MarketingCharts.com points out that there’s been plenty of research about the premium that consumers place on brands that act responsibly and how they prefer to buy from sustainable brands. But all of that is for naught if consumers can’t actually recall brands that are engaging in purpose initiatives. And unfortunately, that seems to mostly be the case, according to recent research from GfK. A survey of more than 2,000 US adults ages 18-64, GfK reveals that a majority cannot spontaneously recall a single brand by name that is “taking care of the environment and fighting climate change” (57%), “promoting diversity and inclusion” (57%) or “giving back to the community” (54%).
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