There’s an old saying about never wasting a good crisis. As recent events have shown, if you are out to change the world, unexpected events that disrupt people’s habits and norms provide ideal ‘moments of change’. So, it’s unsurprising that many people in our industry believe that Covid-19 has ‘changed everything’.

The crisis has certainly amplified the brand purpose narrative. For many, it’s self-evident that ‘doing good’ will be a source of competitive advantage for brands as the crisis unfolds, and in the post-Covid world that follows. But our data is a blow to brand purpose fans. It suggests that nothing has changed. Even in a pandemic, few care about ‘Brand purpose’. And it still matters a lot less to people than good, old-fashioned quality, reliability and value.

Read our new article in The Drum

And our ‘Aspiration Window’ whitepaper for a more detailed discussion of how marketing continues to misunderstand mainstream motivations.