The Purpose Power Index™ is the first empirical measure of companies that activate purpose at the core of their business: among both employees and consumers. The index reveals changes in how Americans see brands during tumultuous times.
Key findings:
1) According to the their online research, which includes more than 17,500 individual ratings from 7,500 U.S. consumers, a new generation of big, small and disruptive brands are leading the way on brand purpose.
2) In times of crisis, the link between reputation and purpose grows stronger.
3) Of the top 20 purpose brands in 2021, over 50% are new compared to 2019 PPI.
4) Top 5 purpose brands are Seventh Generation, TOMS, SpaceX, GSX and Abbvie.
5) It’s simply harder to be seen as a purpose driven company in some categories like banking, energy etc.
6) The events of 2020 amplified the inextricable link between social good and the role of product in society
7) Top purpose brands are recognized has helping make not just shareholders or customers happy, but for contributing to important issues facing the world at large, several are associated with a movement.
8) The strongest purpose brands are seen as having acted their purpose - through everything from how they compensate their employees to how they behave in society – not just talk about it.
To consumers, purpose is not simply a “why” statement. It is a narrative in their minds about your entire company and how it operates and lives in the world. It is important for purposeful brands to distinguish themselves from purpose washers by focusing on the principles of clarity, action, societal stand and story telling
