Consumers have heightened expectations about corporate responsibility, but product quality and cost are still more powerful drivers when it comes to actual purchase decisions.
A survey of US consumers by Cone Communications and Porter Novelli found that "purpose-driven brands" have a variety of advantages, with 88% of respondents saying they would buy from them, while 85% would "support that company in their community," and 68% said they would work for that company.
When making a buying decision, 41% of respondents said product quality was the primary brand attribute driving their buying, and 39% said cost was the most significant factor. By comparison, 20% said a brand's purpose was the most critical attribute.