As companies look to connect with consumers in more meaningful ways, brand purpose has rapidly moved up the agenda. But with an increasing number of businesses making it a focus of their marketing, consumers are understandably getting a little sceptical – particularly when there is not a clear line between the brand and its purpose.

People are beginning to question whether it is really the responsibility of a biscuit brand to try to combat loneliness or a beer brand to make people think differently about feminism.

New research shows 60% of businesses that launch brand purpose initiatives fail to actually measure their impact on society, which completely undermines what they are doing.

In order to conduct the study, Dentsu Aegis looked at the the winners of Cannes Lions Grand Prix and Gold awards. Over the past four years, 29% of the awards have been given to ‘purposeful’ campaigns, and in 2017 alone this number jumped to nearly 50%.

But the analysis shows not enough effort is being put into measuring the impact of these purpose-driven campaigns on society, with marketers preferring to evaluate their campaigns using marketing metrics alone. Campaigns promoting diversity and health have the fewest relevant metrics, it finds.

It also says brands could be accused of “corporate greenwashing” if they fail to show evidence of improving society with their purpose work, either in the short or long term.

So it’s time companies get their act together and start showing consumers – as well as their employees – that what they’re doing is more than just a hollow marketing push.

Sourced through Scoop.it from: www.marketingweek.com