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Companies who have a higher purpose than simply making a profit are more likely to attract loyal customers. Anne Bahr Thompson notes the business case for doing good, citing statistics from a 2014 Harvard study on companies that showed that 87 percent of executives believed companies perform better “if their purpose goes beyond profit,” and 90 percent believed that business purpose increases customer loyalty. Thompson conducted her own three-year quantitative and qualitative study, called CultureQ, through which she explored with thousands of participants what customers expected from brands i
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