The role of brand ‘purpose’ in driving business growth in the post-pandemic economy

7 September 2020 | 3 min read | News
Paul MacKenzie-Cummins
Paul MacKenzie-Cummins

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Original research conducted and published in September 2020.

The world has changed, some might say immeasurably, since the outbreak of the coronavirus pandemic. Strong economic growth the likes of which hasn’t been seen for a century or more has been abruptly replaced by a paralysis that has left few, if any, sectors left unscathed.

Yet against this backdrop and the uncomfortable consequences that recessions bring with them, namely unemployment and the loss of many businesses, the pandemic has prompted many business leaders to take a step back and really think about why their organization does what it does. What is its purpose, what does it stand for and what – if anything – makes it stand apart from others in its space?

These are just some of the questions we sought the answers to when we engaged over 500 business leaders from across the UK to take part in an original market research project that sought to address the role of brand ‘purpose’ in the post-pandemic era.

We asked:

    1. Does your business have a clear and defined ‘brand purpose’?

    2. Do you believe the global pandemic will accelerate the move to a more purpose-led society?

    3. Why do you believe will lead this change?

    4. Amidst the recession, do you believe businesses will start to prioritise profit over social purpose?

    5. Would you choose a supplier with a clear social purpose over one that doesn’t have one?

    As has become customary with all research we do at Clearly, we have incorporated the results of other relevant research where we feel it can add greater value to you, the reader. In addition to our results, you will also see those from the likes of Accenture, Quartz, Deloitte and more.

    If you have any questions about what you read within the whitepaper, please feel free to send them to Paul MacKenzie-Cummins, Founder & Managing Director at Clearly. you can reach him at

    Thank you for reading.

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