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Why purpose-led organisations are winning consumers’ hearts

All crises eventually end so we must focus on shifting gears to drive economic and humanitarian recovery. That’s why the Capgemini Research Institute is releasing a series of research notes with pragmatic guidance on how organisations can take action on the things that matter in the wake of COVID-19.

Previously, we focused on how our desire to minimise physical contact is driving demand for contactless interaction. But in addition to a safer, healthier world, consumers want a better world – and they expect organisations to play an active part in creating it. So this time, in Why purpose-led organisations are winning consumers’ hearts, we examine the consumer perspective on purpose-driven organisations.

We wanted to understand how the pandemic is shaping consumers’ perception of purpose and changing their expectations of organisations, and to determine whether this will lead to increased engagement and loyalty. To these ends, in late May we surveyed over 7,000 consumers from seven countries. We also analysed social media engagement for over 1.5 million conversations for 19 companies that made important contributions to COVID-19 relief efforts.

We found that consumers have high expectations of what it means to be purpose-led and will reward organisations that make a positive contribution to this crisis. In fact, 75% of consumers will prioritise purchasing from those companies that give back to society during the pandemic. That’s why consistency in how companies live their purpose is so important. After all, actions speak louder than words.

As we navigate this unprecedented crisis together, we hope that these research notes offer compelling insight into the importance of leading with purpose. In the next edition, we will seek to understand how organisations plan to mobilise their transformation (digital or business) in their organization post COVID-19. Until then, be well and focus on what matters to you.