Walking the Purpose Talk

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

Purpose and Story

Brands with inspiring and authentic purpose statements score, on average, 19% higher than those without. Over half of the top 20 brands in the index have ticked this box.

Communications

Brands that share thought-leading, engaging, purpose-related content on social score, on average, 20% higher than brands that don’t. Only a small percentage are doing this well.

Performance

Brands that work purpose into their business model or business strategy score, on average, 26% higher than brands that don’t. Only 13 brands out of the total 100 we ranked do this; 9 of them are in the top 20.

Behaviours

In a purposeful company, employees are engaged and keenly contribute to the achievement of purpose-related goals.