Research News Live

2022 Purpose Power Index released

MEDIA RELEASE: May 25 2022: Presented by leading Movement Thinking™ firm, StrawberryFrog, and Dynata, the world’s largest first-party data platform for insights, activation and measurement, the “2022 Purpose Power Index” revealed substantial moves by many top brands, in the largest study to measure perceptions of brand purpose. Half of the top 20 brands in the 2022 list are new entrants, with more mainstream companies represented than ever before.   

The annual study also found a significant “purpose gap” between how executives view their organisation’s efforts to engage purpose versus how average employees see them. Merely creating a purpose isn’t effective enough; it must be clearly communicated and fully activated to positively affect sentiment and engagement.

The index comprises more than 20,500 individual ratings from over 5,500 U.S. consumers and employees, encompassing more than 200 brands from 50 industries. The research was conducted via online survey in April 2022.

  1. Seventh Generation
  2. TOM’S
  3. Zoom
  4. Allbirds
  5. AbbVie
  6. Burt’s Bees
  7. Wegman’s Food Markets
  8. USAA
  9. Tesla Motors
  10. REI
  11. Google
  12. UnitedHealth Group
  13. Pfizer
  14. LG Corporation
  15. Clorox
  16. General Electric
  17. Patagonia
  18. Panera Bread
  19. Toyota
  20. Roche

New entrants listed in bold.

“The big story here is how the shared pandemic experience has dramatically changed the public’s perception of how purpose-driven a brand is,” said Chip Walker, study lead and StrawberryFrog head of strategy.  “Pfizer is a huge purpose success story from No. 90 in 2019 to 49 in 2021 and 13 this year. Roche also sky-rocketed toward the top at No. 20.”

“The rise of electric vehicles is giving the automotive category a new sense of higher purpose,” Walker continued, “as Tesla remained at No. 9, and Toyota shot up to 19 from 52.”

For the first time, the study asked respondents to rate their own company’s commitment to pursuing a higher purpose. The study found that employee perception of working for a purposeful company very much depended on what level of seniority they held within that company. While 72% of senior management agreed “my company’s purpose motivates me to get up and go to work every day” only 45% of front-line workers agreed.

“While the ‘purpose gap’ may be troubling, we see it as a timely and helpful insight,” said Scott Goodson, StrawberryFrog founder and CEO. “It’s an important reminder to brands that embracing your purpose can’t be done in a vacuum. You need to include the entire organisation when promoting a purpose-driven effort, or you risk hobbling it.”

“It’s critical for companies not only to create a purpose and use it to motivate employees and consumers, but also to communicate their higher purpose with clarity to all levels of the organisation,” said Dynata CEO Gary S. Laben. “Only through activation is the potential of purpose fully realised. Dynata’s connected data activation solutions help companies take action on their purpose, so we collectively contribute to social progress.”

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.

New York based StrawberryFrog is the pioneer of Movement Thinking, an innovative process using the concepts of social movements to galvanise your people, build trust and belief, and help businesses thrive.

The full 2022 Purpose Power Index can be downloaded free here.


About the Purpose Power Index
The Purpose Power Index is the definitive annual report on brand purpose. Created by the world’s first Movement Thinking company StrawberryFrog, the index ranks leading brands on their “Purpose Power.” Using an algorithm that explores criteria such as the brand’s level of commitment to changing the world for the better and its intent to benefit all stakeholders, not just shareholders, the report has become a key benchmark for brands seeking to amplify their relationship with their customers.

Website: Dynata and StrawberryFrog

About The Research Society 1094 Articles
The Research Society is the peak body for research, insights and analytics professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the Research Society has 125+ company and client partners, with the number continuing to grow. The Research Society research professionals and company partners commit to and are regulated by the Research Society Code of Professional Behaviour.