Post by account_disabled on Feb 26, 2024 22:49:24 GMT -5
More and more companies large and small have been quick to affirm that sustainability, equality and social justice are among the fundamental causes of their brands. However, a new analysis reveals that purposeful advertising is insufficient in connecting with audiences to lead to change, according to Sustainable Brands .
With millions of dollars invested in communication strategies that promote and define the purposes of companies, from social responsibility, it is worth taking a look at the results and scope that has been achieved so far.
purposeful advertising is insufficient
Purposeful advertising is insufficient
Once upon a time, business purpose did not matter much, but these days, having it and communicating it means making a difference against competitors and towards a sustainable future. Thus we see that more and more corporations include supporting social and environmental causes and movements within their business focus. But how effective are the messages in leading to a change in audiences?
Early findings from The Purpose Impact Monitor —a study Chinese American Phone Number List developed by market research firm GfK in partnership with Goodvertising Agency —suggest that purpose-driven advertising is insufficient, generally underperforming conventional ads—focused on selling products. —, when it comes to capturing and keeping viewers' attention.
Of three-quarters of the spots that captured attention, the percentage dropped to two-thirds for those focused on conveying a "purpose." And while more than half of top ads kept viewers engaged, the number was 11 points lower for creatives with intent. In addition, the study also identified two types of the latter:
That of traditional purposes, in which the brand is presented as the hero.
That of "transformative" purposes, which highlights what consumers can achieve.
The results have raised new reflections and questions about targeted ads: how to motivate and inspire millions of people to participate in change? o How to build authentic and lasting brands? Many companies are falling short in capturing and maintaining attention, according to Thomas Kolster of Goodvertising , a leading corporation in innovative approaches to purpose-based marketing .
purposeful advertising is insufficient
New approaches to purposeful ads
Certainly, what The Purpose Impact Monitor found highlights the need for a much-needed transformation in the way brands communicate and inspire people to authentically transition their behaviors. That is, finding the right levers to encourage audiences to do their part in the face of current challenges.
Research also showed that transformational ads work best when it comes to delivering a clear message. 48% of viewers reported better communication, compared to 33% for mainstream ads and 43% for traditional ads.
Inclusive cities for post-pandemic recovery
Promote social action in the consumer
Using a proprietary Ad Fit Optimizer ad testing solution — which measures a spot 's ability to drive consumer action against the nine most impactful sustainable behaviors — GfK surveyed 2,408 people and measured 20 ads in March 2022, divided equally between the traditional purpose brand and the transformational ones.
The results revealed that traditional purpose ads significantly outperformed transformative ones, probably because the former were more aggressive in promoting the brands. While the latter downplay the importance of the product and turn consumers into heroes.
purposeful advertising is insufficient
Brands and audiences together for change
Eric Villain, general director of marketing effectiveness at GfK North America, expresses that it is necessary to match efforts in transformative messages so that audiences and companies believe in the change, because viewers are more related to traditional advertising, which is more easy to understand.
In this sense, the case of purposeful campaigns such as Dove's " Reverse Selfie" or Chipotle's " Can a burrito change the world ?", where "purposeful" approaches are adopted, are illustrative. The first takes an inclusive view, showing what it takes to push back on the pressure girls feel to look perfect on social media. Meanwhile, the second focuses on the product itself.
With millions of dollars invested in communication strategies that promote and define the purposes of companies, from social responsibility, it is worth taking a look at the results and scope that has been achieved so far.
purposeful advertising is insufficient
Purposeful advertising is insufficient
Once upon a time, business purpose did not matter much, but these days, having it and communicating it means making a difference against competitors and towards a sustainable future. Thus we see that more and more corporations include supporting social and environmental causes and movements within their business focus. But how effective are the messages in leading to a change in audiences?
Early findings from The Purpose Impact Monitor —a study Chinese American Phone Number List developed by market research firm GfK in partnership with Goodvertising Agency —suggest that purpose-driven advertising is insufficient, generally underperforming conventional ads—focused on selling products. —, when it comes to capturing and keeping viewers' attention.
Of three-quarters of the spots that captured attention, the percentage dropped to two-thirds for those focused on conveying a "purpose." And while more than half of top ads kept viewers engaged, the number was 11 points lower for creatives with intent. In addition, the study also identified two types of the latter:
That of traditional purposes, in which the brand is presented as the hero.
That of "transformative" purposes, which highlights what consumers can achieve.
The results have raised new reflections and questions about targeted ads: how to motivate and inspire millions of people to participate in change? o How to build authentic and lasting brands? Many companies are falling short in capturing and maintaining attention, according to Thomas Kolster of Goodvertising , a leading corporation in innovative approaches to purpose-based marketing .
purposeful advertising is insufficient
New approaches to purposeful ads
Certainly, what The Purpose Impact Monitor found highlights the need for a much-needed transformation in the way brands communicate and inspire people to authentically transition their behaviors. That is, finding the right levers to encourage audiences to do their part in the face of current challenges.
Research also showed that transformational ads work best when it comes to delivering a clear message. 48% of viewers reported better communication, compared to 33% for mainstream ads and 43% for traditional ads.
Inclusive cities for post-pandemic recovery
Promote social action in the consumer
Using a proprietary Ad Fit Optimizer ad testing solution — which measures a spot 's ability to drive consumer action against the nine most impactful sustainable behaviors — GfK surveyed 2,408 people and measured 20 ads in March 2022, divided equally between the traditional purpose brand and the transformational ones.
The results revealed that traditional purpose ads significantly outperformed transformative ones, probably because the former were more aggressive in promoting the brands. While the latter downplay the importance of the product and turn consumers into heroes.
purposeful advertising is insufficient
Brands and audiences together for change
Eric Villain, general director of marketing effectiveness at GfK North America, expresses that it is necessary to match efforts in transformative messages so that audiences and companies believe in the change, because viewers are more related to traditional advertising, which is more easy to understand.
In this sense, the case of purposeful campaigns such as Dove's " Reverse Selfie" or Chipotle's " Can a burrito change the world ?", where "purposeful" approaches are adopted, are illustrative. The first takes an inclusive view, showing what it takes to push back on the pressure girls feel to look perfect on social media. Meanwhile, the second focuses on the product itself.