{"id":933,"date":"2024-11-01T12:56:14","date_gmt":"2024-11-01T12:56:14","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=933"},"modified":"2024-11-21T14:32:06","modified_gmt":"2024-11-21T14:32:06","slug":"brand-mission-statistics-for-2025","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/brand-mission-statistics-for-2025\/","title":{"rendered":"18 &#8211; 24s are Twice as Likely to Call Brand Mission \u2018Very Important\u2019: Brand Mission Statistics for 2025"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">Key takeaways:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>63% say it\u2019s important for brands to have a social, ethical or environmental mission.<\/li>\r\n\r\n\r\n\r\n<li>40% of 18 &#8211; 24s say it\u2019s <strong>very important <\/strong>vs. 20% of 55 &#8211; 64s.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> A brand mission can connect your product or service to your customers\u2019 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.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Question:<\/strong> How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Very important<\/li>\r\n\r\n\r\n\r\n<li>Important<\/li>\r\n\r\n\r\n\r\n<li>Niether important nor unimportant<\/li>\r\n\r\n\r\n\r\n<li>Unimportant<\/li>\r\n\r\n\r\n\r\n<li>Very unimportant<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A representative panel of American consumers aged 18 \u2013 64.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>63% say it\u2019s important for brands to have a social, ethical or environmental mission.<\/li>\r\n\r\n\r\n\r\n<li>40% of 18 &#8211; 24s say it\u2019s very important vs. 20% of 55 &#8211; 64s.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26e72b4&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26e72b4\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcIdwBg5GVz75XH_3YO-weclbp1coRFg1BjfoiN9ZRmqoZJx90G727qeogfO8rLwyRMDK0l58xDaFTmbhPx3W-H-SPy53moabdwCaZbeoX1xFvJhaG3DA1ZXbK-o3taGPxsDm7A0MY33Xtr-ickSluBKw-m?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-text-color has-accent-1-color has-alpha-channel-opacity has-accent-1-background-color has-background\"\/>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><strong>Any questions? Let our research support your next article \u2014 completely free<\/strong> (some limitations apply).<\/p>\r\n\r\n\r\n<div class=\"wpforms-container wpforms-container-full wpforms-block wpforms-block-69edb4cc-1330-432f-9749-55bb842062e7 wpforms-render-modern\" id=\"wpforms-612\"><form id=\"wpforms-form-612\" class=\"wpforms-validate wpforms-form wpforms-ajax-form\" data-formid=\"612\" method=\"post\" enctype=\"multipart\/form-data\" action=\"\/radar\/wp-json\/wp\/v2\/posts\/933\" data-token=\"9971d856ce9a8d0a28abc79a4ad7b58f\" data-token-time=\"1784086310\"><noscript class=\"wpforms-error-noscript\">Please enable JavaScript in your browser to complete this form.<\/noscript><div id=\"wpforms-error-noscript\" style=\"display: none;\">Please enable JavaScript in your browser to complete this form.<\/div><div class=\"wpforms-field-container\"><div id=\"wpforms-612-field_0-container\" class=\"wpforms-field wpforms-field-name\" data-field-id=\"0\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_0\">Name <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"text\" id=\"wpforms-612-field_0\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][0]\" aria-errormessage=\"wpforms-612-field_0-error\" required><\/div><div id=\"wpforms-612-field_1-container\" class=\"wpforms-field wpforms-field-email\" data-field-id=\"1\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_1\">Email <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"email\" id=\"wpforms-612-field_1\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][1]\" spellcheck=\"false\" aria-errormessage=\"wpforms-612-field_1-error\" required><\/div><div id=\"wpforms-612-field_2-container\" class=\"wpforms-field wpforms-field-textarea\" data-field-id=\"2\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_2\">Message <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><textarea id=\"wpforms-612-field_2\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][2]\" aria-errormessage=\"wpforms-612-field_2-error\" required><\/textarea><\/div><\/div><!-- .wpforms-field-container --><div class=\"wpforms-submit-container\" ><input type=\"hidden\" name=\"wpforms[id]\" value=\"612\"><input type=\"hidden\" name=\"page_title\" value=\"\"><input type=\"hidden\" name=\"page_url\" value=\"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/933\"><input type=\"hidden\" name=\"url_referer\" value=\"\"><button type=\"submit\" name=\"wpforms[submit]\" id=\"wpforms-submit-612\" class=\"wpforms-submit\" data-alt-text=\"Sending...\" data-submit-text=\"Submit\" aria-live=\"assertive\" value=\"wpforms-submit\">Submit<\/button><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/plugins\/wpforms-lite\/assets\/images\/submit-spin.svg\" class=\"wpforms-submit-spinner\" style=\"display: none;\" width=\"26\" height=\"26\" alt=\"Loading\"><\/div><\/form><\/div>  <!-- .wpforms-container -->\r\n\r\n\r\n<hr class=\"wp-block-separator has-text-color has-accent-1-color has-alpha-channel-opacity has-accent-1-background-color has-background\"\/>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><\/h2>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Men are twice as likely to consider it unimportant for a brand to have a mission.<\/li>\r\n\r\n\r\n\r\n<li>15% of men vs. 7% of women chose \u2018unimportant\u2019 or \u2018very unimportant\u2019.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26e88d7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26e88d7\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdWCax5IVxiAbVWGZoYznwxwNnk627bM-32JmdoD7iHhFhQRN76j7WVe_ye8qp-xpWHOHsGsfvCkhHA2lA6gWrH-fc0EKiOqy5xbjoyk7EcO1zLObonJgoqCJcL6bsY3LeWDD2Ny4aHE5HfHt82Wa0SNwzL?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26e8b7d&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26e8b7d\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdvQxYQjjvMiYRZeeZ-6BpUruxESTMZvURyQ01jzF-wQumy8yliyDHy6WVyEPWlJ_3atht8s5IoUX6xklIfEiiWW7zlm_5o8y0eX3hAB4GfZ2g8V6u6VVUIbvzGpTK4nvu8XwRcLXJbqw-DlrWmInGZP73N?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>40% of 18 &#8211; 24s say it\u2019s very important vs. 20% of 55 &#8211; 64s.<\/li>\r\n\r\n\r\n\r\n<li>18% of 55 &#8211; 64s say it\u2019s unimportant or very unimportant, more than any other demographic.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 24<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26e8ed6&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26e8ed6\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfeEJkvWSsxwzWsrryHzbQ3KQlaA9eYg4aSsLaF3npZfXCEi6e-bXRbySPUd2LH3P8IGbvVW3Xcp_uVWcEXsZrasey5iymrxxnQRR1Ea4ocBVIdKJTuMQPcqitQvWy7MyBNS58KQz1lYOBch9bUKZwfELTX?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>25 &#8211; 34<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26e9d98&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26e9d98\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/image-1024x376.png\" alt=\"\" class=\"wp-image-934\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>35 &#8211; 44<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26ea05c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26ea05c\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdmW22oAV62v2CQycwNrj8dXJeEkyX2kbtdAPsDjytY_uJb1k-KD9qbUY1huqTScImA6qNTHVuUFD5vddz-bN4IiHXeV3uqiW7uwP8KzeEg6tJmFpel10mCG_UyisaLyNAdi3B84SWhD9esDSmHHg10SWc?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>45 &#8211; 54<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26ea2fd&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26ea2fd\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfniF1xgIkDWoHviCdhwvLNQ5T6Q8ZCao2VQqG7P5UcW814v8qmU0yXKlpk5GSRg50qfeDRavnQZ69qcujN5OCACEB2NGjTeBtmdlAkwjE9wKLkm-vcOmYqDlTeprPr72waPwRlnibplWxibvS-CS7bkWU1?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><strong>55 &#8211; 64<\/strong><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">How important is it for a brand to have a clearly articulated social, ethical or environmental mission?<\/p>\r\n\r\n\r\n\r\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a56ff26ea579&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a56ff26ea579\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeA6zvAXgX8ku78nNPfLdyRhmCLG4Ao7c11TZx--WQu3yMJLKI9LCFDWUg8R2Z3dgENTVRXWlTOUuDAEmBswyBTtBqkab_oxdqzi5If0X7Y1QEH_X2InQ6ttof6zNVYM2SP5Zqg9rU2vl9rNHGnd9iw-VQU?key=ZsPn8UNLaVGdz5Hws7hDtmGr\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">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.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\r\n\r\n\r\n\n<figure class=\"wp-block-image alignfull size-large\"><a href=\"https:\/\/www.atom.com\/audience-testing\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"267\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png\" alt=\"\" class=\"wp-image-520\" srcset=\"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-1024x267.png 1024w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-300x78.png 300w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1-768x200.png 768w, https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/06\/New-1228x320-1.png 1228w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>A brand mission can connect your product or service to your customers\u2019 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.<\/p>\n","protected":false},"author":5,"featured_media":1314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[30,1],"tags":[],"class_list":["post-933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-research"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2024\/11\/brandmission-scaled-1-2048x1366.jpg"},"post_author":"Thom Davies","assigned_categories":"Branding, Research","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar 18 - 24s are Twice as Likely to Call Brand Mission \u2018Very Important\u2019: Brand Mission Statistics for 2025<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/brand-mission-statistics-for-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar 18 - 24s are Twice as Likely to Call Brand Mission \u2018Very Important\u2019: Brand Mission Statistics for 2025\" \/>\n<meta property=\"og:description\" content=\"A brand mission can connect your product or service to your customers\u2019 values and give your brand a deeper purpose. 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