Purpose statements: Who is convincing among the DAX and MDAX companies, and who is not?
Corporate purpose is for sure no unknown among stock-listed German companies anymore. In fact, a large number already positions themselves on a socially relevant raison d’être. But how are these statements received by the public – do they manage to strike the right tone and meet public sustainability expectations?
The public pressure on companies and their investors to justify their business models is growing. Approximately 70 percent of the DAX and MDAX companies communicate a purpose that precisely wraps up their reason for existence and positive societal contribution.
Or they have published a vision or mission statement that, in some parts, comprises aspects of corporate purpose concepts.
Read our latest study to find out whose statements are perceived as memorable, credible, clearly formulated, and relevant – and which companies are not yet fully exploiting their potential. You will also learn more about the difference between purpose, mission and vision concepts.
“Many purpose statements are currently still failing to make an impact on the public. Often this is not a matter of wording, but a matter of activation, which is not strategically pursued towards all stakeholders. Fortunately, this can be worked on, but it requires strong leadership from the top.”
— Dr. Niklas Schaffmeister, Managing Partner
“We often see companies having difficulties in differentiating their purpose, vision and mission. Yet each of these elements plays an important role in strategic management – when well developed and aligned with each other.”
— Simon Aschermann, Strategy Director
Facts about the study
PARTICIPANTS
PURPOSE STATEMENTS IN DAX AND MDAX
SURVEY PERIOD Q2 2022
What makes a good purpose statement?
Companies that are part of the study can request the full details of their purpose statement here.
