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.
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.
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.
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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