The power of purpose-driven brands

Why leading with your brand’s values matters

64% of consumers strongly agree that they are more likely to purchase an item from a brand that is willing to take a stand on social issues and conflicts.

72% of consumers believe they can vote with their dollars and look to support brands that are good citizens.

Two women holding fists up after getting married

Sustainability is a top concern for consumers

A man planting

73% of consumers are tired of brands acting like they are exempt from environmental responsibility.

A woman in work gear standing in front of wind turbines

62% of consumers are actively seeking out brands that are sustainable in their business practices.

A woman recycling with her son

62% of consumers state that sustainability has become more important to them over the past three years.

Consumers are doing their own research when it comes to sustainability.

72% of consumers are likely to carry out their own research for sustainable options, and the most reliable sources of information are:

33%
Third-party certification

32%
Search engine to find general information

28%
Sustainability experts, advocates and groups

Representation matters, and consumers want action

67% of consumers say it is important that brands they buy from take action to promote diversity, equity and inclusion (DEI).

44% of consumers say that DEI has become increasingly important to them over the past three years.

In fact, 7 in 10 consumers say DEI is an important factor when choosing a brand to purchase from and 45% of consumers said they are willing to pay more for a product that reflects and promotes DEI.

51% of consumers state the most authentic way for a brand to demonstrate commitment to DEI is through broader actions and causes it supports beyond their products and services.

Source: Amazon Ads with Environics Research, “2022 Higher Impact” study, CA, DE, JP, U.K and U.S.