We believe there is a purpose-profit loop, where conscious companies have better odds of actually creating more impact and more profit. Here is why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only constant.
As Winston Churchill once said, "Never let a good crisis go to waste." In today's unsettling environment, brands that continue to thrive in the face of crisis have one important quality in common: their actions are guided by purpose. Recent cultural events have proven that purpose — perhaps once considered another empty phrase on a brand map — is in fact a powerful force that inspires brand behavior both inside and outside of a company.
In fact, we believe there is a purpose-profit loop, where the companies that add good and act with transparency will have better odds of actually creating more impact and more profit. Simply put, consumers today are more and more likely to align their personal values with the brands they support with their time and money.
Read our view on why brands need steadfast purpose to not just survive, but thrive, in a society where change is the only constant. ...
Why Internal Development Goals are Just as Important as the SDGs
Join us as Renee Lertzmann and IKEA Supply's Christina Niemelä Ström discuss the newly launched Internal Development Goals — how these IDGs set the trajectory for how we carry and conduct ourselves, how we develop through crises to drive culture change, and what is required of us to partner, collaborate, and ally with skill and efficacy — June 8 at Brand-Led Culture Change.