How Do You Become a Purpose-Driven Brand?
The Purpose Power Index recently named the 20 most purpose-driven brands. The index measures commitments to a purpose beyond profit, to improving lives, and to creating a better society and world, and not just for shareholders.
The top companies on the list will likely sound familiar: The ecofriendly cleaning company Seventh Generation, owned by Unilever, claimed the top spot for the second year in a row. And charitable shoe company Toms came in second place, also for the second year in a row.
When announcing the winners during Inc.‘s Purpose Power Summit 2022 livestream event, Dynata CEO Gary Laben said, “Our audience modeling tool found that 85 million U.S. consumers are motivated by company purpose to buy goods and services, and 149 million would choose to boycott a company on the basis of its sociopolitical stance on issues.”
Additionally, it’s no secret that employees yearn to work for organizations with purpose, as people want to work for a company that contributes to society in a meaningful way. Some 70 percent of Americans say they define their sense of purpose through work, according to a recent study by McKinsey & Co.
So, here’s the latest list of organizations with purpose-driven brands.
- Seventh Generation
- Burt’s Bees
- UnitedHealth Group
- General Electric
- Panera Bread
Jill, What Can I Do?Fast Companyrecently published a great article about how to create a purpose-driven brand. Prioritize purpose and you not only have the power to make a difference for your people, but you have the potential to dramatically increase customer satisfaction and your bottom-line value.