2022 Purpose Power Index


2022 Purpose Power Index

Dynata and StrawberryFrog, the world’s first Movement Thinking™ firm, partner for the third iteration of a breakthrough study measuring how consumers really think and feel about brand purpose: the Purpose Power Index™.

This 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.

Key findings from the 2022 Purpose Power Index include:

  • A significant “purpose gap” exists between how executives view their organization’s efforts versus how average employees see them

  • The shared pandemic experience has dramatically changed the public’s perception of how purpose-driven a brand is

  • Activation is key to closing the “purpose gap” between executives and lower-level employees

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