New Index — PURPOSE POWER INDEX

Welcome to the
Purpose Power Index™

Reputation Institute and StrawberryFrog announce the launch of a breakthrough study measuring how consumers really think and feel about brand purpose. Brand purpose relates to a brand’s mission in society, the higher order reason
to exist beyond making a profit.

This is the largest study ever measuring perceptions of brand purpose, based
on more than 17,500 individual ratings among over 7,500 U.S. consumers, and encompassing more than 200 different brands. The research was conducted online in the Fall of 2019.

For some of the major findings of the study please scroll below or download the Executive Summary here.

1. A new breed of brand leaders Has arrived

While the winners found in most studies of top brands are pretty predictable (e.g., Apple, Google, Amazon, etc.) the PPI identifies a different breed of brand leaders with a higher mission at their core. These leaders include brands both large and small and represent both newer disruptor brands and established incumbents. This list is noteworthy for brands associated with important and sometimes controversial social issues and movements.

2. Purpose is great for business

While the winners found in most studies of top brands are pretty predictable (e.g., Apple, Google, Amazon, etc.) the PPI identifies a different breed of brand leaders with a higher mission at their core. These leaders include brands both large and small and represent both newer disruptor brands and established incumbents. This list is noteworthy for brands associated with important and sometimes controversial social issues and movements.

3. Four factors that determine
how purpose-driven a brand iS

Our algorithm for a brand’s Purpose Power is based on strong agreement on 3 out of 4 of these statements.

4. Political affiliation is an important driver

Some have speculated that interest in brand purpose is limited to those drawn to left-leaning ‘woke’ brands — but our research found that isn’t true. People on both the left and right sides of the political spectrum give brands credit for having higher purpose.

They just credit different brands. For example, Chick-Fil-A and Hobby Lobby – both associated with religious freedom - are among the top 3 brands among Republicans, while eco-friendly REI and TOMS are tops among Democrats. Interestingly, demographics (e.g., gender, generation, income), don’t play too big of a role in which brands consumers consider purpose-driven.

5. WHEN IT COMES TO BRAND PURPOSE,
CATEGORY ISN’T DESTINY

Some may assume that because a brand competes in a less well-regarded category like fast food,
it’s at an automatic disadvantage in being seen as purposeful. The Purpose Power study shows that’s actually not the case:

6. CORPORATE AMERICA ISN’T
GETTING CREDIT FOR ITS ACTIVISM

The data shows that several brands that are taking controversial actions to improve society have yet to be recognized for it. For example, Dick’s Sporting Goods, which pulled assault rifles from its stores after the Parkland school shooting, is neither seen as very purpose-driven, nor is it very strongly associated with the issue of gun safety/rights. Similarly, Nike, famous for its support of Colin Kaepernick, is neither seen as very purpose-driven nor is it associated strongly with supporting minority rights.