According to London-based agency Radley Yeldar’s second Fit for Purpose report (an index of the 100 top purpose-focused global brands) 83% are showing strong collaboration across the board – from competitors to peers to start-ups to employees to consumers.
The agency assessed publicly available information across 27 global criteria, between May–June 2016 to determine how many companies have a purpose statement and how many companies act on their purpose statement.
Brands were assessed on four criteria: purpose and story; communication; performance and behaviors.
According to this year’s survey, the top 5 brands were:
1) Unilever
2) Lloyds Banking Group
3) Philips
4) British Land
5) Novo Nordisk
Brett Simnett, Investor Engagement Director said,
Too frequently, we see purpose statements that aren’t backed by evidence of integration at a deeper level. Whether that’s a failure to link purpose to the business strategy or a disconnect between purpose and the business model, what is lacking is a clear link between words and actions. How can business strategy, sustainability strategy, targets and goals all play a role in achieving purpose?
