If 2021 has taught us anything, it’s that our world is vastly changing – at a rapid pace. And digital and social media only put the stakes higher – where one comment or story can spread in a matter of moments. Reputation, quite simply, is built over years, but can be eroded in minutes. Brands must have a deep understanding of the marketplace, cultural and emotional trends, stakeholder demands, and a strong north star to navigate these waters successfully.
This is why we are thrilled to launch the 2021 Porter Novelli Purpose Premium Index (PPI). This study, in its fourth year, looks at the role Purpose plays in contributing to a company’s overall reputation.
Key Findings and Insights include:
- There is an 87% correlation between Purpose and reputation
- 75% of Americans say it is no longer acceptable for companies just to make money; they must positively impact society too
- 69% say they are less likely to support companies that are clearly only in business to make money
- 86% of investors say companies should work for the benefit of all stakeholders, not just shareholders
- 73% say to win their support, companies must show how they are supporting communities and the environment
There are tools and guidance available for brands to use, not only to enhance reputation, but to thrive in this new environment. The 2021 PPI unpacks the dimensions of Purpose and Reputation, as well as which levers companies can use to produce the largest reputational gains. We dive into both consumer and investor perspectives of Purpose – and how stakeholder capitalism has fully taken hold, in the household and on Wall Street. The report also indexes Fortune 200 companies by Purpose and Reputation scores, creating a year-over-year reputational benchmark.