Author: Tammy Greenberg, SVP/Business Development, RAB
It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.