2018年目标报告：与客户建立更深层次的联系.pdfVIP

2018 Cone/Porter Novelli Purpose Study: How to Build Deeper Bonds, Amplify Your Message and Expand Your Consumer Base Purpose isn’t just the latest marketing buzzword. Businesses are changing how they operate and what they stand for to have an authentic — and impactful — role in society. Purpose is more than just a mission statement or a commitment of values. It defines an organization’s value in society, which allows it to simultaneously grow its business and positively impact the world. Purpose must be deeply embedded within the organization, the brand and the experience that is delivered. TABLE OF CONTENTS 03 KEY INSIGHTS 05 THE EVOLVING BUSINESS AND CONSUMER LANDSCAPE 06 BENEFITS TO LEADING WITH PURPOSE 08 DEMONSTRATING PURPOSE 10 THE INTERSECTION OF PURPOSE + SOCIAL JUSTICE 12 BUILDING DEEPER BONDS 14 EXPANDING THE CONSUMER BASE 16 ENLISTING ADVOCATES TO AMPLIFY THE BRAND MESSAGE 18 PURPOSE TRUMPS COST AND QUALITY 20 INUDUSTRY FOCUS: LEADING WITH PURPOSE 22 CONCLUSION 24 ABOUT CONE & PORTER NOVELLI 2018 CONE/PORTER NOVELLI PURPOSE STUDY 1 The evolution of responsible business is yet Businesses that take a Purpose-driven again taking an exciting turn as we encounter approach will be rewarded with an entirely new a perfect storm. Thanks to omnipresent social level of consumer engagement — one that goes media and near unprecedented levels of activism far beyond a product-based or transactional across demographics (age and lifestyles), social relationship. Businesses that lead with Purpose consciousness is no longer exclusive to the can build deeper bonds with existing enlightened Millennial or hybrid-loving consumer. consumers by engaging around shared Today, mainstream consumers expect interests about issues that