Future Focus launches the Authenticity Index™ research

After a post-launch embargo, we can now publicly share the insights from our first wave of research: The Authenticity Index™. We partnered with research agency McCrindle to explore the link between business’ sustainability approach and their performance – and we’re happy to reveal that the results clearly prove out our Future Focus founding hypothesis: businesses who embrace sustainability authentically yield better business outcomes across a number of hard metrics.

To test this link, McCrindle created an index methodology, which allowed us to measure business’ performance in authentic sustainability (measured across Commitments, Culture and Communication), and segment them as low, average or high scorers on the Index.

We can then cross-reference business’ performance in authentic sustainability with their performance across key business indicators – and high scorers on the Index enjoy better performance in talent attraction, talent retention, employee engagement/productivity, innovation, resilience, customer growth and profit. That’s what we call the Authenticity Advantage™: the commercial benefits of embedding sustainability authentically.

To dive into the results in more detail, download the research report here – and feel free to get in touch to see how this research could help you.