Businesses are more powerful than ever and people expect companies to use their power responsibly. In Kantar Consulting’s 2020 Purpose Report, Inspiring Purpose-Led Growth the company found that purposeful positioning is a key value driver.
Even so, “Purpose” is a buzz word with a lot of criticism. The report compiled proprietary studies of 587 stakeholder interviews and 20,626 survey respondents (among additional data) and determined that the journey towards “purpose-led growth had four stages”:
- Purpose as an isolated tactic
- Purpose as a societal brand promise
- Purpose as an aligned company-wide strategy
- Purpose as a business-led movement
Kantar also found that the C-level is driving brand purpose (85%) and our culture is predominantly focused on shared vision (91%).Get the full study