Reputation. It takes years to build but only seconds to erode. And never has that been truer than in 2020. This year we learned just how important brand reputation is, and how swiftly it can shift. With COVID-19 communications missteps, hollow performative statements and #CancelCulture taking over newsfeeds, marketers witnessed a tumultuous year in the world of brand reputation. Yet at the same time, we all have something to learn from the past year and how it has underscored not only reputation, but also the importance of authentic and impactful Purpose communications.
We are thrilled to present the 2020 Porter Novelli Purpose Premium Index. This study, in its third year, looks at the role Purpose plays in contributing to a company’s overall reputation. The report unpacks the dimensions of Purpose and reputation, and how that factors into overall performance. It also indexes Fortune 200 companies by Purpose and Reputation scores, creating a year-over-year reputational benchmark.
Perhaps just as important as what has changed in 2020, is what hasn’t. Unequivocally, consumers are mandating that companies lead with Purpose and positively impact society. Our research indicates Purpose didn’t wane in the face of uncertainty, but quite the opposite, companies who leaned-in on their Purpose were rewarded reputationally – creating the Purpose Premium.
