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Is the purpose of your brands big enough?

December 9, 2021

3-MINUTE READ

In brief

40%

of consumers strongly consider values-driven attributes in their decision making.1

12%

more is what consumers are willing to pay for products that embody values.2

What consumers value most may surprise you

Industry value is moving to purposeful brands

Think bigger, do better

These are some ways to begin the journey:

Commit to purpose from the inside out

Deliver end-to-end brand experiences that drive relevance

Shape the portfolio to center on brand values

Jon Edwards

Managing Director – Corporate Strategy & Growth Accenture Strategy

Jon helps clients digitally and organizationally transform, launch profitable products and services, increase sustainability and reduce costs.


Karen Fang-Grant

MANAGING DIRECTOR – GLOBAL INDUSTRY RESEARCH LEAD

Javier Rodriguez

ASSOCIATE MANAGER – CONSUMER INDUSTRIES RESEARCH

Javier is a research specialist aligned with the Consumer Goods & Services & Retail Industries.

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