The case for vitality
BCG Vitality measures a company's capacity to keep growing through innovation—and it shows up in the market. A portfolio of the 50 most vital companies, rebalanced annually, has outpaced global equities since 2017.
Source: BCG Vitality top-50 annual cohorts 2017–2026, MSCI ACWI dividend-inclusive, as of July 1, 2026.
More vitality, more growth
Firms with above-median vitality in 2020 went on to deliver nearly double the annual shareholder return of their below-median peers over the next five years.
Source: BCG Vitality top-50 annual cohorts 2017–2026, MSCI ACWI dividend-inclusive, as of July 1, 2026.
More vitality, more value
Roughly one in four companies increases its vitality substantially—and the companies that raise their vitality go on to deliver higher shareholder value.
Source: BCG Vitality top-50 annual cohorts 2017–2026, MSCI ACWI dividend-inclusive, as of July 1, 2026.
Questions & answers
What exactly is vitality?
Vitality is the often-overlooked "x-factor" in the corporate growth equation. Advantage explains why a company can win, and the market defines where it can grow. Vitality explains how it converts those conditions into profitable growth. It closes a critical blind spot by making previously hidden internal barriers across the growth agenda, teams, and culture visible, measurable, and manageable.
How is a company's vitality score measured?
The score is built from 15 weighted, forward-looking metrics across 3 dimensions: Growth Agenda, Growth Teams, and Growth Culture. The methodology was tested on more than 3,500 companies over five years and draws on roughly 10 million data points from sources covering financial performance, patents, workforce composition, employee sentiment, AI capabilities, and technology quality. The metrics were selected for their ability to predict long-term revenue growth.
Can companies improve their vitality?
Yes. Once internal growth barriers are visible, leaders can target the few gaps that matter most, such as weak growth ambition, limited talent density, bureaucracy, low AI adoption, or an outdated technology stack. In the study, 1 in 3 companies increased its vitality score by at least 10 percentage points relative to industry peers.
Which are examples of highly vital companies?
Explore more than 30 company case studies here, or see the 25 most vital large companies featured in the 2026 Vitality Report.