63% of respondents believe brands currently play a positive role in society. 64% belive brands, rather than governments, are primarily responsible for driving social change.

The global research included a survey of 254 ananymous management and C-suite leaders across industries and geographies between January and March 2019. The majority of respondents say that they are already part of an organization that has a clearly defined purpose that resonates with society, employees, or both. Just under a third reported that their organization is regarded as a model for purpose leadership.