For our Global 2023 report, we’ve surveyed the general public about some 430 companies around the world.

Purpose Index™

Global 2023

The Lynxeye Purpose Index™ is a global study of how purposeful the general public perceives companies to be. It has been carried out consistently since the first study in 2015.

Defining purpose

Our fact-based definition of purpose is: An honest intention to lead positive change. We arrived at this after several large research studies on what has meaning in people’s lives, and on what makes business successful.

A global purpose study

  • 7


  • 15,000


  • 430

    brands globally

Purposeful companies secure future relevance and improve their bottom line. Organizations that have established and implemented a clear purpose will benefit financially from both internal and external factors.


There's a lot of challenges looming in the near future. But for bold companies and business leaders with their eye on the horizon, we also see big opportunities. We huddled our experienced team that supports our clients’ growth journeys and identified ten opportunity themes open to purpose-led corporations.

Explore the opportunities

Top 50 corporations

Among the companies measured in this report are the world’s 50 largest corporations and brands that are well known to the general public in all seven markets that we surveyed. They are ranked in a list of the world’s top 50 most purposeful corporations.

See the list
  • Amazon
  • Walmart
  • P&G
  • Ford
  • DHL
  • J.P.Morgan
  • Huawei
  • Pfizer

Industry benchmarks

The study also covers large corporations and a selection of brands from certain industries and categories in each market, representing industries and categories that we know from experience are often highly purpose-driven.

  • Uniqlo
  • Tesco
  • LUSH
  • Adidas
  • Shiseido
  • Dyson
  • Airbnb
  • Northvolt