Proof Point


Majority of businesses in 2018 Vodafone study believe that importance of company mission and purpose increased over last five years

Businesses Who Agree that Importance of Company Mission/Purpose Increased Over Last Five Years
2018 (percentage)

Note: Data from Vodafone’s 2019 Global Trends Barometer survey of 1,733 businesses across 11 countries (China, Germany, India, Italy, Netherland, Portugal, Singapore, South Africa, Spain, U.K., U.S.), released on December 2018
Proof Point Findings:
  • Mission Importance – 70% of businesses surveyed by Vodafone in 2018 believe that mission statements grew more important over last five years
  • Large Companies vs. SMBs – 75% of large companies in study agree that businesses’ mission statements grew more important over last five years, larger compared to 68% of small and medium businesses
  • Active Dependance – 72% of respondents actively depend on business mission/purpose to attract customers and win business in 2018
  • Key Growth Drivers – Include rapidly evolving business environment, increasing customer preference for companies with transformative missions and visions, and intensifying competition
Business Model and Practices: Transformational Visions
Sector: Cross-sector

Date Last Updated: January 11, 2019

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