumlao from Unsplash.com

What if every Filipino, no matter where they’re based in the country, can be a “force for good” simply by sticking to routine—like, say, enjoying their morning cup of coffee?

Davao-based Coffee for Peace (CFP) proves this can be the case as its CEO and co-founder Felicitas “Joji” B. Pantoja confirms that they are a growing community of farmers and business owners practicing and advocating inclusive development principles in the coffee industry. Social entrepreneurship is their business approach to achieve justice and harmony in society and environment.

“As a reputable processor for good beans and an experienced roastery, CFP means business continuity for business owners but equally: support for farming communities. CFP even gives buyers the option to create their own brand under a MOA where 10% of very kilo sold goes back to farmers,” says J. Pantoja. 

Where does the customer from Luzon or Visayas ordering through the online shop fit into the peace building in Mindanao? “CFP by design allocates 25% of its net profit for its Peace and Reconciliation Teams, composed of volunteers from conflict-affected areas and international volunteers. They are trained in inter-faith dialogue, cross-cultural comms, trauma healing, relief and medical operations,” says J. Pantoja.

Because at the heart of CFP’s operations is training farmers on coffee processing to develop skills to produce high-quality coffee beans.​ CFP provides knowledge on the market for farmers to understand what consumers want in coffee, and the value of what they do for awareness on  fairer trade pricing. “We want farmers to be confident about the business side of farming, understand their market, correctly price and inspire the next generation to be farmpreneurs too,” says J. Pantoja.

Once the training is complete, CFP offers to partner communities post-harvest services at cost such as: coffee pulping, coffee dehulling, and coffee drying. Coffee for Peace also offers to partner-farmers and those who buy from them shared services such as: toll roasting, packaging, label design, and photography. The training result is a higher quality coffee product produced by a community in the Philippines.

Nurturing grassroots ‘farmerpreneurs’

At the Philippine Coffee Quality Competition, the top five awards went to Specialty Arabica coffee farmers from Davao del Sur. For jury member Byron Pantoja, CFP VP for operations, this indicates “farmers taking ownership of their craft as producers of some of the best coffee in the Philippines. We need to give more farmers the freedom, knowledge, and opportunity to innovate their coffee processes based on the demands of the market and the limitations of their land. That sense of ownership over what they do is what’s going to make them the best.”

Nurturing community ‘farmerpreneurs’ and realizing the country’s potential for premium to specialty coffee go hand in hand. J. Pantoja says, “Only 25% of the country’s 111M population is served by Filipino coffee farmers. Local cafes are challenged in sourcing good beans. We partner with DTI on bridging gaps such as training, equipment and drying space but getting to a scale that boosts our national reputation as a good coffee producer will take time. From 2,000 kilos at start, we are now at 32,000 kilos and encouraged to continue.”

Coffee for Peace has trained close to 880 farming families from different parts of our country, representing 13 tribes, including some Muslim areas. “Our model is to create our own competitors by giving them the secrets to making good coffee. We want to groom ‘farmerpreneurs’ who are also skilled in coffee tasting, financial management and conflict resolution. We want barista interns to dream of having their own coffee kiosks. For every kilo of coffee, one can make 140 cups of 6 ounces, and a barista in Davao nets 5K a day with his own coffee cart. The same can be done anywhere in the Philippines. Imagine if every region’s farmers had their own pop-up café or coffee cart, neighborhoods will also be educated to buy local,” says J. Pantoja.

“Premium specialty coffee from the Philippines” requires a mindset change that’s supported by the fact that local coffee has scored 80% special quality standard, points out Pantoja. A member of the National Coffee Council, she spoke about the need to streamline various resources from government policy and services and link these to smallholder farmers. “We want every island to join the national movement within the coffee industry to raise the level of coffee quality. Grassroots farmers also mean less carbon footprint for supplying the coffee locals want. We’ve gone to uplands to help a micro-lot owner assess the possibility of coffee farming. We’ve also linked roasters, who used to order coffee from us, straight to the farming community.”

Photo by Nathan Dumlao from Unsplash.com

Coffee and PH culture

Coffee is innate in the Filipino culture. “When we visit high-conflict communities, coffee served from a palayok is good quality. When I brought a sample to Canada where I used to live, the roasters said there was potential for premium quality to specialty. But we can only produce limited quantities. Opening opportunities for our farmers drove me to collaborate—inspire baristas to educate customers, get roasters to work with traders who source from farmer,” said J. Pantoja.

Operating for 13 years now, Coffee of Peace started with peacebuilding work. “Coffee is the vehicle but the ‘product’ is peace. In our peacebuilding work in Maguindanao, Basilan, and Sulu, we saw that coffee makes Moslem and Christians sit together and dialogue to settle conflict. In our environmental work, we saw that Arabica trees are included in our national greening program. Giving life back to forests also give locals a new, sustainable means of livelihood. I tell farmers: ‘You don’t have to go to the city, the buyers will come to see protected forest.’ We also advise farmers to get to know their customers, then the process follows,” said J. Pantoja.

As a case, Korean buyers came to Davao looking for fine Robusta. Local farmers have since expanded to Robusta. Explains B. Pantoja, “While specialty Arabica has fruity flavors like blueberries and strawberry, fine Robusta has a super smooth, full-bodied chocolatey taste like black tea.”

This distinction in tastes can be a strength of the Philippines as a group of islands since, explains J. Pantoja, we can’t compete with the land mass and harvest volumes of Vietnam, Brazil or Colombia, and we can’t produce for large coffee chains. “Instead, our edge is premium specialty coffee, with micro-lot orders of 1 to 2 tons that are of a quality and fetch a good price. Each island can produce a different taste profile depending on soil and fauna of that area. Arabica alone has 3,500 subvarieties, while Robusta has 2,400 subvarieties. The higher, the elevation, the sweeter the coffee.” The growing community of coffee champions and curiosity of millennials can only drive excitement over developing Philippine variants that are also ‘Just’ coffee of the social-justice kind.

For more information, visit www.coffeeforpeace.com and peacebuilderscommunity.org. Follow Coffee for Peace at www.facebook.com/coffeeforpeace.

Continue Reading

Ethical Biz

Teleperformance renews commitment to planet by pledging monthly switch-offs

Teleperformance Philippines renews its commitment to the planet as it pledges to do monthly switch-offs in all 22 of its business sites nationwide this 2021.

Published

on

Teleperformance Philippines renews its commitment to the planet as it pledges to do monthly switch-offs in all 22 of its business sites nationwide this 2021. 

The pledge was announced at its recent “Let’s Change the World” Citizen of the World (COTW) Meet-up, which shared updates on current advocacy projects of Teleperformance. The townhall, also held in celebration of Earth Hour, included special guest World Wide Fund for Nature (WWF) Philippines Ambassador Mikee Cojuangco-Jaworski. 

The WWF Philippines Climate Change Solutions Steward and the first female Earth Hour Ambassador, Cojuangco-Jaworski shared practical ways for Teleperformance employees and their friends and family to contribute to sustainability and climate change solutions for a cleaner and greener planet.

“Ultimately, it’s the things we do when nobody’s watching that matters the most. It’s about what we do as individuals, which was what we do in our own homes, what is our lifestyle and what are our habits. The biggest problem is the carbon footprint we leave on this earth,” shared Cojuangco-Jaworski.

Among some of the tips Cojuangco-Jaworski shared was reiterating the importance of the three R’s – to reduce buying what you don’t need, to look at what we can reuse and to recycle when we do our daily tasks. Another topic she touched on was plastic waste, hence, the importance of reducing consumption of single-use plastics, which could be ingested by animals, and then by people.

Teleperformance is committed to creating a positive impact on our local communities around the world through Citizen of the World, a charitable initiative to help the world’s most vulnerable infants and children meet basic survival needs and ultimately reach their individual potential. This effort is joined by the Citizen of the Planet program, a global corporate initiative implemented in 2008 aimed at ensuring that Teleperformance operates in an environmentally friendly and responsible manner.

Going beyond Earth Hour, Teleperformance employees are encouraged not only to volunteer for Citizen of the World activities but can also contribute by donating pre-loved items, purchasing items in the COTW store, donating part of their monthly salary, and participating in the monthly Earth Hour pledged by Teleperformance Philippines in all their sites across the country. 

“As we work to help bring awareness around environmental sustainability and, in addition to this commemoration this month, we at Teleperformance also commit to have an Earth Hour every single month. So for one hour every single month, we will switch off our lights for the rest of this year. We hope this will help continue to bring awareness as this is such an important goal for humanity and the community,” shared Jeffrey Johnson, Senior Vice President for Human Capital Resource Management and Citizen of the World Foundation President. 

Among the other projects accomplished by Citizen of the World were donations of food packs and PPEs to frontliners of the Philippine General Hospital, Vicente Sotto Medical Center and Southern Philippines Medical Center. Bringing to life its commitment to children and education, Citizen of the World also gave medical and financial aid to 100 children and their families through Kythe Foundation, awarding of 2,000 school supplies to various elementary schools in Metro Manila and the provinces. 

The elderly in need were also not forgotten as Citizen of the World donated 1,200 grocery packs to White Cross, Mary Mother of Mercy Home for the Elderly and the Abandoned and Good Samaritan Nursing Home for the Elderly. TP’s Gawad Kalinga village was also supported during the pandemic with a feeding program, donations of disinfectants and face masks and the provision of cash allowances.  

To help the country in its fight against Covid-19, the Citizen of the World program also donated 8 e-bikes to the Department of Health and PHP 150,000 worth of medical aid to the Philippine National Red Cross. Altogether, the Citizen of the World Foundation was able to create an impact on the lives of around 28,000 Filipinos. 

For more information on Teleperformance Philippines and its Citizen of the World initiatives, visit http://teleperformance.ph/

Continue Reading
Advertisement
Advertisement

Like us on Facebook

Trending