The Edge Brands Are Missing

Doing good and driving growth are not mutually exclusive. Brands can do both. And there are compelling commercial reasons why they should.

Let us explain.

78% of Brits are deeply committed to at least one cause. Brands that connect with the causes that people genuinely care about (in a considered and authentic way) can trace 21% of their brand advocacy edge and 8% of their price premium to those associations. Put simply, consumers feel more emotionally connected, are more likely to recommend your product, and they’re prepared to pay more for it. It’s the win-win that every brand should be striving for.

Those that are ahead of the curve on this are already winning; they’re not just doing good, they’re growing. Given the uncertain and turbulent times we’re in, this carries weight. Whilst it can feel risky to speak out about certain causes, especially given the level of polarisation within Britain, there’s a cost for staying silent. It can be the difference between brand growth or stagnation.

This isn’t about transformation; it's about edge. A measurable, compoundable competitive advantage that most brands are currently leaving on the table.

In this report we delve into the evidence behind this. We explore what causes people care about and what they expect from brands, as well as best-in-class examples of the brands who are already doing this well. Finally, we’ll leave you with our learnings and recommendations on how you can uncover your path to finding your edge.