Women are universally committed to helping others and making a difference in their world, and brands have seen the need to reflect this commitment. Women expect the brands she buys to demonstrate a broader sense of purpose, and this past year COVID-19 has only amplified the importance of brand actions in consumer perception.
Message to brands:
Brands can no longer lure consumers with marketing platitudes. They are now expected to inform and educate the public and make a positive contribution to the world around them.
Actions steps for marketers:
Learn about the evolving expectations from consumers and how to navigate potential missteps in establishing, communicating and acting upon potential brand purpose initiatives.
To schedule a presentation of the full report or to receive more detailed findings, contact your Meredith Sales Representative or Britta Cleveland, SVP/Research Solutions at Britta.Cleveland@meredith.com