Brand Purpose in Divided Times

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Brand Purpose in Divided Times

In the report Brand Purpose in Divided Times, BBMG and GlobeScan build on six years of global consumer insights to reveal the unfiltered needs and desires of 16,000 consumers across 16 countries. Through in-person and telephone conversations, we listened to what people are feeling now and what they desire for their lives, their families and their communities.

And in the context of these dynamic tensions, we share best practices for how brands can connect more authentically to consumers’ aspirations for a better life and unlock more meaningful relationships, loyalty and participation.

As you will discover in this report, we may be feeling more divided than ever. Yet the path to brand relevance and resilience is recognizing what we have in common.

For a deeper look at the global data and for inspiration from some of the brands leading in today’s divided times, click here to download our report.

Content from this campaign

Define Your North Star: Brand Purpose Beyond Products
The new opportunity for brands is not only marketing incremental product benefits, but embodying a higher purpose that serves your consumers’ aspirations for a good life by directly addressing the barriers to it. As capitalism shifts to unite profits and purpose, most brands know how to design a great product or a reliable service. Yet many struggle when their company’s deeper mission...
Feb 13, 2018 9:00 AM ET
Start with Empathy: Design a Brand with People at the Center
To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff. Like never before, consumers expect brands to make their lives better. Doing so means understanding consumers’ struggles, needs and aspirations and addressing the issues that matter to them in meaningful ways. A fundamental design principle in divided times is to...
Feb 9, 2018 9:30 AM ET
More Consumers are Punishing Companies for Their Behavior Rather Than Rewarding Them
For the first time since 2009, more consumers say they have punished companies for their behavior (28%) rather than rewarded them (26%), and the number of those who are punishing brands is up by 9% since 2013. For a deeper look at the global data and for inspiration from some of the brands leading in today’s divided times, ...
Dec 20, 2017 9:00 AM ET
Brand Purpose in Divided Times
Us vs Them. Me vs You. Old vs Young. Rich vs Poor. We are feeling more divided than ever. Yet the path to brand relevance and resilience is recognizing what we have in common. Recently we asked 16,000 people globally — across 16 countries, in many languages, in rural and urban areas — about their aspirations for their lives, families and communities.* While the dominant narrative in...
Oct 13, 2017 9:30 AM ET
Trust is Down, Expectations are Up as Brands Take Center Stage in Cultural Divides
October 11, 2017 /3BL Media/ - Trust is down. Expectations are up. And like never before, the world’s consumers are turning to brands to address the social and environmental challenges that affect their aspirations for a better life in divided times. According to a new global study by BBMG and GlobeScan, ...
Oct 11, 2017 9:30 AM ET