Factsheet


The results are in. Over the past few years extensive research has been done into the power of purpose.

We have curated some of the most important findings underneath. For a more elaborate list of findings you can visit Business of Purpose.

" Each of our stakeholders is essential. We commit to deliver value to all of them, for the future success of our companies, our communities and our country. "

On August 19th, 2019, the Business Roundtable (BR) issued a memo entitled “Statement on the Purpose of a Corporation” signed by 181 CEOs of leading U.S. companies from Apple to Walmart.

Higher Performance


Businesses that place purpose at the heart of their organisation outperform the markt. Evidence shows they are more capable to successfully innovate, enter new markets and introduce new products. In today's world purpose is the starting point for long term succes.

  • Purpose driven businesses outperform the market by 42% financially. (DDI World 2018)
  • 64% of people globally expect CEO’s to lead on social change rather than waiting for government intervention. (Edelman 2018)
  • 58% of businesses that prioritise purpose outgrow the market by 10% versus 42% or businesses that do not priorities purpose. (HBR & EY 2015)
  • Certified B-Corps in the UK are growing 28x faster than the national economic growth of 0.5%. Leading B-Corp FMCG brands grew on average 21% in 2017 versus 3% across their respective sectors. (B Corp 2018)
  • In 2018, Unilever’s Sustainable Living Brands grew 69% faster than the rest of the business, compared to 46% in 2017. (Unilever 2019)
  • 79% of business leaders believe that an organisations purpose is key to lasting business success. (PWC 2019)

key figures

Of business leaders believe purpose is key to succes.

Better market performance for purpose driven businesses.

Of businesses that priortise purpose outgrow the market by 10%.


Happier Employees


Having an organisational purpose has a positive impact on employees in many ways. It inspires pro-activity, sparks productivity and helps employees build more meaning in their lives. Above all, a purpose ensures higher employee satisfaction and higher retention.

  • At companies that have clearly defined and communicated how they create value, 63% of employees say they’re motivated, versus 31% at other companies; 65% say they’re passionate about their work, versus 32% at other companies. (PwC 2019)
  • 74% of people worldwide place a high value on finding work that delivers on a sense of purpose. (Imperative & LinkedIn 2016)
  • More than 9 out of 10 employees are willing to trade a percentage of their lifetime earnings for greater meaning at work. (Better Up 2018)
  • If a satisfied employee’s productivity level is 100%, an engaged employee’s level is 144%, but the productivity level of an employee that is truly inspired by the purpose of their organisation is a 225%. (Bain & Company 2015)
  • A global talent trends survey found that the highest-performing employees are 3x more likely to work for a company with a strong sense of purpose. (Mercer 2018)

key figures

Of employees are willing to trade a percentage of their lifetime earnings for greater meaning at work.

Higher than average productivy level of an employee that is truly inspired by the purpose of their organisation.

Of people worldwide place a high value on finding work that delivers on a sense of purpose.


Higher Brand Value


Research shows that in today's world the majority of customers (both B2C and B2B) expect companies to take a stand and address societal and ecological challenges. Organisations that successfully integrate their purpose into their brand can count on more loyal customers and a higher referral rate.

  • 79% of respondents said they’re more loyal to purpose brands, and 73% said they would defend them. Another 67% said they are more willing to forgive such a company for a mistake. 78% said they would tell others to buy from their companies and 73% would share content about that company. (Cone/Porter Novelli 2018)
  • Globally, 67% of people agree that it has become more important that the brands they choose make a positive contribution to society, beyond just providing a good service or product. (Ipsos 2017)
  • 64% of global consumers find brands that actively communicate their purpose more attractive. 62% want companies to take a stand on issues they are passionate about, and 52% say they are more attracted to buy from certain brands over others if these brands stand for something bigger than just the products and services it sells, which aligns with their personal values. (Accenture 2018)
  • Generation Z is 3x more likely to say that the purpose of business is to “serve communities and society” rather than to simply “make good products and services,” and they are more likely than all other generations to call on brands to make a difference by “using their voice to advocate or speak out” on the most pressing issues of our times.  (BBMG & Globe Scan 2019)
  • 70% of US consumers want to know what the brands they support are doing to address social and environmental issues. (Markstein & Certus Insights 2019)
  • People who were presented with a logo of a brand they knew was purpose driven, were more likely to associate it with words like “responsible”, “compassionate” and “ethical”. They were also more likely to remember and buy from that brand. (Porter Novelli, 2021)

key figures

Of respondents said they’re more loyal to purpose brands and 78% said they would tell others to buy from them.

Of people agree that it has become more important that the brands they choose make a positive contribution to society.

Of consumers want to know what the brands they support are doing to address social and environmental issues.

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