{"id":11922,"date":"2021-10-03T14:33:12","date_gmt":"2021-10-03T12:33:12","guid":{"rendered":"https:\/\/rosaparks.es\/blog\/6-trends-that-will-reshape-corporate-purpose-in-the-coming-years\/"},"modified":"2026-10-15T09:07:42","modified_gmt":"2026-10-15T07:07:42","slug":"6-trends-that-will-reshape-corporate-purpose-in-the-coming-years","status":"publish","type":"post","link":"https:\/\/rosaparks.es\/en\/blog\/6-trends-that-will-reshape-corporate-purpose-in-the-coming-years\/","title":{"rendered":"6 trends that will reshape corporate purpose in the coming years"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">More and more companies are becoming aware of the importance of their role as active agents that can contribute to a better world. And one way to achieve this is to <strong>adopt a purpose that goes beyond financial gain<\/strong>\u2014a reason for being that goes beyond \u201cI\u2019m here to make money.\u201d  <\/p>\n\n<p class=\"wp-block-paragraph\">What\u2019s more, 2020 accelerated this process, forcing companies to rethink their priorities: putting their customers, employees, and communities ahead of profit, and using their capabilities to respond to the health crisis.  <\/p>\n\n<h2 class=\"wp-block-heading\"><strong>So, where are we headed?<\/strong><\/h2>\n\n<h3 class=\"wp-block-heading\"><strong>1. Authentic purpose<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Brand purpose must be real, consistent, transparent, aligned with corporate culture, and activated through brand performance. It must be aligned with the <strong>Sustainable Development Goals<\/strong>. Purpose will shape decision-making and drive competitive social transformation.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>2. Storydoing will replace storytelling<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Storytelling will evolve into \u201cstorydoing,\u201d as companies take action first and communicate about it afterward\u2014<strong>less talk, more action!<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\"><strong>3. Rethinking capitalism<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">The purpose of a corporation is no longer just to maximize profits, but to <strong>serve and create value for all stakeholders<\/strong>. The shift from a shareholder-centric to a stakeholder-centric model is accelerating. <\/p>\n\n<h3 class=\"wp-block-heading\"><strong>4. Employees as drivers of change<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">The rapid pace of business adaptation in 2021 has been remarkable, bringing new requirements and opportunities with a greater focus on employee well-being and culture.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>5. Collaboration between companies<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Companies and organizations will need to work together to address society\u2019s needs. Businesses that were once competitors will become allies. <\/p>\n\n<h3 class=\"wp-block-heading\"><strong>6. New purpose-related professions<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">New professions and professionals will emerge, such as <strong>purpose makers<\/strong> and impact officers, among others, within companies. Businesses specializing in brand purpose and social impact have emerged to meet organizations\u2019 new communication needs.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>So, what do you think? Do you also believe we\u2019re heading in the same direction?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More and more companies are becoming aware of the importance of their role as active agents that can contribute to a better world. And one way to achieve this is to adopt a purpose that goes beyond financial gain\u2014a reason for being that goes beyond \u201cI\u2019m here to make money.\u201d What\u2019s more, 2020 accelerated this [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":5157,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[73],"tags":[],"class_list":["post-11922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-with-purpose"],"acf":[],"_links":{"self":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11922","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/comments?post=11922"}],"version-history":[{"count":1,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11922\/revisions"}],"predecessor-version":[{"id":11923,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/posts\/11922\/revisions\/11923"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/media\/5157"}],"wp:attachment":[{"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/media?parent=11922"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/categories?post=11922"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rosaparks.es\/en\/wp-json\/wp\/v2\/tags?post=11922"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}