Beyond Profit Podcast: A Discussion with Kantar’s Leslie Pascaud

Does purpose hold the key to igniting brand growth? Kantar Consulting’s Purpose 2020 study found that brands with a high sense of purpose have seen their brand valuation increase by 175 percent over the past 12 years, compared to a median growth rate of 86 percent. However, while two-thirds of marketing leaders believe purpose delivers long-term growth, only one third of them believe purpose is regarded as a “movement” within their company. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Kantar’s Leslie Pascaud discusses the company’s purpose research, the importance of sparking a purpose movement, the challenges of identifying a purpose that is true to a brand, and much more.