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Studies show that businesses should incorporate purpose and meaningful messaging into their branding strategies

Gone are the days when branding was limited to simply promoting a product or a business.

Today, companies are increasingly being challenged to incorporate a meaningful purpose into their marketing and advertising campaigns.

According to research, 75 percent of consumershere and abroad – expect businesses to contribute to their personal wellbeing and quality of life, while 84 percent expect brands to provide content that entertains, tells stories, provides solutions and creates experiences and events.

Purpose is especially important when marketing to millennials, 71 percent of whom say they’re partial to brands that implement environmental and social change into their campaigns.

A new biometric research report from Porter Novelli/Cone, published earlier this week, goes even further in suggesting that purposeful content should lead the narrative of your business.

“Purpose ignites physical and emotional responses: Purpose-driven advertisements were more effective in two-out-of-three brand categories tested, with higher levels of attention, emotion and arousal from these advertisements overall,” the study found.

In other words, businesses that are searching for ways to build – and maintain – customer loyalty would be wise to focus on purposeful messaging that supports, for example, responsible business practices, a charity or a social cause. 

Purpose builds deeper bonds

Other key findings in the report suggested that purpose builds deeper bonds.

A whopping 79 percent of Americans, noted the study, said they feel a deeper and more personal connection to companies with values aligned with their own. Moreover, respondents said they’d be more likely to feel better about brands with meaningful messages.

And that’s not all: “Purpose inspires brand advocates and amplification,” research showed.

After viewing purpose-driven advertisements, those who were surveyed also said they’d be more likely to talk about the advertisement and the brand with friends and family and share and discuss the advertisement on social media.

Perhaps the biggest takeaway, though, is this: Nearly 73 percent of respondents said that given the current social and political climate, they feel an urgency to support social issues, while 76 percent noted that businesses dedicated to addressing social and environmental issues helps them feel like they’re doing their part.

About the study

The research combined an online study of more than 1,000 American adults with the results of biometrics testing among a select group of respondents.

It measured facial, heart rate and skin conductance impulses that captured levels of emotion, attention and arousal/stimulation upon viewing a randomized set of advertisements.

Respondents viewed two ads from the same brand: a Purpose-driven advertisement (e.g., support of a social issue, responsible business practice) and an advertisement focusing on the functional attributes of the product (e.g., performance, features or specifications).

The research found that purpose-driven messaging has a greater ability to capture the physical and emotional attention of respondents compared to functional narratives.


Real Estate Corner
The rental market is heating up—and move-in incentives are few and far between

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If you’re exploring the rental market, it may be time to lower your expectations when it comes to landlord discounts, gift cards or complimentary amenities, writes Diana Olick, real estate correspondent at CNBC.com

As the rental market heats up and home ownership cools, rent prices are rising and freebies are falling out of favor.

Listings on HotPads, Zillow’s rental website, that mention at least one concession are down nearly 30 percent from the same time last year, and just one in 100 rental listings currently show any kind of move-in special.

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