Well-made products at fair prices may be big draws, but, when it comes to boosting companies’ reputations, having a higher purpose could trump everything else in the year ahead, according to the latest study from the Reputation Institute. The 2020 Global Trends in Reputation study ranked delivering on corporate purpose the most important thing businesses can do to raise their stature with consumers, particularly if relayed in an emotional way that transcends the products and services they sell.

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