ACCENTURE STRATEGY RESEARCH REPORT
In brief
48%
Nearly half of US consumers who are disappointed by a brand’s words or actions on a social issue complain about it.
42%
42 percent of consumers walk away from the brand in frustration. One in five (21 percent) never come back.
Purpose-led companies improve competitiveness
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Who does your brand belong to?
To affinity and beyond
pur·pose /ˈpərpəs /
Noun: The reason why something exists. For companies, it is the foundation of every experience. It is the underlying essence that makes a brand relevant and necessary.
Not all brands are created equal
Activate your brand purpose
Stand up to stand out
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