Brand affinity is becoming increasingly important. Research consistently shows that consumers, particularly millennials, are 4 times more likely to purchase from a company that is purpose-driven. Globally, 94% of consumers say it is important that the companies they engage with have a strong purpose, and 83% say companies should only earn a profit if they also deliver a positive impact.
Today’s consumers want to support companies that they feel are advancing progress on important issues, both within and outside their operational footprint. One way to communicate values alignment to your audience is by building brand affinity through your digital marketing efforts.
