Welcome Loyal listeners in today’s episode of the loyalty minute we’re going to be talking about what brand and customer loyalty mean to a company’s valuation. In a nutshell it comes down to the company’s perceived purpose.
Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years, compared to the median growth rate of 86% and the 70% growth rate for brands with a low sense of purpose, according to Kantar Consulting’s new Purpose 2020 report “Inspiring Purpose-Led Growth”
Among marketing leaders, 76% think their organization has a defined purpose, but only one in 10 have a corporate purpose statement that’s backed by a meaningful activation plan. Two-thirds of marketing leaders believe that purpose delivers long-term growth, just one-third believe purpose is a company-wide movement.
Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something, the report found.
To learn more about this report and other great customer loyalty insights, please visit theloyaltyminute.com Enjoy!
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