Brands that spark action
At a time when so many companies are rushing to claim sustainability, social justice, and other issues as core to their brands, what’s in fact the effectiveness? With millions of dollars being spent to define and promote the “purposes” of brands, what are the real outcomes? What does it take to create and deliver purpose messages that drive people to act? The climate emergency demands urgent action and brands need people to play their part.
Drawing on first findings from The Purpose Impact Monitor – a new, ongoing study developed by GfK in association with Goodvertising Agency – this guide will help you understand what makes purpose ads effective and how your brand can deliver on the new for compelling, innovative approaches.
- how purpose ads compare to traditional ads in their ability to capture and hold viewers’ attention
- what makes the best purpose ads – transformational and traditional – resonate with viewers