The impact of backing social causes and having mission statements for consumer brands

A professor in marketing has told Tom Elliott there is no doubt a social conscience and mission statements help brands attract buyers in 2022.

Tom Elliott admits he finds it hard to believe many people are swung on purchasing products based on the company’s stance on social issues.

“When I was young, products were simply assessed on what they could do and what they cost,” he said.

“It wasn’t required the brand had a “higher” purpose, but that is now apparently important!”

Professor Jana Bowden, from Macquarie University’s Business School, said it was a key issue for many consumers.

“Things have definitely changed,” she said.

Press PLAY below to hear her explain