People are more likely to trust—and buy—purpose-driven brands

A study finds that when comparing two brands, purpose can make a big difference.

When someone sees a logo of a brand they know is purpose-driven, they automatically associate it with words like “responsible,” “compassionate,” and “ethical.” And when someone considers a brand purpose-driven, they’re also more likely to remember it, buy it, and want to work for the company that makes it.

Those findings are part of a new analysis from the communication firm Porter Novelli that used implicit association—a type of testing often used to uncover unconscious bias—to evaluate how 1,200 consumers reacted to different brands. The process involved showing participants logos and then asked them to instantly associate the brand with particular words. “It helps tell us subconscious associations that consumers have with brands and their attributes,” says Andrea List, vice president of analytics and research at Porter Novelli. “Because this methodology only allows you 800 milliseconds to make a decision about whether you associate a brand with that attribute, you don’t have time to think it through—it’s automatic.”

People judged brands based on what’s known as…

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