Porter Novelli

Introducing Purpose Perception: Porter Novelli's Implicit Association Study

Blog

Purpose is more than a marketing tactic; it’s much more than a term thrown around at conferences. It is something that is so deeply embedded into our experience with and perception of a brand that it becomes a feeling. We can’t see it and sometimes we can’t even articulate it, but we know it’s there. Purpose is complex and deep, and it’s more emotional than it is rational. And, at the heart of Purpose is the complex truth that consumers overwhelmingly gravitate toward it.

How do we know this?

Did Super Bowl LV Fumble on Purpose?

Blog

Even before the big game, there was an enormous scrutiny on how brands would choose to show up in the light of this immensely difficult time we are in as a nation. Would companies choose this as a moment in time to lean-in on pandemic PSAs – or perhaps show receipts on racial justice commitments announced in 2020? Would they give thanks to front line employees – or showcase an evolving approach to Purpose?

A Black History Month Love Letter From Under Armour

Blog

This week marks the beginning of celebrating Black History Month, and companies across all sectors are in full swing of month-long activations. But celebrating Black excellence and fighting against racism does not start or stop in February. These topics require long-lasting commitments that start from the inside out. Today we highlight how one company’s established works have come to fruition this month to create impactful change in a local community.

Introducing Porter Novelli's 2021 Business of Cancel Culture Study

Blog

Years ago, one voice may not have gained too much traction – it may have moved forward for a bit, or floundered before reaching too many ears. Yet, today, because of social media, a voice can carry. Now, collective voices spreading like digital wildfire can sway public opinion. One misstep or wrong word from a person, a celebrity or brand can put that entity in a social media maelstrom – where mutual disapproval puts that entity on the outs. It’s a phenomenon that has come to be known as “cancel culture.”

Executives Called to Flex JEDI IQ, Yet Again

Blog

Just days into the new year and American executives are yet again being asked to flex and increase their justice, equity, diversity and inclusion (JEDI) IQ. The events of the last two weeks have further solidified the need for corporate executives – and the companies they lead – to address the realities of serious and deeply rooted inequity, systemic racism and bias in the United States.

2021 Ushers in a New Era of Corporate Activism

Blog

In wake of last week’s insurrection at the United States Capitol building, we are seeing a new wave of corporate activism emerge. In the past, it was standard operating procedure for brands to steer clear of the political conversation altogether. And while in recent years we’ve seen companies take stances on political issues – such as access to voting, social justice and climate change – they would often stop short of calling out individual politicians or blocking resources to persons inciting hate and violence.

Corporate America Uses Its Voice to Fight for Democracy

Blog

Wednesday marked a dark moment in U.S. history. The iconic essence of our democracy, the United States Capitol Building, was attacked and defiled. The events of this week also shined a brighter spotlight on the deep wound racism and systemic oppressive injustice leaves on our nation, and still persists today. With no shortage of historic moments in the past year, companies have been called upon again and again to lean-in on issues and participate in important, while often uncomfortable, conversations.

2020's Top 10 Trends in Purpose

Article

2020 was undisputedly a year like none other. What started off with widespread wildfires in Australia was soon eclipsed by the COVID-19 pandemic, followed in quick succession by economic uncertainty, growing racial inequity and unrest, political divisiveness – and the most active hurricane season on record.

Companies Refocus Efforts on Essential Workers, but More Support Is Needed

Blog

As the United States breaks the record for most deaths in one day this Wednesday, the strain on healthcare and essential workers has become immense.

Companies All-In on #GivingTuesday During Uncertain Year

Blog

With the economic strain of the pandemic causing people to give less and in different ways, events like GivingTuesday are even more important than ever. While point of sale donations may be seeing a decline, the virtual nature of GivingTuesday means individuals can donate from their laptops or in their homes, which is especially important as COVID cases rise.

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