Dynata® and StrawberryFrog partner for the third iteration of a breakthrough study measuring how consumers really think and feel about brand purpose: the Purpose Power Index™. Brand purpose relates to a brand’s role in society, the higher order reason to exist beyond simply making a profit. 

The Purpose Power Index™ is the first empirical measure of companies that activate purpose as the core of their business. The Index studies consumer responses which underline the growth potential of purpose when activated both as a business driver, transformation framework and driver of positive change in our communities. And this year, a new audience is being measured: employees, and how they perceive and rate the purpose of the companies they work for. 

This is the largest study ever measuring perceptions of brand purpose, based on more than 20,500+ individual ratings among over 6,500 U.S. consumers and employees, and encompassing more than 200 different brands. The research was conducted via online survey in 2022.

About StrawberryFrog & Dynata

StrawberryFrog does better change management + better marketing communications by activating purpose with Movement Thinking. Find out how in our new book Activate Brand Purpose on Audible.

Dynata is the world’s largest first-party data and insights platform. With a global reach of more than 67 million consumers and business professionals, they have the industry’s highest quality data - vetted, verified, and fully permissioned with billions of data points. Past and present clients have included Starbucks, Spotify, Verizon, Havas, Pepsico, Amazon, Virgin Mobile, Bain & Company, and Edelman.