Path to Purpose: Understanding the Role of Mission and Purpose in Consumer Decision-making

STUDY OVERVIEW:

Consumer skepticism and distrust of leaders is at an all-time high, and traditional marketing approaches are less effective in a highly fractured and fast-moving media and retail environment. Gaining mindshare now is harder than it has ever been. Yet now more than ever, consumers also believe - and expect - that business should play an important role in helping solve collective issues, making mission a key way to cut through the noise and connect with today’s consumers.

While traditional brand equity metrics still have value, there is a clear need to develop a framework that captures the effectiveness and value created by mission-driven brands. The World Value Index paradigm is the result of years of work to understand how to measure the impact of purpose and shared mission between brands and consumers.