BRAND PURPOSE…ARE CONSUMERS AWARE TO CARE?

Summary from the TLDR Marketing newsletter

Across the US, UK, and Australia, average recognition of brand purpose sits at just 18%, and likely closer to 9% after accounting for false positives. Nike stands out with 32% in the UK and 52% in the US, but this reflects broad brand reach rather than purposeful messaging. Brand purpose is unlikely to drive significant sales. Marketers should weigh the opportunity cost versus strategies that boost brand availability or support social and environmental causes directly.