Purposeful business pays.
The world is on fire and we’re all standing on a burning platform. Growth is falling or flat, marketing is increasingly costly and engaging your team in turning this situation around can be an uphill struggle.
“Business as usual” is not fit for purpose.
Consumers ditch brands that don’t keep up with their values or behaviours. They don’t just boycott brands that don’t align with their ethics, they actively campaign against them or ignore them out of existence.
Netflix killed Blockbuster because the way people watched TV and movies changed and going to a video rental store became obsolete. Kodak went bust because people took photos and managed their photo albums digitally on their smartphones and no longer needed physical photographs.
No longer willing to see businesses harm people and the planet through outdated models of capitalism, production and consumerism, people are demanding more ethical behaviour from the brands they choose to align with.
consumers who are willing to pay more for sustainable brands
millennials who wouldn’t take a job at a company that wasn’t socially responsible
market performance improvement of companies with high levels of purpose
Companies who are swimming against the tide of “business as usual” are seeing incredible results.
In six years, TOMS grew from a start-up based in a California apartment to a global company with more than $300 million in revenue using its buy-one-give-one model – and achieved global brand awareness for a fraction of the cost of a competitor’s marketing budget – by understanding the connection between their product and a global mission to give a pair of shoes to someone in need for every pair sold.
Unilever’s purpose-led Sustainable Living Brands sell better, delivering 75% of the company’s growth in 2018 and are growing 69% faster than the rest of the business (up from 50% faster in 2017) and now total seven of the company’s top 10 brands.
Transforming the way we eat meat for health and environmental benefits.
Corporate activism that generates profits as well as customer loyalty.
The Body Shop
A global cosmetics brand that respects people, animals and planet.
What makes these companies successful is their commitment to balancing profits with purpose, with designing all aspects of their business – from products and services to people and processes – around increasing their positive impact on employees, customers, communities, and the environment. These companies’ values are part of their DNA, but you don’t have to upend your entire business model or sacrifice profitability to embrace social goals.
All businesses have a purpose which, once unlocked, can transform every aspect of your business.
How we do it
We walk you and your team through a series of workshops – either in person or online – to assess how your business is currently having a positive social impact, by identifying your current activities and any “quick wins” that can help start you on the road to being purposeful.
We’ll explore the issues that matter most to your employees and customers, as well as the ones that are likely to have the most impact on your business. We’ll then identify some priorities to improve your performance in these key areas.
We’ll help you identify what to measure, how to measure it and how you’ll know your activities are making a difference to your business and to the community you operate within.
Finally, we’ll help you put together a plan to take back to decision-makers in your business, with a view to getting approval and leadership support for implementing a plan to start putting purpose at the core of your business.