Many studies show that purpose is now the number one driver behind business success with brand perception, consumer loyalty, employee retention and stakeholder optimism all tied to how a company acts on its purpose.
What does purpose mean to you?
Purpose can help define a company's position on issues like climate change, immigration, LGBTQ rights, workforce diversity and gender parity. While purpose may start with a leader, it will echo in the halls of your workplace and can penetrate communities, partners, networks, supply chains and your global brand.
And for those not yet brave enough to take a stand on the big issues - be warned, there may be dire consequences. According to a CEO panel of Corporate Leaders at Davos - silence is no longer an option.
It appears CEO activism was the most popular public relations topic at Davos this year, as corporate chieftains stepped up to fill the vacuum engendered by the glaring absence of proactive political leadership in an era of fake news. With Edelman suggesting PR needs to shift from advocacy to education.
The world is definitely more complex than ever before and knowing the what, when, where and how of engagement can be very overwhelming.
How can your brand lead in the context of dynamic tensions to connect more deeply and authentically to employee and consumer needs and desires? How might understanding their anxieties and aspirations unlock more meaningful relationships, loyalty and participation?
And if your brand is already taking a stand and showing leadership on activities such as carbon neutrality or investing in your community, are you reaping adequate rewards for your efforts?
Let us unravel the complexities of Sustainability, strategy, stakeholder engagement and communication in our two day MasterClass February 14 and 15 in Sydney. Check out all the details but dont delay as registrations close this Friday and space is strictly limited.
|Call for CEO's to take lead on the big issues. The 2018 Edelman Trust Barometer suggests nearly two-thirds want CEOs to take the lead on policy change instead of waiting for government, which now ranks significantly below business in trust in 20 global markets. This show of faith however comes with new expectations as building trust (69 percent) is now considered the No. 1 job for CEOs, surpassing producing high-quality products and services (68 percent). Discover more...|
|Is it time for business to improve society?|
How would your company react if your CEO got a letter from its largest shareholder calling for the company to improve society or risk losing support from them? Last month CEO of Blackrock Larry Fink did just that - sending a letter to CEO's of the world's largest companies calling for them to help improve society or risk losing support from BlackRock, which just surpassed $6 trillion in total assets under management in the latest quarter. How much of a shake up would it give your organization? Heres a copy of the much talked about letter.
|Sustainability thought leadership: from social responsibility to social purpose. Marketing has changed and raving about how great a brand is just doesn't work anymore. When companies however are driven by values and purpose you can change the perception of a brand and help build credibility and trust with customers and key stakeholders. More...|
|Doing Good Index Aims to Unlock US$500 billion in Private Social Investment. The development of analytical tools such as the Doing Good Index can help inform conversations and decisions around private social investment and philanthropic giving, and in the process help economies meet their full potential. However the opportunity will be missed unless governments lay the right regulatory, institutional, and even cultural and social foundations for private social investments to thrive. More...|