Having Higher Purpose Is Businesses' Best Bet For Raising Reputations

The Holmes Report

Well-made products at fair prices may be big draws, but, when it comes to boosting companies’ reputations, having a higher purpose could trump everything else in the year ahead, according to the latest study from the Reputation Institute.

The 2020 Global Trends in Reputation study ranked delivering on corporate purpose the most important thing businesses can do to raise their stature with consumers, particularly if relayed in an emotional way that transcends the products and services they sell.

Protecting data privacy, investing responsibly, mitigating the risks of new technology and protecting the planet (while controlling their own negative impact) round out the top five trends that will help brands find favor with stakeholders.

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