Purpose-driven corporate communication: A content analysis of Fortune 100 companies

Purpose is a company’s reason for being — the why behind its existence and the impact it makes on local and global society. This paper explores whether and how Fortune companies incorporate purpose messaging in their corporate communication. The study draws on content produced by these companies over a six-year period and distributed via their corporate communication channels to such stakeholders as customers, employees, investors and media. Content analysis indicates that the volume of purpose communication produced by Fortune companies has increased over the years, most notably when it comes to Glassdoor overviews. The findings indicate that companies in the healthcare and pharmaceutical, technology and retail/wholesale industries are the obvious leaders in purpose communication. By highlighting the organisational benefits of purpose communication, this study provides a wakeup call for those companies that are lagging when it comes to creating and acting on corporate purpose.