When it comes to authenticity in the purpose space, collaboration is key. In fact, 83% of brands ranked on the Fit For Purpose Index are demonstrating some form of collaboration, which is a great start.
However, with less than half of brands demonstrating robust collaboration – the true key to a meaningful purpose – there is still a lot of ground to make up until purpose-led brands are truly imbedding it into every part of their business.
- Purpose & Story: Only 15% of brands bring their purpose into the description of what makes them different
- Communications: Only 7% of brands have a coordinated social media presence that effectively promotes their purpose
- Performance: Just 3% of brands have a comprehensive set of performance indicators for their purpose
- Behaviour: Just 7% of brands have leaders who regularly speak about purpose