Leading Movement Thinking™ firm, StrawberryFrog, today announced that the results of their annual ranking of the top purpose-driven brands will be revealed at the 2022 Purpose Power Summit, co-hosted by Inc. Business Media and set for May 24th. The report entitled The 2022 Purpose Power Index (PPI), is the marketing industry’s definitive look at how brands stack up in their efforts to add meaning to their identities and deepen their relationship with customers.
The study is based on individual ratings from U.S. consumers, assessing more than 200 brands. This index diverges from traditional brand or trust tracking indexes in that it focuses on the power of purpose in a way that reflects on people’s willingness to buy from or work for companies.
“At no time in the past has purpose been as essential for brands as it is today,” said StrawberryFrog founder and CEO, Scott Goodson. “With global turmoil and consumer apathy growing, brands recognize that they need to stand for something authentic and meaningful, or risk becoming irrelevant to their key stakeholders.”
StrawberryFrog Head of Strategy, Chip Walker, added, “We see the index as a great way to ignite a spark within an organization and get people talking about the essential beliefs that motivate their own businesses. Having a purpose-driven organization is not just about picking a cause to stand behind. It’s a soul-searching look at your brand’s DNA to uncover what really drives customers to become loyal advocates. And it all starts with inspiring executives to have these kinds of deep and thoughtful conversations.”
The report will be presented at StrawberryFrog’s signature virtual conference, The Purpose Power Summit, with co-host Inc. Business Media, publisher of the Inc. 5000, Inc.com and Inc. Magazine. Dyanta, a new research partner, data activation and insight platform, conducted the fieldwork for the PPI research.
The Summit will feature a diverse lineup of fireside discussions covering everything from the impact an authentic brand purpose can have on an organization’s internal culture and bottom line ROI, to the importance of activating purpose internally as well as externally, to how upholding purpose helped organizations weather the challenges presented by the past year.
Speakers include: Dr. Anish Shah, Managing Director and CEO of Mahindra Group, a technology & innovation-led, global federation of companies; Glen Tullman, CEO of Transcarent, a consumer-directed health care platform; Viraj Puri, co-founder and CEO of urban agriculture company, Gotham Greens; Hubert Joly, the former Chairman and CEO of Best Buy and author of, The Heart of Business; Ranjay Gulati, Professor of Business Administration at the Harvard Business School; Bill Rogers, CEO of Truist, a purpose-driven financial services organization; Ramon Soto, CMO of Northwell Health medical centers; Amanda Baldwin, founder and CEO of cosmetics and skincare brand, Supergoop!; Gina Bartasi, founder and CEO of Kindbody, making fertility services more accessible; Anushka Salinas, COO of fashion rental and retailer brand, Rent the Runway; Francine Katsoudas, EVP and Chief People, Policy & Purpose Officer at Cisco; and David Heath, the Co-Founder and Chief Executive Officer of Bombas.
“We believe exploring brand purpose and highlighting those who understand the power of it is incredibly important to success. And nowhere is that exploration more accessible than at the Summit,” said Inc. Business Media Editor-in-Chief, Scott Omelianuk. “Hearing stories of brand transformation from global business leaders is an invaluable opportunity. Regardless of your business size, stage or sector, attendees will walk away with learning crucial to their own organizations.”
“Leading authentically with purpose drives everything we do at Dynata,” said Dynata CEO Gary S. Laben. “For us, a prime example of that is our ‘data for good’ initiative. Additionally, by leveraging our biggest asset — the world’s largest set of first-party data — we not only help companies make more informed decisions, enabling them to create more purpose-driven brands, but we also help them activate their purpose.”
StrawberryFrog is the global authority in activating purpose with Movement Thinking™ and creativity, headquartered in New York’s Empire State Building. They are the pioneers of Movement Thinking™, an innovative process using the concepts of social movements to galvanize your people, build trust and belief, and help businesses thrive.
For more information, including how to register for the 2022 Purpose Power Summit, visit here.
Source: Strawberry Frog
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