Hasta La Creative!

Marketers are underestimating the importance of purpose-driven marketing and corporate social responsibility to their consumers, according to new research presented at the World Federation of Advertisers’ annual conference this week in Brussels.

Global marketers surveyed overwhelmingly said that CSR will be increasingly important in building brands in the future, with 88% agreeing with that statement. However, only 46% of those marketers thought that consumers share and approve their support for good causes — when in fact 60% of consumers surveyed claimed to be looking for brands with a sense of purpose.

(For a different view on purpose-driven marketing, see Rance Crain’s column this week ) Is the Era of Purpose-Driven Ads (Finally) Over?

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