Purpose-driven brands -- brands that purport to put purpose over profits -- are a growing segment of the brand landscape. A big surprise is that B2B (business to business) brands are moving up in this category when it is typically dominated by B2C (business to consumer) brands.
The Purpose Power Index of brands for 2021 indicated that six of the top 25 purpose-driven brands were B2B brands, according to a report in MarketingProfs. These were the top ten B2B companies ranked in order:
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