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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 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

Canon champions lifesaving advocacy with blood donation drive in partnership with NKTI

As part of Canon’s Health and Wellness initiatives, the event united employees in a shared mission to save lives and promote the spirit of giving. A total of 30 Canon employees participated as donors, contributing to NKTI’s blood bank and providing vital support for patients in need of blood transfusions.

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Canon Marketing (Philippines), Inc. (CMPI) reinforced its commitment to corporate social responsibility and community health through a successful Blood Donation Drive in collaboration with the National Kidney and Transplant Institute (NKTI).

As part of Canon’s Health and Wellness initiatives, the event united employees in a shared mission to save lives and promote the spirit of giving. A total of 30 Canon employees participated as donors, contributing to NKTI’s blood bank and providing vital support for patients in need of blood transfusions.

“Every drop of blood is a symbol of compassion and hope,” said Anuj Aggarwal, President & CEO of Canon Marketing (Philippines), Inc. “We are proud of our employees for coming forward to make a real difference. This initiative truly reflects Canon’s philosophy of kyosei—living and working together for the common good.”

Dr. Jose Dante Dator, Executive Director of NKTI, commended Canon’s initiative:

“Partnerships like this highlight the power of collaboration between the private sector and healthcare institutions. Canon’s support directly contributes to saving countless lives, and we hope more organizations will follow their example.”

Through this initiative, Canon Philippines continues to advocate for health, wellness, and community service, embodying its vision to create a positive impact beyond business. The Blood Donation Drive also underscores Canon’s dedication to nurturing a culture of care, empathy, and social responsibility among its employees.

Canon is a global multibillion-dollar company with one of the world’s most extensive digital imaging product lines. In 2020, it marked its 35th consecutive year among the top five U.S. patent holders and its 16th straight year as the leading Japanese company for U.S. patents granted—a testament to its culture of innovation.

Guided by its Kyosei philosophy of living and working together for the common good, Canon delivers total imaging solutions that enhance both personal and professional lives. Recognized as one of the Top 20 brands in Asia-Pacific (Campaign Asia-Pacific & Nielsen, 2018), the brand is known for performance, reliability, and corporate citizenship.

In the Philippines, Canon Marketing (Philippines), Inc. operates nationwide with a strong network of offices and authorized service centers. It has earned multiple honors, including the Corporate Award and Gold Bagwis Seal of Excellence for outstanding customer service.

Canon Philippines is committed to sustainability, embedding eco-friendly practices across its operations and product lifecycle to help build a greener future.

For press materials, visit the Canon Press Center. For product and service inquiries, contact our Customer Care Hotline at +63-2-884-9000.

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Ethical Biz

Chevron leads coastal cleanup in Batangas with 250 volunteers

By joining forces, employees, contractors, and community partners were able to collect 232 sacks of trash from the shoreline near the Chevron Batangas terminal, a coastal stretch that also serves as a nesting ground for Olive-Ridley sea turtles.

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The annual Coastal Cleanup hosted by Chevron Philippines Inc. (CPI), marketer of Caltex fuels and lubricants, brought together 250 volunteers in San Pascual, Batangas. By joining forces, employees, contractors, and community partners were able to collect 232 sacks of trash from the shoreline near the Chevron Batangas terminal, a coastal stretch that also serves as a nesting ground for Olive-Ridley sea turtles.

The initiative, held in line with the International Coastal Cleanup, was made possible through the collaboration of multiple organizations, including SRDC, CJI General Services Inc., 5G Security Inc. (5GS), the Philippine National Police (PNP), Bureau of Fire Protection (BFP), Philippine Coast Guard Auxiliary (PCGA), Municipal Environment and Natural Resources Office (MENRO), City Environment and Natural Resources Office (CENRO), and Barangay Danglayan.

Partnerships that Matter

Mae Belle Albay, Head Operator at Chevron Philippines Inc., highlighted the importance of collective action in ensuring the success of this year’s cleanup.

“This cleanup demonstrates what’s possible when everyone—local government, community members, our employees, and contractors—comes together with a shared purpose. Although this area is within Chevron’s operational control, it remains a shared space that we all rely on and have a responsibility to protect. Collaborative efforts like this show the power of collective action in preserving the environment as part of our environmental stewardship,” Albay said.The largest group of volunteers came from the Manila Shared Services Center (MSSC) with 118 members collecting 84 sacks of waste, followed by 5GS with 30 volunteers gathering 28 sacks, while Chevron employees and contractors contributed 25 volunteers and 59 sacks. The PCGA sent 7 volunteers who collected 14 sacks.

Beyond One-Day Cleanups

hevron has been organizing the San Pascual coastal cleanup since 2009, but Albay emphasized that sustainability goes beyond one-day efforts.

“It used to be just one big cleanup each year. But since 2015, we’ve shifted to more regular efforts to prevent waste from piling up. By organizing smaller, more frequent cleanups, we’ve found that we can make a bigger, more lasting impact on our environment,” she explained

Environmental Stewardship at the Core

For Chevron, environmental protection is integral to its operations, especially with its terminal located along Batangas’ shoreline.

“It’s always been the company’s social responsibility to share our part in cleaning the environment, especially with our operations dealing with the coastline and vessels from overseas,” said Raymund Año, Batangas Terminal Manager.

He added that the company also implements sustainable practices within the workplace. “Even here in the terminal, we’re eliminating the use of bottled water; we just use glasses and dispensers. Small efforts will mean a lot in protecting the environment, especially now when plastics are still widely used but remain non-biodegradable.”

Spreading Awareness and Volunteerism

The annual cleanup is more than a corporate social responsibility project; it is a call for environmental awareness and volunteerism.

“I hope every year we can do this and that more will join. This is sustainable volunteerism —and with more volunteers, the more waste we are able to collect. Each sack matters in keeping our coastline clean,” Año added.

Looking forward, Chevron plans to continue working with local government units, community organizations, and private partners to expand its environmental initiatives.

“As we spread awareness, we hope other companies and individuals are encouraged to do their part. Hindi lang naman ito tungkulin ng Chevron Philippines, kundi responsibilidad ng lahat,” Año emphasized. (“As we spread awareness, we hope other companies and individuals are encouraged to do their part. This is not just Chevron Philippines’ duty, but everyone’s responsibility,”)

A Lasting Commitment

Through initiatives like the San Pascual coastal cleanup, Chevron and its partners continue to show that collective efforts can create long-term impact in preserving marine ecosystems. The 232 sacks of waste collected this year serve as a reminder of both the challenges and the possibilities in maintaining cleaner, safer coastlines for future generations.

Protecting Olive-Ridley Sea Turtles

The San Pascual coastline is not only a community resource but also a vital ecological site. It serves as a nesting ground for Olive-Ridley sea turtles (Lepidochelys olivacea), one of the world’s most widely distributed but still vulnerable marine turtle species. These turtles come ashore to lay their eggs between August and October, making coastal cleanliness critical to ensuring hatchlings have a safe path back to the sea.

By keeping the shoreline free from plastics and other debris, volunteers help improve the chances of survival for these turtles—whose global populations are threatened by pollution, habitat loss, and poaching. Protecting their nesting sites in Batangas is a step toward preserving marine biodiversity for generations to come.

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Ethical Biz

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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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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