The Purpose Power Index™ has named Mary Kay among the most powerful purpose-driven brands in the country.
The study was conducted by Reputation Institute and StrawberryFrog and focused on how consumers really think and feel about brand purpose. Over 17,500 ratings from more than 5,700 unique respondents were collected, with the aim to show which companies were most closely living their mission in the eyes of U.S. consumers.
“From the very beginning, Mary Kay was a brand built on purpose,” said Julia Simon, chief legal officer and chief diversity officer at Mary Kay Inc. “It’s why we’ve never wavered from our efforts ranging from women’s empowerment and sustainability to cancer research and the fight to end gender-based violence against women and girls. Research shows that consumers today aren’t interested in companies with a sole focus on profit—being purposeful matters.”
Several elements played a part in which companies scored favorably on the Purpose Power Index, including having a higher purpose that’s bigger than just making money, improving the lives of people and their communities, commitment to changing the world for the better and doing the right thing for society as a whole.
“The strongest purpose brands are seen as having acted their purpose—through everything from how they compensate their employees to how they behave in society—not just talk about it,” said Scott Goodson, CEO of StrawberryFrog. “These brands are also sparking and participating in societal movements.”
Others at the top of the list with Mary Kay include The North Face, Kellogg Company, Unilever, UPS, Etsy, Disney, Microsoft, IBM, Netflix, Canon, Chick-fil-A, Amazon and Tesla.
Inclusion in the Purpose Power Index is just the latest honor for Mary Kay Inc.’s in its commitment to corporate responsibility. Recently, David Holl, Mary Kay’s CEO, was recognized as one of the “10 Most Reputable CEOs in the World” by RepTrak® – Reputation Institute and Mary Kay ranked #42 on the 2019 Global Workplace 100 released by Reputation Institute.