Key takeaways:

• 63% say it’s important for brands to have a social, ethical or environmental mission.
• 40% of 18 – 24s say it’s very important vs. 20% of 55 – 64s.

Objective: A brand mission can connect your product or service to your customers’ values and give your brand a deeper purpose. We wanted to discover how important it is for different consumer demographics that the brands they choose are committed to social, ethical or environmental causes.

Question: How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

• Very important
• Important
• Niether important nor unimportant
• Unimportant
• Very unimportant

Audience: A representative panel of American consumers aged 18 – 64.

Overall Results

• 63% say it’s important for brands to have a social, ethical or environmental mission.
• 40% of 18 – 24s say it’s very important vs. 20% of 55 – 64s.

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

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Gender Breakdown

• Men are twice as likely to consider it unimportant for a brand to have a mission.
• 15% of men vs. 7% of women chose ‘unimportant’ or ‘very unimportant’.

Men

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

Women

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

Age Breakdown

• 40% of 18 – 24s say it’s very important vs. 20% of 55 – 64s.
• 18% of 55 – 64s say it’s unimportant or very unimportant, more than any other demographic.

18 – 24

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

25 – 34

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

35 – 44

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

45 – 54

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

55 – 64

How important is it for a brand to have a clearly articulated social, ethical or environmental mission?

Conclusion

Overall, consumers favor brands with clearly defined missions. However, there exists a strong disparity between younger and older consumers on the weight they give to these missions, as well as between men and women. Brands should prioritize their resources and choose causes relevant to the demographics they are targeting.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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