16 People want brands to succeed. In fact, WE’s research finds that brands’ most ardent fans most want companies to show their work. These purpose patrons strongly believe companies should speak and act on societal issues. They want companies to take bold action to make the world a better place, and they are demanding concrete evidence of progress because they care so much. The Purpose Personas Purpose Patrons: 38% Purpose has a high influence on purchase and advocacy. Matters to Me: 32% Takes a passive view on purpose overall—except for issues with personal relevance. Purpose Cynics: 30% Believe it is not the role of brands to comment or act on societal issues. Purpose Patrons Demand Transparency “Brands should be transparent in communicating and informing the public on what they do in response to current and emerging issues in society.” Purpose Patrons: 88% Matters to Me: 62% Purpose Cynics: 68% Purpose patrons also favor practical goals more than other consumers do. This is not the contradiction it might seem. Purpose advocates have a very grounded and sophisticated view of how to address the world’s problems. They understand that if every organization takes responsibility for its own actions—from reducing the emissions in its supply chain to relating to a diversity of stakeholders—we will go a long way toward solving the world’s problems. There is a lot of untapped potential in this group. A company that spotlights its hard work and documents its progress, showing precisely what it is doing for a cause, will win over an influential audience.