[Public Good Co., Ltd.] Brands that empathize with purpose, 1 in 4 people say yes
*Public Good Co., Ltd.*
Press release: August 26, 2024
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Brands that empathize with purpose: 1 in 4 people say yes
*Information collection sources regarding brand purpose: 1st place TV program, 2nd place brand official website, 3rd place newspaper article, 4th place news distribution site, 5th place magazine article* Public Good Co., Ltd. (location: Shibuya-ku, Tokyo, CEO: Kenichi Sugawara), which supports corporate branding activities, conducted a survey targeting ordinary consumers in the Tokyo metropolitan area* “Brand Engagement and Media Usage”*
We have published some of our survey results. In this survey, we investigated the level of awareness and empathy for “purpose,” which is used in the field of branding, and also asked respondents about the types of media they use to obtain information about the purpose of companies and brands.
■Summary of survey results
1. Awareness of the word “purpose” is approximately 45%*
2. Approximately 1 in 4 people*, approximately 24%, answered that they have a brand that resonates with their purpose.
3. *Approximately 70%* of all people collect “information about the purpose of companies and brands” from some kind of media
1. *Awareness of the word purpose is approximately 45%*
“Purpose” has been established as a marketing and branding activity by various companies, but awareness among general consumers is about 45%* It became. In addition, 22% of people understand the meaning of words, making it clear that the keyword “purpose”, which has started to attract attention around 2021, is becoming more and more widespread.
* Q: Do you know the word “purpose”? *
*This survey result is based on “Survey 1.” listed at the end of the release. 2. *24% of companies and brands that identify with purpose*
Furthermore, after providing a definition of the word purpose, when asked if there are any companies or brands that resonate with purpose, *
Approximately 24%, or one in four people, answered yes*
I answered. It has become clear that “purpose” in branding activities is becoming reasonably effective in building engagement between consumers and brands.
*
Q: Purpose is something that a company or brand expresses, “Why does the company exist?” “Why does it develop its business?” Its necessity, raison d’être, and aspirations. Do you have a brand that resonates with purpose? *
*This survey result is the result of “Survey 1.” listed at the end of the release.
3. *About 70% of information about a brand’s purpose is obtained from the media* Regarding the question about information gathering, * over 70% (71.6%) of the total answered that they used some kind of media to collect information related to purpose *
I found out that I am doing this. Breakdown by media is *
1st place TV program (15.6%), 2nd place brand official website (14.6%), 3rd place newspaper article (11.4%), 4th place news distribution service (8.9%), 5th place magazine article (8.8%)* This is the result. Among PESO media* Earned media is the main source of information on Purpose*
This suggests that consumers tend not to receive information about a brand’s purpose directly from a company, but rather to receive easy-to-understand and reliable information that has been explained and edited by the media. Masu.
* Q: When you usually want the following information, which sources do you get it from? Please select all that apply. *
*The results of this survey are the combined results of subjects A and B of “Survey 2.” listed at the end of the release. In addition, for Target B “Purpose non-awareness group”, research was conducted by adjusting the question text.
Sugawara, CEO of Public Good Co., Ltd., who announced some of the survey results, commented as follows.
“The spread of the new coronavirus at the end of 2019 was a major trigger, and social momentum around “sustainability” and “SDGs” increased, and each company has been working hard to formulate and communicate their “purpose”. 24% of the respondents answered that there is a brand that they empathize with.
Either “1 in 4 people already have a brand that resonates with their purpose,” or “3 out of 4 people still don’t have a brand.”* I would like to leave it up to each individual’s position as to whether or not they should take this as such.
“Purpose” itself has been experiencing a boom since around 2021, but we are looking at trends including chronological trends and consumer perception*
We believe that “purpose” has become widespread in branding activities at a considerable rate and is producing results*.
On the other hand, there are companies that are jumping on the bandwagon * and * “just making it anyway” * and companies that are * too conscious of only sustainability *
However, the conversion into consumer benefits, which should be done by companies, is not sufficient, and the benefits are not reaching consumers.*
There are many companies out there, and there are cases where there is a communication gap between them and consumers.
At our company, we support corporate branding activities, including not only formulating a purpose but also renewing a previously established purpose and disseminating information.A better purpose is *
We believe that this will be nurtured through co-creation* with consumers, rather than by companies alone. Create an organic discussion between brands and consumers, and create a higher-level, full-blooded purpose*
We will continue to fully support the implementation of strategies and tactics that will grow into the future.”
*Summary of research on “Brand Engagement and Media Usage”*
○Investigator: Public Good Co., Ltd.
○Survey platform: Freeeasy
■Survey 1. (Screening survey)
○Survey period: April 30, 2024 – May 2, 2024
○Number of responses: People in their 20s to 60s living in 1 metropolis and 3 prefectures (Tokyo, Kanagawa, Saitama, and Chiba) 5,000 men and women (2,200 men and 2,800 women) – 20’s Male 375 Female 500 – 30’s Male 375 Female 500 – 40’s Male 400 Female 600 – 50’s Male 550 Female 600 – 60s Male 500 Female 600
■Survey 2. (main survey)
○Survey period: May 2nd to May 13th, 2024
○Number of responses: 20s to 60s living in 1 metropolis and 3 prefectures (Tokyo, Kanagawa, Saitama, and Chiba)
[Target A] 495 men and women (250 men and 245 women)
*49 women in their 40s, 46 women in their 60s, and 50 men and women of each age group
・In the screening survey, those who “know” or “know” the word “purpose”
“I have heard of it.”
and
People who answered that there is a brand that empathizes with purpose
[Target B] 500 men and women (250 men and 250 women)
*50 men and women of each age group
・In a screening survey, many people said they did not know the word “purpose.”
People who answered
*The composition ratio is rounded to the second decimal place, so the total does not necessarily add up to 100.
In addition to the survey results announced in this release, our official note states that the survey revealed other findings such as “the difference between brands that resonate with us and brands that do not” and “strategies to effectively communicate sales and branding information.” We plan to publish more detailed analysis results on consumers’ brand engagement and media usage.
https://note.com/publicgood/
●About Public Good Co., Ltd.
A branding PR company founded in 2013. We use unique methods to identify and resolve marketing and branding issues for client companies. “PR Award” sponsored by Japan PR Association
In the “Social Good Category”, we won bronze in 2020 (project name: Rakuten Po Year Ending) and silver in 2021 (project name: CCC Marketing School General Election). In 2023, the international certification system “B” will be awarded to companies with highly transparent business activities and supply chains.
Corporation(TM)️ (hereinafter referred to as “B Corp”)” for the first time in the domestic marketing and PR industries.