purpose premium 2020

The Purpose Premium is an annual research study that examines the relationship between Purpose and Reputation in the eyes of Australians.

This year’s research told us that 2020 has honed Australians’ understanding of Purpose. Organisations that have proved critical to our lives in a pandemic have earned themselves a reputational dividend – or Purpose Premium.

Ultimately, in 2020, Purpose means practical action to help people, not lip service on corporate citizenship. And when Australians think of “people” this year, they’re thinking of employees, and customers (not shareholders).

If this has piqued your interest, a recording of the results webinar, a digital version of the Purpose Premium report and other collateral is now available for viewing below.

If you would like to learn more about the research study or to schedule a presentation at your organisation, please contact Porter Novelli or Quantum Market Research via the contact page.