Murphy Research's Purpose Quotient measures the impact of brand mission and purpose, beyond profit, in consumer perceptions and purchasing.
The call for a new, more conscious capitalism is coming from grassroots movements and from business leaders themselves. Consumers are more willing than ever to pay it forward and buy from responsible brands.
In this changing business environment, it is imperative that a company understands its path to purpose. That is, how consumers view its mission and impact, and how it can change those perceptions for the better.
The Purpose Quotient provides both a benchmark and a diagnostic toolkit for building loyalty and longevity in the new era of stakeholder capitalism.
From food & beverage to beauty, automotive to apparel, retail to restaurants, mission-driven brands have disrupted decades of brand positioning.
Consumers are energized and engaged. This is a time of both challenge and opportunity.
Murphy Research's Path to Purpose and Purpose Quotient provide an objective framework for understanding the impact of mission and purpose in today's marketplace, with 125 major brands and companies in the system so far.
More than 25,000 brand ratings form the foundation of the Purpose Quotient scoring system, with more to come. A brand's Purpose Quotient (PQ) incorporates:
Proud to work for
Shares my values
Shareholder profit - negative
Alignment with consumer values
Brand impact on the world
Broader impact beyond profit
Willingness to pay for
Reach and power in the marketplace