NEW YORK, Nov. 14, 2018 /PRNewswire/ -- Purpose is one
of three critical dimensions of overall reputation, according to
the 2018 Porter Novelli/Cone
Purpose Premium Index: How Companies Can Unlock Reputational Gains
by Leading with Purpose. The study, examining consumer
perceptions of the top 200 companies in the U.S., also finds
Purpose and Reputation are intrinsically linked.
The research revealed there is a strong correlation between
Purpose and Reputation as these scores moved together for nearly
nine out of every 10 companies (88%) ranked. In fact, of the top 10
leaders named on both the Purpose and Reputation lists, four
companies landed on both lists – Amazon, UPS, Colgate-Palmolive and
Alphabet. The top 10 Purpose-driven companies, according to
consumers, included:
- Amazon
- UPS
- Community Health Systems
- Disney
- HP
- Johnson & Johnson
- Cardinal Health
- Alphabet
- Kraft Heinz
"As we've seen repeatedly in 2018, corporate reputation is
painstakingly curated, carefully protected and easily lost. When it
comes to reputation scores, every point up or down matters to both
the consumer and also affects long-term business performance and
value," says Justin Greeves,
Executive Vice President, Global Research & Services,
Porter Novelli. "The Purpose
Premium is the extra reputational boost a company gains by leading
with Purpose and edging out its competitors in a world where what a
brand stands for increasingly matters to the consumer."
Reputation driven by Quality, Vision and Purpose
To better understand reputation, the Index was aggregated into
correspondent elements under three overarching dimensions: Quality,
Vision and Purpose. Quality represented the largest portion of
overall reputation, accounting for 65 percent. Elements of the
Quality dimension included reliability, security, trustworthiness
and affordability. Vision accounted for 18 percent of reputation,
under which consumers prioritized categories such as innovation,
profitability and creativity.
Purpose is the final major dimension of reputation. Comprising
13 percent of a company's overall reputation, the Purpose Premium,
can boost overall reputation to edge out competitors and build
vital brand affinity among consumers.
Americans believe it's important for companies to act
responsibly – and give back
Consumers want companies to act, care and advocate. When it
comes to what Purpose attributes are most important to reputation,
Americans prioritize companies that are:
- Responsible (86%)
- Caring (85%)
- Advocates for issues (81%)
- Environmental stewards (79%)
- Philanthropic (73%)
"Purpose itself is a multifaceted concept in the eyes of
Americans," says Alison DaSilva,
Executive Vice President, Purpose and CSR, Cone, a
Porter Novelli company. "As we peel
back the onion, we see consumers first expect companies to operate
responsibly. However, they also want to know that companies truly
care – and this means advocating for issues that are important to
them, as well as supporting social and environmental causes."
Americans more engaged, more willing to try Purpose-driven
brands
Not only do Americans think well of Purpose-driven companies,
they are also willing to reward them in a number of ways. Companies
with a higher Purpose ranking compared to their laggard peers will
reap greater benefits, as consumers are:
- 1/3 more likely to try a new product/service
- 50% more likely to switch to a new product offered
- 50% more likely to support a move of that company into their
community
Purpose leaders will also benefit by cultivating more engaged
audiences. Consumers are significantly more likely to consume
content from companies with higher Purpose rankings. They are:
- Nearly twice as likely to have read social media posts from
higher Purpose-ranked companies
- Two times more likely to have read or skimmed their annual
report
- More than two times more likely to have read or skimmed their
sustainability report
"We see from these findings that Purpose is a way of
communicating shared values with stakeholders and getting a
business benefit at the same time. A company is not just judged by
what it makes or how much it makes, but also by how it conducts
itself in our society," says Greeves. "We intuitively knew this but
now we can demonstrate its true impact and show companies how to
lead the way on the many dimensions that matter."
To learn more about customized reports for America's top 200
companies, including a comprehensive overview of the Purpose
Premium Index model, as well as performance scores for an
individual company and up to four other firms included within the
study, contact Justin Greeves at
Justin.Greeves@porternovelli.com.
About the Research
The 2018 Porter Novelli/Cone Purpose Premium Index presents the
findings of an online survey designed and executed in July 2018 among an online sample of 6,000
Americans, including 2,929 men and 3,071 women, ages 18+. The study
was fielded by Critical Mix and the data are weighted in aggregate
by age, region, income, gender and ethnicity to be nationally
representative. The margin of error associated with the total
sample is ± 1.27 at a 95% level of confidence. The sampling of
America's top 200 companies is based upon the Fortune 200 list,
compiled annually by Forbes Magazine.
About Porter Novelli
Porter Novelli is a global public
relations agency born from the idea that the art of communication
can advance society. Over 45 years ago, we opened our doors – and
people's eyes and minds – for brands driven to make a positive
impact. Today, we are a global agency with the entrepreneurial
spirit of boutique specialists. We continue to build that bridge
between purpose and business imperatives, and believe that a
healthy bottom line can also make a remarkable impact. For
additional information, please visit www.porternovelli.com.
Porter Novelli is a part of the
Omnicom Public Relations Group.
About Cone
Cone is a public relations and marketing agency that is Always
Making a Difference℠ for business, brands and society. We help
organizations define their authentic Purpose, weaving it into the
brand DNA to both grow the business and positively impact the
world. Our deep subject matter expertise in Purpose Brand Strategy,
CSR, Social Marketing, Social Impact and Brand Communications
creates breakthrough work and unforgettable experiences to ignite
action around issues that matter. Cone is a Porter Novelli company and part of the Omnicom
Public Relations Group.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global
collective of three of the top global public relations agencies
worldwide and specialist agencies in areas including public
affairs, marketing to women, global health strategy and corporate
social responsibility. It encompasses more than 6,300 public
relations professionals in more than 370 offices worldwide who
provide their expertise to companies, government agencies, NGOs and
nonprofits across a wide range of industries. Omnicom Public
Relations Group delivers for clients through a relentless focus on
talent, continuous pursuit of innovation and a culture steeped in
collaboration. Omnicom Public Relations Group is part of the
DAS Group of Companies, a division of Omnicom Group Inc. (NYSE:
OMC) that includes more than 200 companies in a wide range of
marketing disciplines including advertising, public relations,
healthcare, customer relationship management, events, promotional
marketing, branding and research.
Contact:
|
|
Whitney
Dailey
|
Porter
Novelli
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Whitney.Dailey@porternovelli.com
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617.939.8376
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SOURCE Porter Novelli