People are more likely to trust—and buy—purpose-driven brands

A study finds that when comparing two brands, purpose can make a big difference.

When someone sees a logo of a brand they know is purpose-driven, they automatically associate it with words like “responsible,” “compassionate,” and “ethical.” And when someone considers a brand purpose-driven, they’re also more likely to remember it, buy it, and want to work for the company that makes it.

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