How to make more money and do more good
Do you want to make more money and do more good?
There has been a lot of talk for the last few years about Purpose and Purpose-Driven companies.
The idea being that companies who choose to stand for something more than just their products and services make more money, do more good in the world, have more loyal customer and happier employees.?
And yet, until recently, most of the proof that Purpose actually works has been anecdotal.
Well, that’s to say there has been a lot of research showing intentions (customers saying they WOULD prefer X Purpose-Driven company over a competitor, for example), but very little showing actual behaviours.
And because we know that people lie in surveys about their intentions, it has always been something of a challenge to get CFOs (who want to know their investments are going to generate a real return, no just an intentional return) to buy in.
That’s all starting to change.?
Thanks notably to some recently published data from the design firm Barkley and from Paul Polman that show how that intentions are indeed translating into behaviours.?
A couple of the standout stats include:
These are big numbers.
Over a third of employees (and not surprisingly the number increases for GenZs) have already quit a job because of the company's values. Given the current labour squeeze in most developed markets, that stat should cause anyone who cares about the bottom line to sit up and take notice.
And similarly, marketing and sales teams who are facing increasingly fragmented consumer behaviours and rising costs of acquisition need to be paying attention to data that shows nearly half of consumers making conscious purchasing decisions in the last month.
The business case for Purpose is finally becoming undeniable, even to the deniers.
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BUT - and it’s a big but, translating the desire to become a Purpose-Driven company into a corporate culture and reality is still something of a crapshoot.
There is, for instance, no agreed global standard for what a Purpose-Driven company is or how to become one.?
Almost every company is going about it in a different way, with many choosing to prioritize ESG, HR or marketing instead of leveraging Purpose to create an organizational-wide movement.
And so results are inconsistent.
We want every company to be able to unlock the Power of Purpose because that is how we create an economy where business drives the social and environmental change we so urgently need.
And our fear, quite frankly, is that as the business case becomes more and more undeniable, more and more firms will indeed choose to dip their toes in the Purpose space. And many will come away unsatisfied and frustrated.
So our team have been working in the background for a few months now to pull together everything we know into a best-practice framework for Purpose that can be simply communicated and that everyone can follow.
We call it the Purpose Paradigm .
It contains 8 Priority Areas that leaders need to focus on to unlock the Power of Purpose, increase their growth and do good for their communities and the planet.
We will be unveiling the Purpose Paradigm and a some exciting special offers at a FREE?webinar on May 24th at 1pm ET!
This is your chance to be one of the first to learn about and adopt the Purpose Paradigm and gain the benefit of a tried and tested model for taking Purpose from an idea to a corporate movement and way of life.
Register now for this webinar . Spaces are limited and demand is already high. Leaders have been asking for this for a while. Now it's here don't miss your chance to be on the frontline of bringing the Purpose Paradigm to your company.
Join us on May 24th to learn more about the Purpose Paradigm, its 8 Priority Areas and how you can create a truly Purpose-Driven company that makes more money and does more good!