Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How Much Does Corporate Responsibility Guide Consumer Buying Decisions?

Many consumers rank corporate purpose as a top factor

Consumers have heightened expectations about corporate responsibility, but product quality and cost are still more powerful drivers when it comes to actual purchase decisions.

A survey of US consumers by Cone Communications and Porter Novelli found that "purpose-driven brands" have a variety of advantages, with 88% of respondents saying they would buy from them, while 85% would "support that company in their community," and 68% said they would work for that company.

When making a buying decision, 41% of respondents said product quality was the primary brand attribute driving their buying, and 39% said cost was the most significant factor.  By comparison, 20% said a brand's purpose was the most critical attribute. 

Similarly, cost and quality outranked purpose when respondents considered whether they would tell others to buy from the company.  

But the fact that a significant minority of consumers weigh purpose so heavily indicates the broad mandate for brands to look beyond their basic operational focus. Top issues of concern identified by the respondents included privacy and internet security (86%), domestic job growth (86%) and access to healthcare (85%). 

A fall 2017 YA report that found that a brand’s relationship with charitable organizations has at least some impact on purchase decisions. Similar to the Cone/Porter Novelli data, the YA survey found a smaller percentage sharply focused on brands' philanthropy, but the topic clearly affects buying attitudes.