How brand generosity boosts business in the post-purpose world

Has our industry been defeated by cynicism?

The dawning of the post-purpose era suggests brands will abandon causes and stop aiming to ‘do more’. While announcing Unilever’s decision to stop “force fitting” purpose into all of its brands, CEO Hein Schumacher admitted that “the debate around sustainability and purpose has arguably generated more heat than light”.

The shift is understandable, but where does it leave us? If the pendulum swings too far the other way, brands risk becoming impersonal entities that do nothing more than sell things. That doesn’t feel good for long-term business, everyday people or our industry’s ability to inspire.

Academic research suggests generosity is so powerful that it has played a key role in our evolution and survival as a species. We all see the positive effects of generosity in our personal and professional lives, so why shouldn’t it have a transformative impact for brands too?

To find out what generosity might look like for brands and how it could impact business, Fold7 recently partnered with YouGov to survey 2,000 people on the topic. The findings of the resulting report are striking.

Can generosity be a difference-maker for brands?

There is a near-perfect alignment between what people see as brand generosity and what their considerations are when making a purchase. Acts of ‘honesty with customers’, ‘exemplary customer service’, ‘treating employees well’ and ‘rewarding customer loyalty’ are the top-voted answers for both questions, suggesting brands that act generously will be front of mind for consumers.

But what became clear as we digested the results is the difference in how people perceive generosity depending on their age. Those aged between 18 and 24 stand apart by valuing ethics and causes above most other factors, while people aged 44 and above are generally more focused on loyalty and honesty towards customers.

If brands can recognise these variations and tailor their acts of generosity accordingly, the rewards are significant. When people are asked how they respond to brands that act according to their age group’s definition of generosity, their consideration to purchase goes up between 7% and 11%. There is no one-size-fits all ‘generosity policy’, but when nuance is applied, the benefits are clear for both the consumer and the business.

Are brands letting the public down?

The importance of nuance does not end with age. Keen to uncover sector-specific insights, we assessed how views on generosity varied across air travel, banking, fitness, quick service restaurants, snacks, spirits and tech. Above all, we were struck by the amount of people who don’t feel any companies are doing more for them as customers. In some sectors, as many as 79% voted this way, showing that almost any well-considered act of generosity is likely to have a noticeable impact in the current climate.

The older generations are the least likely to recognise brand generosity in nearly all sectors. It seems as if brand expressions of ‘doing more’ and going the extra mile are typically designed to court younger consumers. This leaves older people feeling rejected by brands – prompting the question of whether our industry should do more to reconnect with older consumers.

With so much to unpack from the findings, we distilled our conclusions into five top tips, starting with the most important of all: Thou shalt be honest. To find out how the spirit of generosity could be the way forward in the post-purpose era, check out the full report here.