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

Author

Listed:
  • Fitzsimmons, Alexis Bajalia

    (PhD Candidate, University of Florida, USA)

  • Qin, Yufan Sunny

    (University of Florida, USA)

  • Heffron, Eve R.

    (PhD Candidate, University of Florida, USA)

  • Distaso, Marcia W.

    (Public Relations Department Chair, University of Florida, USA)

Abstract

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.

Suggested Citation

  • Fitzsimmons, Alexis Bajalia & Qin, Yufan Sunny & Heffron, Eve R. & Distaso, Marcia W., 2022. "Purpose-driven corporate communication: A content analysis of Fortune 100 companies," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(2), pages 115-122, March.
    • Handle: RePEc:aza:jcms00:y:2022:v:6:i:2:p:115-122
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    More about this item

    Keywords

    purpose-driven communications; stakeholder communications; stakeholder communications; global communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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