Kantar singles out ‘purpose’ as the key to brand growth

Brands seeking the fast track to accelerated growth are being encouraged to focus their efforts on establishing a clear sense of purpose, following publication of the latest Kantar Consulting research.
The Purpose 2020 report gathered insights from 20,000 consumers and 100 brands to establish that purpose-led brands had seen their valuation surge by 175% over the past 12 years, versus a growth rate of just 70% for listless brands uncertain of their role.
Interestingly while 76% of marketing head