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 trend 2023
The public has high, but largely unmet, expectations of companies to lead the way toward a brighter future. Companies have a lot to learn from how Big Tech approaches problem-solving, and a lot to gain if they are able to combine that with action to create real positive change for people, the planet and society.
Innovation and vision is what places Big Tech as the no 1 industry with the global top 3 companies in this year’s survey. These companies have established an ambitious idea for the future and are working to realize it. In doing so, they often fundamentally impact people’s everyday lives.
This kind of visionary leadership is both typical for Big Tech and is in high demand, as economic optimism for the future is diminishing in developed countries. The high expectations the public places on companies to lead the way toward a brighter future are largely unmet – which is why Big Tech’s ambitious approach to problem-solving should be an inspiration for all companies.
—There is great opportunity for companies that innovate and lead with vision, and for those that act to create real positive change for people, the planet, and society.
The public clearly regards it as very important that companies help solve the big global problems of our time, much more important than creating economic growth. We also see that companies who are seen to be playing an important role in society and to be acting to create real change are increasing their ranking in the purpose index.
There is great opportunity for companies that innovate and lead with vision, and for those that act to create real positive change for people, the planet, and society. But the greatest future relevance will be for those that manage to do both, which Big Tech has the ability to do when it put its mind and heart to it.
The following companies scored high on associations related to caring for resources in Lynxeye Purpose Index™ Global 2023.
Data deep dive
Big Tech* is on par with other highly purposeful companies in the study as Trustworthy and Responsible, but clearly stronger as Innovative, Visionary and Future-proof. This presents a huge, two-sided opportunity: Big Tech building more trust and taking greater responsibility, and other companies stepping up innovation and vision, and securing future relevance.
The chart shows Big Tech vs. top achievers in trust and responsibility; averages of the 10 most trustworthy and responsible companies in each market.