-
Business
Leading with Purpose: The New Business Norm?
How purpose can attract more consumers, build deeper bonds, and amplify brand messages.
-
Measurement & Evaluation
Re-defining Corporate Behaviors and Norms Through More-Holistic Assessment
Why environmental, social and governance assessment needs to go beyond risk avoidance, and take into account both business model and corporate strategy.
-
Business
Pioneering a People-Centered Approach to Corporate Philanthropy
How making the improvement of human lives around the globe a top priority can be a means to succeeding as a business.
-
Business
Research and Collaboration Put a Tobacco-Free Generation Within Reach
Lessons from CVS Health’s decision to stop selling tobacco in its stores.
-
Social Enterprise
The Competitive Advantage of Social Enterprises
How can social enterprises compete in markets that aren’t focused on impact? Corporate partnerships can help.
-
Education
How International Corporations Can Help Educate the World
The private sector offers more than just deep pockets to the quest for global education; companies have talent, resources, and new ideas to share.
-
Business
The Business of Societal Relevance
Corporate social responsibility is about more than giving money. It’s ultimately about how businesses engage with people.
-
Business
A Mostly Vanilla Ice Cream Company’s Learning Journey About Race
How a business built on shared values between company and consumer can use those values to help navigate difficult social justice discussions and drive progress.
-
Business
A Surprise Benefit of Corporate Service
When Timberland began inviting its partners to join volunteer service days, the result was both good for local communities and good for business.
-
Cities
A New Approach to Solving the US Housing Crisis
Four ways nonprofits and social enterprises can use market-based solutions to help meet millennial demand for affordable housing.
-
Energy
Delivering Sustainable Urban Logistics
Cities are on the front line of congestion and climate change. Here are a few ways that UPS is partnering with stakeholders to address these issues.
-
Business
The Quest for Purpose
For companies to effectively take a stand on hot-button issues, they must look deep within their organizations to understand how these issues align with their reason for being.
Business
Why Purpose? Why Now?
Nearly two-thirds of Americans believe companies should take the lead in driving social and environmental change—and more and more companies are stepping up. As a recent New York Times headline put it, “Businesses Look at Washington and Say, ‘Never Mind, We’ll Do It’.”
There’s no question the role of business in society is changing—and at a rapid pace. The assertion that businesses should merely make money for shareholders is quite simply outdated. In fact, companies need to address not only issues directly relevant to their business operations, but also those that are not—7 in 10 Americans think companies have the obligation to take actions to improve issues that may not be relevant or related to their everyday business, according to a 2017 study by Cone Communications. Furthermore, consumers are purchasing based on values, not just product attributes or price. A huge majority, 87 percent, will purchase a product because a company advocated for an issue they cared about, and 76 percent will refuse to purchase a company’s products or services on learning it supported an issue contrary to their beliefs.
Companies with short- and long-term success in mind are transforming the way they do business to embed purpose at the core. These companies are building bottom-line benefits while making a positive impact on society. Purpose isn’t a marketing tactic, a quick campaign, or a moment-in-time effort—it’s deeply embedded into brand identity and the experience companies deliver. Purpose creates relationships with consumers that go far beyond transactional or product-based relationships. And when companies maximize it, they position themselves to build deeper bonds, expand their consumer base, and enlist others to amplify their brand message.