What does purpose have to do with movements? StrawberryFrog, a movement marketing agency, were faced with this question when clients came to them with a purpose statement but were unsure how to activate it. This led to a pivotal realization: purpose activation is essentially a movement, where a group of people rally around a shared purpose to drive change.

Inspired, StrawberryFrog decided to enter the purpose field, focusing on mobilizing employees and consumers around a purpose, in addition to conducting innovative research. Their primary research tool, the first-of-its-kind Purpose Power Index (PPI), empirically measures how well companies activate purpose at the core of their business. The PPI reveals key insights, from what drives purpose to how it enhances employee engagement and retention. 

We invited Chip Walker, Head of Strategy, to share key insights from StrawberryFrog’s work and research with purpose, highlighting the transformative power of purpose and showing that, when companies move beyond merely defining their purpose to actively living it, they can ignite powerful internal and external change.

Listen for insights on:

• The primary drivers of purpose
• Purpose’s role on an employee’s hierarchy of needs
• Key purpose gaps at organizations
• Strategies for measuring purpose internally and externally

Resources + Links:

• StrawberryFrog
• Purpose Power Index
• StrawberryFrog Case Studies

• (00:00 ) - Welcome to Purpose 360


• (00:13 ) - StrawberryFrog


• (01:54 ) - Chip’s Background


• (04:11 ) - Movement Marketing


• (06:29 ) - Relationship with Work


• (06:49 ) - Favorite Client


• (09:58 ) - Purpose, Merger, and New Brand


• (11:58 ) - Internal Activation


• (16:02 ) - Purpose Power Index


• (21:12 ) - Metrics


• (24:45 ) - Purpose Gap


• (26:27 ) - Measurement


• (28:38 ) - Convincing the C-Suite


• (29:50 ) - Purpose in an AI World


• (31:42 ) - Last Word


• (33:40 ) - Wrap Up