Four key findings to keep in mind:

  1. The opportunity is bigger than you think. 78% of Brits care deeply about a cause. The gap is the growth opportunity.
  2. Doing good is a commercial multiplier. Brands that are known for doing good gain a competitive edge; 21% for brand advocacy and 8% for price premium is directly linked to doing good.
  3. The winning brands aren't necessarily the bravest, they're the most coherent. Authenticity and strategic fit beat boldness every time. The mechanism is credibility, not courage.
  4. There's no single formula to doing good. We have uncovered four brand archetypes, but the path you choose must feel right for your consumers, your category and your brand. Whichever path you choose, it's your opportunity to gain an edge in an increasingly competitive world.

If you'd prefer to enjoy the report offline, follow the link below to download a static PDF version.

Click to download

Eleanor Thornton-Firkin​ Head of Creative Excellence in the UK, Ipsos​ Eleanor.Thornton-Firkin@ipsos.com​

Jon Harper​ UK Head of Offer and Design, Brand Health Tracking, Ipsos​ Jon.Harper@ipsos.com