Which percentage of consumers consider a company's purpose when making a purchase decision?

A study conducted by Razorfish in conjunction with VICE Media found that 82% of consumers make

purchase decisions with a brand’s purpose in mind. This indicates that a significant majority of

consumers consider a company’s purpose when deciding whether to buy their products or services.

The study highlights the importance of brand values and authenticity in influencing consumer

behavior, with a particular emphasis on the impact of purpose-driven purchasing among younger

generations like Gen Z.

Reference: = The Razorfish study titled “The Truths, Myths and Nuances Behind Purpose,” which

discusses changing consumer attitudes toward brand purpose and its role in purchase decisions1.