We’re excited to share an exclusive first look at the 2025 Porter Novelli Reputation Ranking: Purpose Premium Report™.
For eight years, we’ve studied what truly drives reputation – and this year, the rebound in purpose is unmistakable. Consumers are once again rewarding brands that lead with innovation, transparency, and impact.
This year’s findings reveal a powerful story about how doing business better directly strengthens both reputation and performance.
Key highlights from the 2025 report include:
- The correlation between purpose-linked attributes and overall reputation climbed to 85% – the largest year-over-year increase we’ve ever seen.
- 91% of consumers say innovation is critical to a company’s reputation, and 79% are more forgiving when innovators make mistakes.
- Amid a wave of corporate “greenhushing,” consumers identify openness – about both progress and challenges – as the top driver of reputation.
- Companies with strong reputations enjoy measurable business benefits: more purchases, more recommendations, and greater forgiveness when things go wrong.
In short: Doing business better pays off.
Download the full report here.
