Organizational Governance

Why Brands Need Purpose to Survive, Now More Than Ever

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.

Sponsored Content | This article is sponsored by BarkleyOKRP | By Allyssa Kennedy | Published 5 years ago | About a 1 minute read

Image: You X Ventures/Unsplash

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. ...

Allyssa Kennedy

Account Director
BarkleyOKRP

Allyssa Kennedy is an Account Director within Barkley's Purpose and Sustainability group. For more than a decade, Allyssa has helped brands define, live and communicate their purpose inside and outside of their organizations.

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