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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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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.”  

Ethical Biz

Toyota PH supports Tamaraw conservation in Mindoro, donates PHP3 million

The PHP 3-million conservation fund will support key TCP initiatives, including habitat monitoring and scientific research, capacity-building programs for Barangay and Indigenous Peoples (IP) volunteers, Communication, Education, and Public Awareness (CEPA) activities, and the enhancement of the Tamaraw Research and Conservation Center.

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Toyota Motor Philippines Corporation (TMP), through its social and humanitarian arm, Toyota Motor Philippines Foundation (TMP Foundation), donates PHP 3 million to the Department of Environment and Natural Resources’ (DENR) Tamaraw Conservation Program (TCP) to support the continued conservation and protection of the critically endangered Tamaraw (Bubalus mindorensis) on Mindoro Island.

The partnership was formalized through the signing of a Memorandum of Agreement (MOA) between TMP Foundation, the Department of Environment and Natural Resources-Tamaraw Conservation Program Office (DENR-TCPO), and the Mindoro Biodiversity Conservation Foundation Inc. (MBCFI) during the 2026 Tamaraw Fiesta in Calintaan, Occidental Mindoro, held in celebration of the annual “Special Month for the Conservation and Protection of Tamaraw in Mindoro.”

The PHP 3-million conservation fund will support key TCP initiatives, including habitat monitoring and scientific research, capacity-building programs for Barangay and Indigenous Peoples (IP) volunteers, Communication, Education, and Public Awareness (CEPA) activities, and the enhancement of the Tamaraw Research and Conservation Center. A significant portion of the donation will be used to equip the facility with research and monitoring equipment that will strengthen conservation efforts and support the long-term protection of the species.

The donation builds on the partnership established through a Memorandum of Understanding (MOU) signed by the DENR and TMP Foundation, coinciding with the launch of Next Generation Tamaraw in December 2024. Since then, TMP has supported the TCP through various initiatives aimed at strengthening on-the-ground conservation efforts.

In 2025, TMP donated a Tamaraw utility vehicle to support TCP’s mobility requirements and field operations on Mindoro Island, along with PHP500,000 worth of ‘Bantay Tamaraw’ kits to equip rangers in conducting patrol, monitoring, and protection activities in known Tamaraw habitats.

As the namesake of Toyota’s iconic utility vehicle, the Tamaraw holds a special significance for the company. As TMP approaches its three-millionth cumulative vehicle sales milestone, its continued support for Tamaraw conservation reflects the company’s commitment to giving back to society and communities that have supported its growth over the past 38 years.

Moreover, the partnership underscores Toyota’s broader commitment under the Toyota Environmental Challenge 2050 (TEC 2050), particularly to the challenge of ‘Establishing a Society in Harmony with Nature’ through biodiversity conservation and nature positive initiatives.

The support comes as the TCP reports continued gains in population recovery. The 2026 Annual Tamaraw Population Count records 425 Tamaraws in Mounts Iglit-Baco Natural Park, up from 380 in 2025. The DENR attributes the increase to sustained conservation measures, including habitat protection, scientific monitoring, law enforcement, and community participation.

As conservation efforts continue to deliver positive results, TMP and TMP Foundation remain committed to supporting initiatives that contribute to the protection of the Tamaraw.

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Ethical Biz

Manulife expands financial literacy, clean water programs in PH

The latest initiatives include the expansion of Peso Smart, Manulife Philippines’ flagship financial literacy program for public school students, and the launch of MGS’ three-year partnership with Waves for Water Philippines, which aims to improve access to clean water, sanitation, and hygiene in underserved communities.

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Manulife Philippines, the local arm of leading international financial services firm Manulife, and Manulife Global Solutions (MGS), the company’s global solutions hub serving customers and colleagues across international markets, are advancing their commitment to supporting financial resilience and prioritizing health and well-being through expanded community investment initiatives focused on financial literacy and access to safe water.

The latest initiatives include the expansion of Peso Smart, Manulife Philippines’ flagship financial literacy program for public school students, and the launch of MGS’ three-year partnership with Waves for Water Philippines, which aims to improve access to clean water, sanitation, and hygiene in underserved communities.

Supporting financial resilience at an early age with Manulife Peso Smart

For School Year 2026-2027, Peso Smart has expanded to 26 public schools nationwide, broadening the program’s reach with a target of educating 2,700 learners within the school communities. Designed to help Filipinos build practical money management skills, the program introduces concepts such as budgeting, saving, responsible spending, and goal setting through engaging and age-appropriate learning activities.

“Financial resilience is one of the foundations of a longer and more secure life,” said Rahul Hora, President and Chief Executive Officer, Manulife Philippines. “Through Peso Smart, we’re helping young Filipinos build the knowledge, confidence, and habits to make informed financial decisions early. As we expand to more public schools and farm schools in Negros Occidental, bringing practical life skills to more learners in ways that can shape their opportunities and well-being for years to come.”

Beginning August 2026, Peso Smart was also introduced in three farm schools in Negros Occidental through a partnership among Manulife Philippines, the Schools Division Office of Negros Occidental, and the Corazon Sanchez Atayde Memorial Foundation (CSAMF). The pilot schools are Cansilayan Farm School in Murcia, Manghanoy Farm School in La Castellana, and Eva J. Montilla Farm School in Cauayan, extending the program’s reach to learners in agricultural communities and helping make financial education more accessible to diverse student populations.

Building on the program’s growing momentum, Manulife Philippines used this year’s launch to recognize its top-performing Peso Smart schools from School Year 2025-2026: Ilugin Elementary School in Pasig City, Guadalupe Elementary School in Cebu City, and Cabantian Elementary School in Davao City—each awarded with laptop computers for advancing financial literacy among students and teachers.

Prioritizing health and well-being with access to clean water and sanitation

MGS’ (formerly known as Manulife Business Processing Services), newly launched partnership with Waves for Water Philippines kicked off in July through a series of community activities in Barangays San Rafael in Rodriguez, Rizal, Maly in San Mateo, Rizal, and Bankal in Lapu-Lapu City, Cebu. 

The partnership launches a three-year Water, Sanitation, and Hygiene (WaSH) program to improve access to safe water and promote healthier living in vulnerable communities. Over three years, Manulife and Waves for Water Philippines aim to deliver at least 450 water filtration kits, six rainwater catchment facilities, 26 water-efficient toilets with septic tanks, 60 standalone handwashing stations, along with hygiene promotion, river rehabilitation, and environmental stewardship initiatives—collectively benefiting more than 20,000 Filipinos.

“Good health starts with access to life’s essentials, and clean water is among the most fundamental,” said Mark Woolfrey, Head of Global Shared Services, Manulife Global Solutions. “Through our partnership with Waves for Water Philippines, we’re helping communities address critical water challenges while supporting healthier and more resilient futures. This collaboration reflects Manulife’s commitment to advancing health and wellbeing through practical, community-based solutions that create lasting impact.”

The program’s initial phase has delivered 184 water filtration kits and three rainwater catchment facilities to more than 1,400 households—including the Dumagat indigenous community in Rizal, families in Cebu, and those relying on improvised water systems in vulnerable areas.

The launch events also gave communities practical training to support long-term use of the systems. Beneficiaries joined sanitation and hygiene orientations, filtration demonstrations, and hands-on assembly with Manulife colleague-volunteers, learning how to operate and maintain the systems while reinforcing the importance of safe water.

Patrick Manuel, Country Director, Waves for Water Philippines shared: “Manulife has been an invaluable partner in helping us push Waves for Water’s mission forward. Our work also aligns closely with Manulife’s vision of longevity: helping people live longer, healthier, and more financially secure lives.”

The initiatives support the objectives of the Manulife Longevity Institute, which brings together research, thought leadership, innovation, advocacy, and community partnerships, to drive action to help people live longer, healthier, and more financially secure lives. 

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Ethical Biz

2GO mobilizes volunteers, supports nationwide coastal cleanup with logistics and supplies

As part of the annual global initiative, 2GO teams participated in coastal cleanup activities across Cagayan de Oro, Zamboanga, Davao, Cebu, and Manila, helping remove waste from shorelines and supporting efforts to keep coastal communities clean.

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Reinforcing its commitment to environmental stewardship and cleaner coastal communities, 2GO Group, Inc. mobilized 149 employee-volunteers across key coastal locations nationwide for this year’s International Coastal Cleanup (ICC), in partnership with SM Cares.

As part of the annual global initiative, 2GO teams participated in coastal cleanup activities across Cagayan de Oro, Zamboanga, Davao, Cebu, and Manila, helping remove waste from shorelines and supporting efforts to keep coastal communities clean.

In Manila, 2GO volunteers collected a total of 207 kilograms of waste from the cleanup sites. 2GO estimates that the 149 volunteers diverted approximately 768 kilograms of coastal waste across all participating locations.

Beyond volunteer participation, 2GO has continued to strengthen its support for the ICC through material donations and logistics services. Since establishing its partnership with SM Cares for the ICC in 2023, the company has expanded its support to help equip volunteers and facilitate the movement of essential cleanup resources.

Supporting cleanup efforts through people, supplies, and logistics

For this year’s nationwide cleanup, 2GO donated protective gloves for volunteers, building on its previous contributions of cleanup sacks in 2024 and 2025.

The company also provided end-to-end transportation and logistics support for the delivery of heavy-duty weighing scales to cleanup sites nationwide. Building on logistical support initiated in 2025, the service helped ensure that collected waste could be accurately weighed and documented across participating sites.

By combining the dedication of its employee-volunteers with targeted material support and logistics solutions, 2GO helps drive collective action toward cleaner coastal environments and healthier communities across the country.

As a transportation and logistics company serving communities across the Philippine archipelago, 2GO recognizes the importance of supporting the communities and coastal environments connected by its network. Its continued participation in the ICC reflects 2GO’s commitment to contributing its people, resources, and capabilities to environmental initiatives across the country.

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