Brands with purpose use their unique position, expertise and capabilities to deliver on something that matters to individuals, society or the world.

The methodology: What we did

While it is important to have the right purpose in place, it’s just as important to put
it into action. To understand who is doing this best, we assessed publicly available information across 27 global criteria, from September - December 2017.

We assessed over 180 brands from the PwC 100 and the FTSE Eurofirst 100.

Our assessment criteria seek to understand the following:


The criteria: What we assess

Purpose and story

A great purpose and story is authentic, visionary and inspirational. It gives the brand focus and direction.

We review:


Using communication channels to engage your audience builds momentum and creates a movement – inspiring everyone to get involved and play their part.

We review:


Purpose needs to run deeper than just communications. It should be at the heart of the business, setting ambitions and monitoring progress.

We review:


In a purposeful company, employees are engaged and keenly contribute to the achievement of purpose-related goals.

We review: