ARE SWISS BRANDS PURPOSE READY?
Many, but not yet all Swiss companies are ready for purpose
Many Swiss companies are already positioning themselves through a socially relevant purpose. The Globeone Purpose Readiness Index (PRI) indicates the extent to which more than 60 leading Swiss companies are ready to authentically communicate a purpose to the public.
The PRI is one of the largest measures of the credibility of Swiss companies in terms of their purpose and positive contribution. For the index, almost 1,197 consumers were asked to rate more than 60 organizations on their sustainability, authenticity and social relevance.
The index, which is based on the survey results in a total of 15 purpose-relevant attributes, shows on a scale of one to one hundred and in four levels how credibly the companies and institutions can represent a socially relevant corporate purpose in the public perception. Are they “purpose ready” – or, in the worst case, do they completely lack the basis for a purpose-centered positioning?
Particularly interesting: the factors contained in the PRI contribute on average more than 40 per cent to the overall evaluation of a brand. In this respect, it also makes sense from an economic perspective to deal with this side of brand perception.
Top 5 brands
Bottom 5 brands
“Compared to the first purpose Readiness Study for Switzerland in 2020, it is noticeable that Swiss consumers now observe and assess companies more critically. The demand has also increased on fundamentally credible brands to constantly improve their socially relevant contribution, to provide concrete evidence and to communicate transparently.”
— Carina Hauswald, Managing Partner
“In what is arguably the biggest transformation of the economy and society, entrepreneurs are expected to contribute to solving society’s biggest challenges. Our study brings to light who can credibly outline their positive contribution and sustainability efforts with a purpose – and who cannot.”
“In what is arguably the biggest transformation of the economy and society, entrepreneurs are expected to contribute to solving society’s biggest challenges. Our study brings to light who can credibly outline their positive contribution and sustainability efforts with a purpose – and who cannot.”
When is a company "purpose ready"?
Companies with a clearly communicated purpose grow at an above-average rate, are more innovative, and more productive. But not every company succeeds in living up to its purpose. A company is ready to credibly present a purpose if it is seen as honest, authentic, responsible, sustainable, and future-proof. Only then can it convincingly address all stakeholders and communicate its purpose beyond doubt: it is “purpose ready”.
Why do we need an index for purpose?
We can only improve what we measure – that’s why purpose also needs benchmarking. Turnover, profit and investments are variables that can be precisely quantified in the context of a company, for example with the previous year’s results. But how can company leaders determine to what extent their company has the necessary basis for a credible positioning with a purpose?
Globeone has developed the Purpose Readiness Index (PRI), a sound measurement model for purpose credibility. In the video interview, Managing Partner Dr. Niklas Schaffmeister explains what exactly the PRI measures, who scores well in the current index and how a sustainable activation of a company’s purpose can be achieved.
Facts about the study
1,197
Participants
61
Companies measured
Q4 2022
