n an era of radical visibility, companies are under the spotlight like never before as they struggle for competitive advantage. Technology and media have given individuals unprecedented power to find support for their opinions and beliefs. In this connected society, consumers aren’t just making decisions based on the principles of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.

According to Accenture’s most recent global survey of nearly 30,000 consumers, it was determined that “62 percent of customers want companies to take a stand on current and broadly relevant issues like sustainability, transparency or fair employment practices. The closer a company’s purpose aligns to their own beliefs, the better.”

Brands that don’t heed this new reality are paying a high price. More than half (53%) of consumers will complain about a brand’s words or actions when they are out of alignment with their own beliefs. Of course, consumers have always complained but now 47% are actually walking away frustrated and 17% will never, ever return.

Brands have entered an era where the customer is no longer simply a customer, they are a collaborator. They make demands. They insist on specific experiences, options, and opportunities. They are quick to influence others to buy (or not buy). They work within the brand’s channels to develop products or services. They invest in brands they believe in. They even act as sales channel partners for the brands they believe in.

Consider that 66% of consumers believe their actions make a difference. From posting comments on social media to participating in boycotts, consumers are influencing a brand’s reaction or position to events of public concern.

“The public expectations of your company have never been greater… Every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Without a sense of purpose, no company, either public or private, can achieve its full potential.” — Larry Fink, Chairman and CEO of BlackRock, Inc.

What used to make and break brands – price, product quality and customer experience – have been reduced to table stakes. They are simply the price of entry for engagement between a consumer and a brand. Companies looking to become more competitive need to find new ways to be distinctive – to stand out from he others. Purpose provides the distinction that many brand managers seek.

What compels a consumer to choose one brand over another?

66%  choose a brand that has a great culture—it does what it says it will do and delivers on its promises

66% choose a brand that is transparent—with where it sources its materials, how it treats employees fairly, etc.

65% choose a brand that treat its employees well

62% choose a brand that shares their belief in reducing plastics and improving the environment

62% choose a brand that has ethical values and demonstrates authenticity in everything it does

At Positive Brand, we know that every brand was started for a good reason — was created with a purpose in mind. We help brands identify the purpose that makes their brand distinctive. We help brands create strategies that build powerful connections with consumers that are driven by their own sense of purpose.

Helping brands tell their unique brand story and make meaningful connections with the people they serve is what we do here at Positive Brand. Whether you’re trying to build a storied brandor you’re attempting to launch a new unknown, we’re here to help. Let’s talk.