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:
2) Lloyds Banking Group
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?