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.

56%

Addressing Needs

More than half of brands have a clearly stated purpose that addresses a world need

27%

Who You Are

27% of brands have a description of who they are aligned with their purpose

33%

Promise

33% have a promise that is closely aligned with their purpose

15%

Differentiated

Just 15% bring their purpose into their description of what makes them different

25%

What You Do

25% of brands incorporate their purpose into the description of what they do


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.

36%

Campaigns

Just over 1/3 brands do major marketing communications around their purpose or social intent

11%

Website

Just 11% of brands feature their purpose prominently across their website

19%

Sustainability Report

Under a fifth of brands feature their purpose in their sustainability report

7%

Social Media

A tiny 7% of brands have a coordinated social media that effectively promotes their purpose 10% Annual Report Only 1 in 10 brands theme their annual report around their purpose


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.

14%

Business Strategy

14% of brands build purpose and sustainability into their business strategy

22%

Sustainability Strategy

22% of brands have a sustainability strategy that aligns with their purpose

3%

Performance Indicators

Only 3 out of 100 brands have a comprehensive set of performance indicators for their purpose

19%

Business Model

Just under a fifth of brands have a business model that is shaped by a clear purpose

8%

Targets

Just 8% of brands have targets that support the organisation’s purpose


Behaviours

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

13%

Values Only

13% of brands have values that work alongside their purpose

15%

Governance

15% of brands have a high-level (C-suite) individual responsible for their purpose

7%

Leadership

Just 7% of brands have leaders who regularly speak about purpose

19%

Partnerships

19% of brands have relevant and proactive purpose partnerships

15%

Employee Engagement

15% of brands enable employees to engage in medium to long-term purpose projects