Lynxeye Purpose Index™
Our method

Lynxeye Purpose Index™ is a global study looking into how purposeful the general public perceive companies to be. It has been carried out consistently since the first study in 2015.

Lynxeye surveys a total of 15,000 respondents in seven of the world’s largest economies about which statements they associate with certain companies and brands.

The Lynxeye Purpose Index™ ​

Since Lynxeye started measuring purpose in 2015, we have perfected our purpose index into a reliable model for global trends, summarizing the views and expectations of companies among the general public.

In the study, respondents associate companies with statements such as “Acts ethically right”, “Will have a clear role in the future”, “Is reliable”, and “Has a visionary leader”.

These associations have been selected based on factors both proven to drive preference, and on ways that companies can create positive impact for people and society.

The associations are grouped to form five purpose characteristics: Trustworthy, Visionary, Future-proof, Responsible, and Innovative.

Index scores for each characteristic add up to a purpose index score for each company, letting us rank a company as more purposeful than another according to the general public.

Expectations on companies

For purpose-driven companies that want to solve problems for people, challenges for industries and dilemmas for society, two questions become central: How do they identity which problems, challenges and dilemmas are most important to their customers? And how do they prioritize among them?

As part of our work to understand the impact and opportunities of corporate purpose, we’ve looked at which problems and challenges the general public think companies should help solve.

When designing the survey, we looked at all 17 UN Sustainable Development Goals and made sure they were covered. But we have also covered customer needs that that are often important for positioning, like simplification, quality, or accessibility.

Living up to expectations

In addition to surveying which problems are important to people, we also survey how well companies are doing in solving those problems, letting us analyze the gaps between between expectation and performance.

This tells us, for example, that fair working conditions are very important to a clear majority of people, but many respondents are disappointed in how well companies are successfully delivering on that issue.

A general pattern is a large gap between expectations and delivery on environmental responsibility, while there is generally a smaller expectation gap when it comes to technology-related challenges.

Want to know more?

We’ve measured how purposeful 430 companies and brands globally are. Your business could be among them, and your industry definitely is.

Contact us to book a meeting for a walkthrough of the results for your company, or to hear about findings for an industry or geographic market.

Contact us to set up a meeting

We love to present about the impact of purpose. We can join conferences or seminars as keynote speakers or panel participants. Contact us if your team or organization would like to listen to us!

Contact us to book a presentation