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Trend Time: Why Marketing Your Brand’s Purpose is so Powerful for Your Bottom Line 

What’s your brand’s purpose? How can it help you create deeper connections with your customers, building trust and loyalty? This week’s Trend Time has all the insights you need to communicate your brand’s commitment to social causes, and grow revenue in the process.  

Meredith Cunningham Published: September 27, 2022

Leading with your brand’s noble mission can help deepen relationships and grow revenue. A recent study from ZenoGroup found that 94% of global consumers feel it’s important to engage with brands with a strong purpose – like advocating for social justice, helping at an animal shelter, or donating to food banks.  

On top of that, 76% of consumers say that when a company leads with a purpose, they are more likely to trust and be loyal to that company.  

Leading with purpose is also an important factor in influencing purchases and impulse buys, as seven in 10 will purchase from a purpose-driven company over another when the cost and quality of two products or services are similar. 

But, only 37% of these same consumers feel that companies and brands have a clear and defined purpose.  

What can your brand do to communicate your purpose and grow revenue in the process? Advertising, native articles, and videos are all key factors at play – and TEGNA can help.    

At TEGNA, our purpose is to serve the greater good of our local communities. As a Digiday Greater Good Awards winner, we have a wealth of purpose-driven opportunities your brand can align with – whether it’s helping the environment, providing disaster relief, or fighting back against hunger.    

Sound Good?  

Visit to contact us and learn how we can help your brand lead with purpose and serve the greater good of your community. 

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