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Importance and characteristics of brand purpose for B2B clients 2019

This infographic depicts how important a Brand Purpose is for B2B buyers in France in 2019.

"Brand Purpose" is defined as a businesses reason to exist, more specifically as a companys ethical and environmental code that intends to make the world a better place.

According to the survey, B2B clients are sensitive to the thematic of Brand Purpose. More transparency in the way brands operate is desired by 82 percent and 69 percent report only working with established brands that have solid references when it comes to their impact on the environment. French B2B clients report being sensitive to supply chains and ethical circuits of their provider (63 percent). Brand Purpose is an essential criteria when choosing a brand for 82 percent of the sample and 30 percent would even be ready to stop doing business with a brand, if the values do not match theirs.

What makes a good brand purpose for French B2B clients in 2019?

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Supplementary notes

*The source does not specify the date of the survey. **In addition to the 910 B2B buyers, 305 marketing professionals were assessed on different professional levels in the UK, Germany and France. For this infographic, French data has been isolated.

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