Who cares about purpose? Identifying consumer segments for social purpose branding

Given the increasing variance in consumer responses to social purpose branding (SPB), this research investigates the role of segmentation in enhancing the efficacy of SPB. Adopting a mixed-method approach, a latent cluster analysis was conducted on a representative sample of 312 Australians, followed by 14 in-depth interviews with participants from each identified segment. Using social identity theory, four segments were identified, outlining differences in consumer responses to SPB: Change Advocates (21.51%), Selective Supporters (26.06%), Tradition Defenders (39.6%), and Critical Evaluators (12.83%). Bridging gaps in knowledge regarding variance in consumer responses to SPB efforts, this study underscores a novel segmentation framework to guide SPB strategies and messaging by outlining distinct segment characteristics and identity-based mechanisms. Tailored recommendations for each consumer segment are provided to maximise resonance with SPB messaging and enhance brand and societal outcomes. A detailed agenda for future research is offered to direct ongoing investigations in social purpose branding.