In today’s purpose movement, large legacy companies are often considered second fiddle players to small social good brands. But increasingly, that perception is changing among U.S. consumers. In the latest Purpose Power Index, presented by StrawberryFrog and Dynata, 16 of the top 20 brands are mainstream companies. They include Toyota, Wegmans, Pfizer, General Electric, and Google.

The annual study, comprised of more than 20,000 individual ratings from over 5,500 U.S. consumers and employees, also found that rank-and-file workers rate their own company’s commitment to purpose substantially lower than senior management. The study points to a lack of clarity, communication, and activation as the main reasons why purpose is not trickling down to all levels of the organization.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Chip Walker, head of strategy at StrawberryFrog, joins host Ken Beaulieu to discuss the study in more detail and why purpose matters only when consumers act on it.