1. SOCIAL MEDIA
PHOTOS
FAC E B O O K TWITTER
LIKES FOLLOWERS
Does your
brand speak
human?
UNIQUE WEBSITE
VISITORS
2. Brands that succeed today
have a unique “human purpose”
and use that purpose to play
a meaningful, active role in
people’s lives. By looking at the
intersection of purpose and
acts, the HumanKind Quotient
research proves this to be true.
RESEARCH SCOPE PURPOSE
“This brand never loses sight of what
it’s supposed to be.”
“This brand understands how people
COUNTRIES
can get the most out of it.”
“This brand has a soul.”
PEOPLE
ACTS
“This brand does things that impact
BRANDS
people’s lives in positive ways.”
“This brand does other things to connect
with me beyond advertising.”
C AT E G O R I E S
3. Brands that speak human have
real conversations with people.
They speak with honesty, humanity, intrigue And, around the world, people define
and humor. They speak the language of people. what it means to be a HumanKind brand in
And, by the way, they deliver two times the almost exactly the same way. It translates
market share vs. competitors. to a language that everyone understands –
marketplace performance.
When brands begin with a real human purpose,
it leads to more open and authentic relationships When a brand combines human purpose
with people, because their focus is on what and acts, it earns the new currency of
the brand can really do that’s of value for people. effectiveness today – the currency of populism.
But what is most exciting is the power brands
Once a brand has established a clear human
can wield when they use it to write brilliant
purpose, it has to live it. Only brands with a clear
human stories – to really speak with people.
purpose that live that purpose through acts
speak this language, and can rightly be called
HumanKind brands.
These are the brands that will lead
So how do we measure our fluency in this new the conversation of the 21st century.
vernacular? How do we understand if we’re
speaking human with competence or letting our The brands that speak human.
words get lost in translation?
The HumanKind Quotient is a new, more relevant
way of proving that speaking human converts to
real brand equity.
MORE MARKET M O R E L OYA LT Y
SHARE