Using Purpose to Drive Behavior Change

Increasingly, consumers are throwing their support behind brands that step up to meet today's challenges in purposeful ways. According to a study by the Zeno Group, if consumers think a brand has a strong purpose, they are four times as likely to purchase from it and four and a half times as likely to recommend the brand to family and friends.

But engaging consumers in a brand's purpose is easier said than done. That's where Public Good can make a difference. This leading digital cause marketing platform leverages machine learning to enable brands to drive consumer behavior change, raise social good brand awareness, build brand trust and equity, and increase public good.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu sits down with Melissa Anderson, cofounder and president of Public Good, to learn more about the organization, how brands can start a social movement by becoming braver, the keys to driving action for a purpose-driven campaign and measuring success, and much more.

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