Brands taking a stand.
Brand activism.
Brands that strive to make a positive impact on the world and believe in the great themes of
civilisation and progress for all are on the rise.
These types of ‘activist’ brands are increasingly preferred by employees, customers and investors.
Social, economic and ecological impact.
In the business world, there is a shift from shareholder value to stakeholder focus. Are we in a system change leading to a new era? The market of supply and demand with the goal of maximising profit seems to be shifting to the happiness of and compassion for people. It seems time for a new way of doing business that better meets the challenges of the 21st century.
For example, capital is increasingly skewed. There remains a lot of hunger and poverty. More people are dying from overfeeding and a wrong lifestyle with cancer and cardiovascular disease as a result. The oceans are full of plastic, the temperature is rising rapidly, and racism is arising more often. Our polluting fossil industry has the planet in its grip. Money is often a perverse incentive. Freedom, social diversity, inclusion and equal opportunity will not develop on their own. To name a few urgent matters.
Happiness and health for everybody.
The United Nations is committed to improving the happiness and health of everyone through the 17 Sustainable Development Goals. These goals provide practical guidance on how organisations can contribute to the biggest challenges we face.
Branding Beyond Purpose.
A purpose that is not implemented in primary business processes, but serves only as "greenwashing", is not credible and ultimately ineffective.
Because in a transparent world people quickly see through it.
What must be ensured is that purpose goes beyond the advertising campaign. Through a collaborative co-creative process, in which the 17 Sustainable Development Goals of the United Nations can be used as a framework, purpose is formulated and comes to life. And that’s where purpose development starts.
People making a difference.
The vision of the organizational strategy as it lives with the leadership team should be aligned with employees, customers, and investors' dreams and expectations. The result is that everyone is involved in the development, which greatly increases the chances of success.
Visionary leaders on purpose
The purpose of Danone is not to create shareholder value. Instead, it is to get healthy food to as many mouths as possible, benefiting everyone from suppliers to consumers to owners. (Emmanuel Faber, formerCEO Danone)
Purpose is not a mere tagline or marketing campaign; it is a company’s fundamental reason for being – what it does every day to create value for its stakeholders. Purpose is not the sole pursuit of profits but the animating force for achieving them. (Larry Vink, CEO & Chairman Blackrock)
On Unilever’s ‘Sustainable Living Plan,’ former CEO Paul Polman says, ‘This is not a new project to celebrate. This is a new business model to implement.’
‘It’s not an aspirational vision, but rather a practical way to address the kinds of problems that were seizing the world […] and that still command our attention – from jobs and energy to the environment and the systemic problems of global finance.’ (IBM CEO Sam Palmisano)
‘Companies that will lead in the 21st century define success more broadly than financial performance. They look at their impact on the world – socially, environmentally, and economically.’ (Jim Hagemann Snabe, Co-CEO, SAP)