WE Communications study reveals consumers want brands to rectify fractured world

KUALA LUMPUR, Sept 23 -- WE Communications has released results from its latest Brands in Motion report, ‘The Bravery Mandate’, with the data exposed escalating tension between expectations for brands to drive stability in a fast-changing, fractured world and heightened skepticism about purpose-washing.

“We’ve reached an inflection point where people are craving businesses to fill the leadership void. To be the driving force of positive societal impact, brands should ask themselves, ‘If not us, who?’ and take bold, brave action,” said WE Communications Global Chief Executive Officer, Melissa Waggener Zorkin.

According to a statement, the number of global study respondents saying they expect brands to create stability in uncertain times rose 30 per cent since 2019 — with brands now viewed as important a pillar of society as educators and friend-and-family networks.

Despite those rising expectations, brands’ perceived impact for societal good remains flat, with 52 per cent saying that attempts to impact societal issues are anchored in trying to sell more products or services. 

Consumers and B2B decision-makers are voting with their wallets to measure brand support. Two out of three respondents say they are more likely to purchase or recommend products or services from brands that address societal issues that matter to them.

Although two-thirds of survey respondents are open to brands speaking and acting on societal issues, one third are not. Navigating this divide requires active engagement with key stakeholders, including employees, shareholders, customers and community members, to illuminate long-term goals and values.

In addition, the Brands in Motion report dug into expectations when it comes to defining and demonstrating brand purpose. It’s clear that expectations are high and at times nuanced — taking a stance on social issues requires agility and long-term commitment.

Over the past five years, Brands in Motion global studies have surveyed more than 90,000 consumers and B2B decision-makers worldwide to understand the impact of how perceptions shift over time.

-- BERNAMA