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THE RISE OF THE
PURPOSE-LED
BRAND
GERMANY
FROM ME TO WE
From Me to We: The Rise of the Purpose-Led Brand
CONSUMERS TAKE CONTROL
2Global Consumer Pulse Research 2018
Companies looking to build competitive
agility need to find new ways to stand apart.
Consumer expectations for alignment with
their personal values create an opening for
companies to build relationships that are:
58% of German
consumers
say, their purchasing
decisions are driven
by a company`s
ethical values and
authenticity.
For generation Z it is
even 72%.
Authentic Meaningful
Long-Lasting Profitable
From Me to We: The Rise of the Purpose-Led Brand
CONSUMERS ARE MORE THAN BUYERS
3Global Consumer Pulse Research 2018
Consumers aren’t just buyers anymore.
They are critical stakeholders with
multiple roles:
64% of German
consumers
believe their actions can
influence a company’s
stance on issues of
public concern.
Brand sustainers
Brand shapers
Brand influencers
Brand co-developers
Brand investors
From Me to We: The Rise of the Purpose-Led Brand
GERMAN CONSUMERS DEMAND AND TAKE
ACTION
4Global Consumer Pulse Research 2018
Consumers are voicing their
opinions and beliefs as never
before. They expect brands to
follow suit and continually assess:
• What a brand says
• What it does
• What it stands for
Companies that don’t step up with
purpose-led brands pay the price.
When German
consumers are
disappointed
by a brand’s
words or
actions on a
social issue:
52%criticize
43%walk away
23%never come back
Read the report
From Me to We: The Rise of the Purpose-Led Brand
THE RISE OF THE PURPOSE-LED BRAND
5Global Consumer Pulse Research 2018
Price, product quality and customer
experience are important purchasing
considerations. But they’re now table stakes.
Companies looking to build their competitive
agility need to find new ways to stand apart.
Purpose has become a
key brand differentiator.
What attracts German consumers to one brand over another?
42%culture
64%transparency
67%treatment of
employees
64%sustainability
51%ethical
values
Read the report
From Me to We: The Rise of the Purpose-Led Brand
NOT ALL BRANDS ARE CREATED EQUAL
6Global Consumer Pulse Research 2018
Purpose can make a
bigger difference to…
• Mature markets
• “Experience” product
categories
• Younger customer
segments
These factors influence the form a purpose might take—and how
(and even whether) it will affect their competitiveness.
Purpose is less
important to…
• Emerging markets
• “Utility” product
categories
• Medium-aged
customer segments
Read the report
From Me to We: The Rise of the Purpose-Led Brand
ACTIVATING PURPOSE
7
Understanding how to instill a sense of
“brand belonging” through a clear and
relevant purpose is quickly becoming a
prerequisite for competitiveness.
Three guiding principles set purpose-
driven brands apart.
BE HUMAN | BE REAL | BE CREATIVE
Global Consumer Pulse Research 2018
Read the report
From Me to We: The Rise of the Purpose-Led Brand
ACTIVATING PURPOSE: BE HUMAN
8Global Consumer Pulse Research 2018
• Involve the brand ecosystem
(employees, customers and other
stakeholders) to identify shared values
• Establish emotional connections by
actively communicating
• Learn to say “I’m sorry.”
51%
of consumers find brands
that actively communicate
their purpose to be more
attractive
31%
will give brands a second
chance if they apologize
Read the report
From Me to We: The Rise of the Purpose-Led Brand
Standing for everything means
standing for nothing. German
consumers don’t fall for insincere
attempts to pull at heartstrings.
They reward authenticity,
transparency and outspokenness.
64%
of German consumers find
transparency to be one of a
brand’s most attractive
qualities
57%
are influenced by the words,
actions and beliefs of a
company’s employees
ACTIVATING PURPOSE: BE REAL
9Global Consumer Pulse Research 2018
Read the report
From Me to We: The Rise of the Purpose-Led Brand
Can consumers co-develop
products and services?
Can they act as sales partners
through channels they control
or influence?
Can they participate in
crowdsourcing schemes to fund
new innovations?
Can they invest in a company’s
growth in exchange for certain
perks?
Can they… ?
Since consumers have a real stake
in a brand’s success, it’s time to
rethink engagement models.
Companies should focus less on
investing for customers and more
on investing with their new
ecosystem partners to drive
competitive agility.
ACTIVATING PURPOSE: BE CREATIVE
10Global Consumer Pulse Research 2018
Read the report
There’s virtually no limit to
the roles consumers can
play—or the value they can
provide. Ask them.
From Me to We: The Rise of the Purpose-Led Brand
READ THE REPORT AND
CONTACT ACCENTURE
STRATEGY EXPERTS.
@AccentureStrat
www.linkedin.com/company/accenture-strategy
12Global Consumer Pulse Research 2018
www.accenture.com/BrandPurpose-DE
About the Research
In 2018, Accenture Strategy conducted the
14th annual Global Consumer Pulse Research
to gain an understanding of current global
consumers’ preferences, beliefs and behaviors.
The goal was to identify how consumer
expectations are evolving—and how companies
can capitalize on that evolution to achieve new
levels of growth and competitive agility.
Our online survey of 29,530 end-consumers
(including 1,500 in France) in 35 countries was
conducted between August 1 and October 16,
2018.
Read the report

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Der Aufstieg der Marken mit Mission | Accenture

  • 1. THE RISE OF THE PURPOSE-LED BRAND GERMANY FROM ME TO WE
  • 2. From Me to We: The Rise of the Purpose-Led Brand CONSUMERS TAKE CONTROL 2Global Consumer Pulse Research 2018 Companies looking to build competitive agility need to find new ways to stand apart. Consumer expectations for alignment with their personal values create an opening for companies to build relationships that are: 58% of German consumers say, their purchasing decisions are driven by a company`s ethical values and authenticity. For generation Z it is even 72%. Authentic Meaningful Long-Lasting Profitable
  • 3. From Me to We: The Rise of the Purpose-Led Brand CONSUMERS ARE MORE THAN BUYERS 3Global Consumer Pulse Research 2018 Consumers aren’t just buyers anymore. They are critical stakeholders with multiple roles: 64% of German consumers believe their actions can influence a company’s stance on issues of public concern. Brand sustainers Brand shapers Brand influencers Brand co-developers Brand investors
  • 4. From Me to We: The Rise of the Purpose-Led Brand GERMAN CONSUMERS DEMAND AND TAKE ACTION 4Global Consumer Pulse Research 2018 Consumers are voicing their opinions and beliefs as never before. They expect brands to follow suit and continually assess: • What a brand says • What it does • What it stands for Companies that don’t step up with purpose-led brands pay the price. When German consumers are disappointed by a brand’s words or actions on a social issue: 52%criticize 43%walk away 23%never come back Read the report
  • 5. From Me to We: The Rise of the Purpose-Led Brand THE RISE OF THE PURPOSE-LED BRAND 5Global Consumer Pulse Research 2018 Price, product quality and customer experience are important purchasing considerations. But they’re now table stakes. Companies looking to build their competitive agility need to find new ways to stand apart. Purpose has become a key brand differentiator. What attracts German consumers to one brand over another? 42%culture 64%transparency 67%treatment of employees 64%sustainability 51%ethical values Read the report
  • 6. From Me to We: The Rise of the Purpose-Led Brand NOT ALL BRANDS ARE CREATED EQUAL 6Global Consumer Pulse Research 2018 Purpose can make a bigger difference to… • Mature markets • “Experience” product categories • Younger customer segments These factors influence the form a purpose might take—and how (and even whether) it will affect their competitiveness. Purpose is less important to… • Emerging markets • “Utility” product categories • Medium-aged customer segments Read the report
  • 7. From Me to We: The Rise of the Purpose-Led Brand ACTIVATING PURPOSE 7 Understanding how to instill a sense of “brand belonging” through a clear and relevant purpose is quickly becoming a prerequisite for competitiveness. Three guiding principles set purpose- driven brands apart. BE HUMAN | BE REAL | BE CREATIVE Global Consumer Pulse Research 2018 Read the report
  • 8. From Me to We: The Rise of the Purpose-Led Brand ACTIVATING PURPOSE: BE HUMAN 8Global Consumer Pulse Research 2018 • Involve the brand ecosystem (employees, customers and other stakeholders) to identify shared values • Establish emotional connections by actively communicating • Learn to say “I’m sorry.” 51% of consumers find brands that actively communicate their purpose to be more attractive 31% will give brands a second chance if they apologize Read the report
  • 9. From Me to We: The Rise of the Purpose-Led Brand Standing for everything means standing for nothing. German consumers don’t fall for insincere attempts to pull at heartstrings. They reward authenticity, transparency and outspokenness. 64% of German consumers find transparency to be one of a brand’s most attractive qualities 57% are influenced by the words, actions and beliefs of a company’s employees ACTIVATING PURPOSE: BE REAL 9Global Consumer Pulse Research 2018 Read the report
  • 10. From Me to We: The Rise of the Purpose-Led Brand Can consumers co-develop products and services? Can they act as sales partners through channels they control or influence? Can they participate in crowdsourcing schemes to fund new innovations? Can they invest in a company’s growth in exchange for certain perks? Can they… ? Since consumers have a real stake in a brand’s success, it’s time to rethink engagement models. Companies should focus less on investing for customers and more on investing with their new ecosystem partners to drive competitive agility. ACTIVATING PURPOSE: BE CREATIVE 10Global Consumer Pulse Research 2018 Read the report
  • 11. There’s virtually no limit to the roles consumers can play—or the value they can provide. Ask them.
  • 12. From Me to We: The Rise of the Purpose-Led Brand READ THE REPORT AND CONTACT ACCENTURE STRATEGY EXPERTS. @AccentureStrat www.linkedin.com/company/accenture-strategy 12Global Consumer Pulse Research 2018 www.accenture.com/BrandPurpose-DE About the Research In 2018, Accenture Strategy conducted the 14th annual Global Consumer Pulse Research to gain an understanding of current global consumers’ preferences, beliefs and behaviors. The goal was to identify how consumer expectations are evolving—and how companies can capitalize on that evolution to achieve new levels of growth and competitive agility. Our online survey of 29,530 end-consumers (including 1,500 in France) in 35 countries was conducted between August 1 and October 16, 2018. Read the report