Purpose Review: How Brands are Impacting Business & Culture?

Welcome to the latest edition of the Purpose Review, coming to you a little early (there’s nothing spookier than the impending election week, so we opted for a Halloween delivery instead...) with the latest news, trend insights and happenings from the Allison and Headstand Purpose Center of Excellence. With that – it's not too late to VOTE! We encourage our U.S.-based readers to exercise their right on or before November 5.?

ICYMI, the Purpose Center of Excellence recently helped launch the Allison Advanced Issues Monitor (AIM), our latest innovation designed to support corporate leaders in navigating the complex digital landscape. As social media rapidly evolves and misinformation continues to spread, it is crucial to stay informed and respond strategically. AIM is a cutting-edge conversation analysis tool that combines the power of AI, deep learning and natural language processing to monitor real-time conversations on social media, provide actionable insights, and, ultimately, help our clients make informed decisions based on sentiment trends and potential risks. If you’d like to learn more about how AIM could help your team, reach out to the Allison AIM team at [email protected].??

A lot is moving in the world of purpose and corporate social responsibility. Read on for the latest trends, news and updates from our team.?

1. Fast Company: The mindset change business leaders need to create a climate-resilient future?

For business leaders, an urgent shift in mindset—from reactive to proactive—is necessary to contend with the rising risks and to build a climate resilient future. In a context defined by more frequent extreme weather events, the business logic for supporting adaptation is becoming increasingly clear. A study of 100 major businesses conducted by the World Economic Forum’s Centre for Nature and Climate found that the financial impacts from physical climate risks equal roughly 10 percent of annual sales and 4 percent of market value. Effective adaptation strategy implementation would substantially soften that blow over time.?

2. Sustainable Brands: Ecolabels Ensure Chemical Sustainability in Beauty, Household Products?

63% of consumers want brands to help educate the public about product origins and business practices. In the Capgemini Research Institute’s 2024 edition of the “What matters to today’s consumer” report, 52 percent of respondents reported having insufficient information for verifying sustainability claims, and 50 percent agreed that sustainability branding lacked global standards. Companies that avoid greenwashing — and demonstrate this honesty to the public — could distinguish themselves in the eyes of potential customers.??

3.?Reuters: Climate change: UN report says planet to warm by 3.1 C without greater action?

Current climate policies will result in global warming of more than 3 degrees Celsius (5.4 degrees Fahrenheit) by the end of the century, according to a United Nations report, more than twice the rise agreed to nearly a decade ago. The report suggests that nations must collectively commit to and implement a cut of 42 percent on yearly greenhouse gas emissions by 2030, and reach 57 percent by 2035 for any hope of preventing warming beyond 1.5 C — a target now seen as likely out of reach.?

4. Marketing Dive: e.l.f. challenges companies to ‘Dupe That!’ for latest purpose stunt?

e.l.f. Beauty launched a new campaign, “Dupe That!,” which invites other companies to join the “unicorn parade” by prioritizing making a positive impact. The campaign highlights e.l.f.’s fiscal year 2024 Impact Report, which details the actions and progress the marketer has made to support positive change for people, products and the planet across its five brands.?

5. The Washington Post: In landmark move, EPA requires removal of all U.S. lead pipes in a decade?

The Environmental Protection Agency finalized a rule requiring water utilities to replace all lead pipes within a decade, a move aimed at eliminating a toxic threat that continues to affect tens of thousands of American children each year. The White House estimates that more than 9 million homes across the country are still supplied by lead pipelines, which are the leading source of lead contamination through drinking water. The rule also establishes the first-ever national requirement to test for lead in schools that rely on water from public utilities. It mandates that water systems screen all elementary and child-care facilities, where those who are the most vulnerable to lead’s effects — young children — are enrolled, and that they offer testing to middle and high schools.?

86 and 89 – those are the percentages of Gen Zs and Millennials, respectively, who say having a sense of purpose is important to their overall job satisfaction and well-being.?

The Deloitte Global 2024 Gen Z and Millennial Survey found these generations are increasingly willing to reject assignments or employers whose values don’t align with their own. The report also revealed a massive opportunity – and concern – for employers: while respondents felt largely positive about their employers’ societal impact, they were less optimistic about the impact of businesses more broadly, with less than half of both generations reporting they believe business is positively impacting society. Companies that use committed action and strategic communication to close that perceived capability-results gap are the ones that will come out on top as brands and employers of choice among these audiences.?

• Is Big Oil in your local politicians’ pockets? Every election, fossil fuel companies pour money into elections across the country to prioritize their bottom lines and prevent progress on protecting the health of people and planet. To advocate for a democracy that is ultimately fossil fuel-free, Allison helped Seventh Generation partnered with No Fossil Fuel Money to create an online platform for voters to see who on their ballots is accepting Big Oil money and to reach out to these candidates to implore them to reject it. Check it out here.??
• Helping young people Get Anywhere: The STEM workforce skills shortage begins with young people expressing interest in STEM careers but falling out of the pipeline before graduating high school. To address this gap, Headstand helped global nonprofit FIRST launch the ‘Get Anywhere’ campaign to highlight the breadth of STEM careers and opportunities and raise awareness about how participation in FIRST and robotics can prepare young people for any career path after high school. The campaign kicked off with inspirational videos featuring professionals from leading companies like John Deere and Nike whose enviable positions were made possible thanks to their STEM skills. This montage of impressive FIRST alumni and their diverse, exciting careers were amplified via “TODAY” and “Good Morning America” ad spots, as well as with content partner Fast Company.?
• National poll reveals most U.S. adults believe suicide is preventable: Nine out of 10 people in the U.S. believe suicide can be prevented at least sometimes, according to new data the Allison team helped client American Foundation for Suicide Prevention (AFSP) launch this month. The data shows an incredible shift in public understanding about suicide. AFSP, in partnership with the National Action Alliance for Suicide Prevention (Action Alliance) at EDC and the Suicide Prevention Resource Center (SPRC) released the 2024 Public Perception of Mental Health and Suicide Prevention Poll – a bi-annual survey which reveals insights into how U.S. adults understand mental health and suicide and their potential roles in supporting those in crisis. From increased familiarity with the 988 Lifeline to insights into the role employers and media have in supporting mental health and suicide prevention, this year’s survey serves as a vital resource for understanding public attitudes and guiding future initiatives.?

If you have any questions or would like to learn more, say hello to the Purpose Center of Excellence at [email protected].