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Americans view Seventh Generation, TOMS, Zoom, Allbirds, and AbbVie as the most purpose-driven brands, according to recent research from StrawberryFrog and Dynata.

The report was based on data from a survey conducted in April 2022 among more than 5,500 people in the United States. Respondents were asked to rank 200 brands in four areas: If the brand has a higher purpose beyond profits; if it is improving people's lives; if it is bettering society; and if it is committed to changing the world.

Ten of the top 20 brands on the list did not make the 2021 rankings. The newcomers include Burt's Bees, Wegmans, and Google.

Top 20 Purpose-Driven Brands

The researchers found that senior managers are much more likely than other employees to say their firm has a higher purpose that motivates them to come to work.

Senior managers are also much more likely to say their firm has a higher purpose that is meaningful to them personally and that their firm has a higher purpose that sets it apart from other brands.

A sense of purpose is not trickling down through layers of companies

Senior managers are more likely to say that they have a clear understanding of their company's purpose, that their company actively and authentically communicates its purpose, and that their company has taken actions to demonstrate that it is genuine in fulfilling its higher purpose.

Clarity, communication, and activation prevent a sense of brand purpose

About the research: The report was based on data from a survey conducted in April 2022 among more than 5,500 people in the United States.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji