Opinion | Purpose (Raison d’être): putting an end to skepticism?

Since the adoption of the Pacte Law, and the emergence of the concept of 'purpose,' the latter has been the center of much attention. What debates, with on one side the fervent defenders of article 1835, who swear only by the status of 'mission company,' the only thing capable of saving capitalism from certain death, to the eminent detractors of this new "trend," who accuse large French groups of a race for good feelings. Not to forget the semantics enthusiasts, who endlessly discuss the subtle differences between 'purpose' and 'reason to act.' Here we are indeed at the heart of the French problem: the passion to debate. Whatever the initiative, there will always be a few who criticize it, find the right angle, the right word, what will shake the fragile edifice and throw it to the ground, killing any movement in the bud.

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Liberty, equality, fraternity

At a time when companies are being called upon by citizens to help solve a range of problems far broader than their own sphere of activity, including climate disruption, inequality, inclusion, education, purchasing power, and mental health, to name but a few, it seems natural that the formulations of purpose are perceived as broad, ambitious, and risk seeming banal. Saving the planet, being inclusive, producing sustainably, certainly, all these phrases may seem ridiculous or meaningless to those who choose to doubt. By that count, liberty, equality, fraternity were just good intentions, right? And yet, we have built a democracy that the whole world envies with these simple words.

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Pillars of the French model

What to say about the title of the manifesto of the National Council of the Resistance, "The Happy Days"? These are the pillars of the French social model, Social Security, retirement, unionism, which were at work behind this title. This magnificent text began, curiously enough, by affirming what was the purpose of the resistance movements.

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So, even if our large groups are not all relevant in the expression of their purpose, with sometimes clumsy, too broad, or not specific enough formulations, is this a sufficient reason to bring them to trial? We have here the beginnings of a movement in which companies are realizing that they have a multitude of stakeholders to serve, beyond their usual triptych (shareholders, customers, employees, often in that order), from territories, future generations, the planet, their suppliers, etc. Please, let's not kill this momentum!

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Let's not be na?ve. Let's stay demanding, and let's make sure that declarations are followed by?actions — concrete commitments with time horizons compatible with the mandates in place.?Under these conditions, the raison d'être (purpose) may eventually become a reason to believe.

Original article in the Les Echos here .

About the Author:

Mathieu Menegaux, BCG BrightHouse Managing Director, Paris

Writer, BCG Alum, Rock Climber, Husband, Compulsive Reader, Thinker, Scuba Diver, Father of Cute Daughters, Wine Amateur