Doing good supports brand outcomes.
Emotional connection to a brand is built from multiple factors working together. Doing good is one of them and it is more influential than many brands assume.
Across all 109 brands in the survey, association with doing good directly explains 10% of the variation in Brand Closeness and 21% of the variation in Brand Advocacy. Its influence on willingness to pay a premium is more modest at 8%, but the relationship is still there.
The strongest effect is on advocacy. Brands seen as having a positive impact on society and the world people live in build deeper emotional attachment and that translates directly into people recommending them.
Doing good will not replace delivering on core category benefits. But for brands that get both right, it compounds the return.
Base: all respondents (n=600 per category) Questions: Which of the following best describes this brand’s impact on society and the world we live in? 5-Scale. // How close do you feel to each brand? 10-Scale. // How likely are you to recommend or criticise the following brands to friends, family or online? 5-Scale. // Which brands of the given category apply for each statement?