Based on the data from the Lynxeye Purpose Index™ 2023, we have identified eight trends that will affect purpose-led companies in the next year.
Purpose Index™ 2023
Global trends
All of these purpose trends are in one or more ways connected to ongoing global macro trends. They are also further supported by patterns that we have seen in our international work with purpose over the years.
Care for resources
About how critical recession customers require companies to minimize their impact on the planet and use of resources.
Trust matters
About how companies can amplify the effect of their initiatives by investing in building trusting relationships with customers and the public.
Value with values
While price matters a lot, people still yearn for other values and will look for great trade-offs between their needs and wants.
Local color
About how companies that can leverage understanding of local context and culture have an advantage in a de-globalized world.
Thoughtful employers
Record numbers of employees are reevaluating career choices and people are looking for employers that will make them feel valued.
Bold problem-solvers
About how companies have a lot to learn from Big Tech’s problem-solving, and a lot to gain by combining innovation with positive change.
Safety first
About how companies can align with the public’s expectations of how they should contribute to making both their physical and digital lives safer.
Healthy living
About how companies that assume health-focused positions and strategies will be highly relevant in the future.
Purpose Index™ Global 2023
We survey a total of 15,000 respondents in seven of the world’s largest economies about which statements they associate with over 430 companies and brands.
Explore the report
