AMA New York Brand Purpose Study reveals purpose goes beyond consumer demand, increasingly influencing major B2B purchasing decisions and pricing
According to new research among U.S. business buyers, nearly three-quarters indicate that they have purchased from a company because of its purpose-driven business standards, and 80% say they would pay a premium for brands that demonstrate meaningful purpose-driven commitments.
As companies reassess purpose programs amid a shifting geopolitical landscape, the research suggests that purpose remains a meaningful commercial differentiator, particularly in B2B markets where larger, higher-value purchasing decisions are increasingly tied to perceptions of corporate responsibility and authenticity.
KEY FINDINGS:
- Purpose drives business buying. Nearly eight in 10 (79%) business buyers say a company’s purpose has influenced a purchasing decision, with 38% saying it does so often. This is more than double the rate reported by consumers.
- Purpose commands a premium. Four in five business buyers are willing to pay more for purpose-driven brands, with buyers reporting an average willingness to pay 13% more than a similar survey in 2021.
- Big-ticket buyers are most influenced. Purpose-based purchasing is most common among buyers under 40, diverse buyers, college-educated decision-makers, employees at larger companies (more than $10 million in revenue), and those making $100,000+ purchases.
- Sustainability leads. The social issues most likely to influence B2B purchasing decisions are sustainability, employment practices, corporate citizenship, DEI, and racial equality.
- Actions matter more than messaging. Business buyers say social responsibility, community support, transparency, and demonstrated action are stronger purchase drivers than corporate statements or marketing campaigns alone.
ABOUT THE RESEARCH:
The study was released by the American Marketing Association – New York, and conducted by Charney Research and Toluna. It surveyed 306 U.S. business buyers, 459 U.S. marketers, and 503 U.S. consumers to understand evolving attitudes toward brand purpose and its impact on purchasing behavior.
FUTURE OF MARKETING: SUSTAINABLE SOCIAL RESPONSIBILITY WEBINAR
Date: Tuesday, June 23, 2026
Location: Zoom | Webinar
Time: 12:00 – 1:00 PM EST