Why a purpose-driven strategy is good for business

Introduction

Although substantial evidence demonstrates the business value of purpose, many skeptics still believe there is an inherent trade-off between purpose and profit; values and value.

We disagree, and there is significant data to back up our position. An integrated purpose strategy focused on the differentiated role a company serves in society is good business strategy that drives sustainable, long-term value. In fact, purpose strategy is increasingly a business imperative to manage enterprise risk; build trust with customers, investors, and other stakeholders; and develop new markets. Backed by strategic investment in the core of the business, including in the systems that enable the company to consistently deliver on its purpose, it can also be a source of competitive...