German consumers increasingly prioritize companies' ethical values and authenticity in their purchasing decisions. 58% of German consumers and 72% of Generation Z say their purchase decisions are driven by a company's values and authenticity. Consumers also see themselves as stakeholders who can influence companies' stances on issues. 64% of German consumers believe their actions can shape company policies. Companies are expected to be transparent about what they stand for in their words and actions. Those that do not risk losing customers, as 52% of disappointed German consumers will criticize brands and 43% will stop purchasing from them. The report concludes that developing a clear sense of purpose has become essential for companies to differentiate themselves and build competitive advantage.

1. THE RISE OF THE
PURPOSE-LED
BRAND
GERMANY
FROM ME TO WE

2. From Me to We: The Rise of the Purpose-Led Brand
CONSUMERS TAKE CONTROL
2Global Consumer Pulse Research 2018
Companies looking to build competitive
agility need to find new ways to stand apart.
Consumer expectations for alignment with
their personal values create an opening for
companies to build relationships that are:
58% of German
consumers
say, their purchasing
decisions are driven
by a company`s
ethical values and
authenticity.
For generation Z it is
even 72%.
Authentic Meaningful
Long-Lasting Profitable

3. From Me to We: The Rise of the Purpose-Led Brand
CONSUMERS ARE MORE THAN BUYERS
3Global Consumer Pulse Research 2018
Consumers aren’t just buyers anymore.
They are critical stakeholders with
multiple roles:
64% of German
consumers
believe their actions can
influence a company’s
stance on issues of
public concern.
Brand sustainers
Brand shapers
Brand influencers
Brand co-developers
Brand investors

4. From Me to We: The Rise of the Purpose-Led Brand
GERMAN CONSUMERS DEMAND AND TAKE
ACTION
4Global Consumer Pulse Research 2018
Consumers are voicing their
opinions and beliefs as never
before. They expect brands to
follow suit and continually assess:
• What a brand says
• What it does
• What it stands for
Companies that don’t step up with
purpose-led brands pay the price.
When German
consumers are
disappointed
by a brand’s
words or
actions on a
social issue:
52%criticize
43%walk away
23%never come back
Read the report

5. From Me to We: The Rise of the Purpose-Led Brand
THE RISE OF THE PURPOSE-LED BRAND
5Global Consumer Pulse Research 2018
Price, product quality and customer
experience are important purchasing
considerations. But they’re now table stakes.
Companies looking to build their competitive
agility need to find new ways to stand apart.
Purpose has become a
key brand differentiator.
What attracts German consumers to one brand over another?
42%culture
64%transparency
67%treatment of
employees
64%sustainability
51%ethical
values
Read the report

6. From Me to We: The Rise of the Purpose-Led Brand
NOT ALL BRANDS ARE CREATED EQUAL
6Global Consumer Pulse Research 2018
Purpose can make a
bigger difference to…
• Mature markets
• “Experience” product
categories
• Younger customer
segments
These factors influence the form a purpose might take—and how
(and even whether) it will affect their competitiveness.
Purpose is less
important to…
• Emerging markets
• “Utility” product
categories
• Medium-aged
customer segments
Read the report

7. From Me to We: The Rise of the Purpose-Led Brand
ACTIVATING PURPOSE
7
Understanding how to instill a sense of
“brand belonging” through a clear and
relevant purpose is quickly becoming a
prerequisite for competitiveness.
Three guiding principles set purpose-
driven brands apart.
BE HUMAN | BE REAL | BE CREATIVE
Global Consumer Pulse Research 2018
Read the report

8. From Me to We: The Rise of the Purpose-Led Brand
ACTIVATING PURPOSE: BE HUMAN
8Global Consumer Pulse Research 2018
• Involve the brand ecosystem
(employees, customers and other
stakeholders) to identify shared values
• Establish emotional connections by
actively communicating
• Learn to say “I’m sorry.”
51%
of consumers find brands
that actively communicate
their purpose to be more
attractive
31%
will give brands a second
chance if they apologize
Read the report

9. From Me to We: The Rise of the Purpose-Led Brand
Standing for everything means
standing for nothing. German
consumers don’t fall for insincere
attempts to pull at heartstrings.
They reward authenticity,
transparency and outspokenness.
64%
of German consumers find
transparency to be one of a
brand’s most attractive
qualities
57%
are influenced by the words,
actions and beliefs of a
company’s employees
ACTIVATING PURPOSE: BE REAL
9Global Consumer Pulse Research 2018
Read the report

10. From Me to We: The Rise of the Purpose-Led Brand
Can consumers co-develop
products and services?
Can they act as sales partners
through channels they control
or influence?
Can they participate in
crowdsourcing schemes to fund
new innovations?
Can they invest in a company’s
growth in exchange for certain
perks?
Can they… ?
Since consumers have a real stake
in a brand’s success, it’s time to
rethink engagement models.
Companies should focus less on
investing for customers and more
on investing with their new
ecosystem partners to drive
competitive agility.
ACTIVATING PURPOSE: BE CREATIVE
10Global Consumer Pulse Research 2018
Read the report

11. There’s virtually no limit to
the roles consumers can
play—or the value they can
provide. Ask them.

12. From Me to We: The Rise of the Purpose-Led Brand
READ THE REPORT AND
CONTACT ACCENTURE
STRATEGY EXPERTS.
@AccentureStrat
www.linkedin.com/company/accenture-strategy
12Global Consumer Pulse Research 2018
www.accenture.com/BrandPurpose-DE
About the Research
In 2018, Accenture Strategy conducted the
14th annual Global Consumer Pulse Research
to gain an understanding of current global
consumers’ preferences, beliefs and behaviors.
The goal was to identify how consumer
expectations are evolving—and how companies
can capitalize on that evolution to achieve new
levels of growth and competitive agility.
Our online survey of 29,530 end-consumers
(including 1,500 in France) in 35 countries was
conducted between August 1 and October 16,
2018.
Read the report