WE COMMUNICATIONS RELEASES LATEST BRANDS IN MOTION GLOBAL REPORT

KUALA LUMPUR, Oct 5 (Bernama) -- WE Communications (WE) has released its latest Brands in Motion global report, “The Bravery Mandate: Make It Real”.

The data reveals growing skepticism over whether brands are ultimately delivering on their purpose and environmental, social and governance (ESG) pledges — especially in a world where volatility is the new constant.

“Despite mounting pressure, organisations must continue to be guided by brand purpose as their north star,” said WE’s EVP International Rebecca Wilson, in a statement.

“Brands that speak out and act boldly on their causes, and stay the course on their long-term plans to address larger societal issues, will gain market share and attract talent in the years ahead.”

Across the globe, stakeholders are demanding that companies step up and offer solutions to urgent challenges such as social injustice and climate change, with “cost of living” chosen as the No. 1 area where brands should be accelerating their efforts.

The expectation for companies to speak and act on large-scale societal issues is here to stay. Survey respondents see brands as one of the most important institutions for driving positive change, right after government and media.

This year’s study uncovers among others, people do not expect perfection, but they do want progress. They do not need brands to solve every problem, but they do need them to own the ones they take on.

Seventy per cent of respondents surveyed prefer that companies focus their multiyear investments on a single cause, rather than support a different issue every year.

In addition, as companies work to create solutions and share progress, they must find the right balance between showing their work and focusing on the human impact.

Partnering with YouGov, WE surveyed consumers in Australia, Germany, India, Singapore, South Africa, the United Kingdom and the United States to understand their perspectives on brand purpose.

-- BERNAMA