Finding the key to what makes a business truly purposeful has been a long process. We started measuring our Purpose Index™ back in 2015 when we couldn’t find a study that fulfilled all our requirements. Since then, we have perfected our index into a reliable model that summarizes the general public’s views and expectations of companies.
A global purpose study
8
markets
17,000
respondents
550
brands globally
A verified competitive advantage
Purpose-driven brands are strategically positioned to win. We can confidently conclude that purpose has clear business effects. We have measured purpose since 2015 and this year’s study has nearly 17,000 respondents and 1,000 observation pairs for correlating purpose and different types of impact.
Explore the data—Our work tells us that organizations where purpose is successfully embedded enjoy more consistent growth and greater success when it comes to business transformation, innovation efforts and brand development.
A window of opportunity
2024 presents a favorable landscape for investing in purpose-driven strategies thanks to a number of macro factors.
Consumers are willing to pay a premium of at least 12% for minimized environmental impact.
Top 50
We surveyed the public in eight markets around the globe, including the world’s six largest economies, to find the most purposeful companies from Fortune 500 Global.
Industry benchmarks
The study also covers large corporations and a selection of brands from certain industries and categories in each market, representing industries and categories that we know from experience are often highly purpose-driven.
Purpose in practice
At Lynxeye, we know that purpose is an excellent strategic approach no matter what the next step for your business is. We asked six of our experts to share their view on how to best utilize purpose.
Strategy
Direction and strategy with purpose
Brand development
Use your brand to manifest your purpose
Growth opportunities
Navigating growth opportunities with purpose
Products and services
Purpose-led value propositions
New customers
Purposeful connections
Transformation
Purpose to secure successful transformation
Strategy
Direction and strategy with purpose
Eva Öjert explains why purpose is the best approach to corporate strategy and will provide competitive edge.
Brand development
Use your brand to manifest your purpose
Cecilia Hansen describes how brand and customer experience can be a unique manifestation of your purpose and highlight the value you bring to customers.
Growth opportunities
Find growth with purpose
Andreas Kåreby tells how purpose can be a way to achieve growth by uncovering the right business opportunities.
Products and services
Purpose-led value propositions
Fran Merino explains what purpose can bring to innovation and creating new offerings and value propositions.
New customers
Connect with the help of purpose
Johan Snällfot knows why purpose is a superior way to build values-based customer relationships.
Transformation
Purpose to secure successful transformation
Anna Björk describes how purpose can facilitate change and transformation in your organization.
Curious about purpose?
Reach out and let's explore your opportunities together
Explore the data
We measure both Purpose Index™ and additional metrics related to performance, such as talent attraction and preference, continuously over the year.
Reach out to get your results and gain insights that you can share with your team to initiate purpose discussions.
Meet with us
We love to meet with companies, share what we have found when measuring Purpose Index™ and performance metrics, and discuss what the results mean for companies and industries.
Reach out to book a meeting where we walk your team through our findings.
Listen to us
Our team of experts have extensive knowledge and experience of not just researching purpose, but activating it for companies and brands to improve business performance.
Reach out about speaker requests for our senior team members for your strategy days, panels, seminars or conferences.
Let’s workshop!
We offer a workshop format where we mix experience, knowledge and inspiration to facilitate leadership discussions on purpose and where to embark next.
Reach out to get more information about the workshop setup and to see if your company qualifies.
