When we look more closely at the millions of “non-mentioners” – consumers who could not name a purposeful brand off the tops of their heads – we see clear patterns emerging:
Americans who make over $125,000 a year are much more likely to remember at least one brand supporting a cause, compared to those earning $30,000 to $60,000 (See Table. 2.)
Across the three issues studied – the environment, diversity, and giving back to the community – Millennial women are much less likely to be able to name a purposeful brand than Millennial men
Among political parties, Democrats are most likely to remember at least one purposeful brand, while those who classify themselves as Independent or from “Other” political parties are least likely. Republicans land somewhere in the middle.
Consumers with at least some college education are more often able to name purposeful brands, versus those with a high school education or less
Americans in the West are slightly better at remembering purposeful brands spontaneously than those in the Midwest
Total
Millennial men
Millennial women
$30K-$60K
$125K+
Democrat
“Other” party
57%
43%
60%*
56%
36%
48%
61%
60%
75%
37%
62%
55%
46%
58%
65%
74%
54%
40%
41%
59%
68%
Source: GfK’s Purpose Impact Monitor * To be read: 60% of Millennial women could not name any brands that they thought were promoting diversity and inclusion
The findings suggest that purposeful branding and campaigns are, in part, noticed by those who see them as relevant.
For most people, paying for the staples of life takes precedence over any concern about higher causes.