I recently attended DigiMarCon East 2022, where I was invited to speak about Consumer-to-Consumer commerce and the implications for digital marketers. The conference was dedicated to digital marketing and naturally, some of the content and exhibitors pertained to themes like growth strategies, SEO, new tools and platforms like NFT, blockchain and the Metaverse, social media, cookies, etc.
However, one surprising key theme I noted at the conference was the “Purpose” conversation. Indeed, as marketers and strategists, we know how much purpose-led organizations resonate with consumers. Companies have invested in cause-led marketing, in DEI, and in becoming a B-Corp (the latest example being Nespresso) among many other strategies.
IBM recently published the results of a global survey of over 19,000 respondents, conducted across 28 countries in September 2021. The report reiterates the importance of purpose for companies. According to the report:
Purpose-driven consumers, who choose products and brands based on how well they align to their values, now represent the largest segment (44%) of consumers.
Craig Charney, PhD, President and CEO of Charney Research, presented a fresh consumer insights research the company conducted in the USA in Aug 2021. Not surprisingly, the research found Gen Z consumers to be more focused on racial justice and environmental issues as corporate priorities compared to their predecessors. It also concluded that higher-income shoppers will prefer to...
Read Full Story: https://researchci.com/digital-marketers-got-purpose/
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