Is having purpose in the spotlight really a problem?
We firmly believe the answer is “no”. The fact that #corporate purpose is being questioned is highly positive and necessary. The real issue is the erosion of purpose as a concept and the suspicion it can generate due to the poor practices of some companies whose supposed “purpose” ultimately turns out not to be much of one.
People are tired of the “blah blah blah” from organisations that end up in the trunk of endless promises. It is time to move past headlines announcing ‘good intentions’ and start proving, with concrete actions, what will be done and how—and measuring it. Consumers demand it, entities and institutions demand it, society demands it, and companies committed to positive impact demand it too.
A few days ago, we noted that, according to the #EdelmanTrustBarometer2023, 62% of people trust companies more than governments to build a better world. To achieve this, we are sharing tips from #PurposeCollaborative, a global network of 42 firms and more than 500 expert leaders who have highlighted some of the criteria used to measure purpose and determine whether it is real and capable of driving change—or just another empty message.
Companies, take out pen and paper and note the following tips:
✔ #Social issues: people are increasingly concerned about issues such as poverty, lack of housing, human rights, corruption, and abuse of power. Demonstrating sensitivity and commitment to social causes is a must.
✔ #Workforce: labour mobility figures are breaking records, which is why it is important to invest in internal talent by developing their careers and involving them in the corporate purpose and the company’s goals.
✔ #Transparency, #listening and #vulnerability: change starts with ourselves, which is why it is essential to listen to criticism and learn to acknowledge mistakes with humility and vulnerability.
✔ #Purpose partnerships: one way to amplify impact is through collaborations between brands, institutions, and foundations. This is not about philanthropy; it is about collaborating.
We cannot turn a blind eye to the challenges we face as a society. Companies must raise the flag of transformation and purpose, leave behind superficiality and enrichment as the ultimate goal, and make room for impact.
Paradoxically, making the future the only focus is what does NOT allow progress. For a purpose to deliver good long-term results, it must be flexible and able to respond to needs that arise in the present. Do you not agree?
#ROSAPARKS
#BeGoodBeRelevant
#Creativitywithpurpose
#Purposebranding
#ImpactMarketing
