Confirming the belief

  • 80% of people surveyed globally believe that companies can play a leading role in solving society’s problems while still making profits’ (Edelman)

A better company performance

  • 91% of respondents who believe their organization have a sense of purpose report strong financial showing in business over the past year (Deloitte)
  • purpose values-driven companies outperformed their counterparts in stock price by a factor of 12 (Kotter & Heskett)
  • Meaningful brands have outperformed the stock market by 190% over a 15-year period between 2006 en 2022 (Havas)

Deeper Customer relations

  • 72% of global consumers would recommend a company with a purpose over one without (Edelman)
  • Meaningfulness in brand marketing can increase share of wallet by up to nine times (Havas)

Employee satisfaction

  • Employees who say their organizational purpose is ‘known and understood’ are 51% more likely to be fully engaged than those that don’t (Modern Survey)
  • 83% named purpose among their top priorities for offering meaning in daily work, and many feel a shared sense of purpose contributes heavily to employee satisfaction (PwC)


  • 60% of millenials want to join companies with a purpose that is embedded in the business  strategy (Deloitte)
  • 78% of millennials only wanted to work for an organization with purpose and 69% would leave their company for a similar one that was more purpose driven (Kin & Co)
  • 88% of CEOs and 90% of MBA students stated that a business must have a clear purpose beyond profit to a attract NextGen talent (Cranfield School of Management)

Confirming the challenge (Havas, Meaningul brands)

  • People wouldn’t care if 74% of the brands they use every day disappear
  • Less then 27% of the brands we use notably improve our quality of life and well being
  • Only 57% of brands worldwide are trusted