How Purpose Can Build More Societal Trust in Business
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1 Purposefully on Purpose How Purpose Can Build More Societal Trust in Business March 2017
Transcript of How Purpose Can Build More Societal Trust in Business
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Purposefully on Purpose How Purpose Can Build More
Societal Trust in Business
March 2017
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Agenda
Introductions
Panelist Presentations
Q&A
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Introductions
Chris Coulter
CEO
GlobeScan
James Morris
Director
GlobeScan
KoAnn Skrzyniarz
CEO
Sustainable Brands
Jon Banner
Executive Vice President
PepsiCo
Purposefully on Purpose A GlobeScan Perspective
March, 2017
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Two Sources of Insight
25 country survey with
samples of approximately
1,000 adults per country
Dec 2015 – May 2016
Managing Trust Risk Global Insights from Corporate
Affairs Practitioners
70 senior corporate affairs
professionals completed a
detailed online questionnaire
+ 10 in-depth qualitative
interviews
March - June 2016
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In its simplest form Purpose is
about marrying business value
with societal value . . .
In our consumer research we
explained the concept as a
company “making a positive
difference in society through its
products, services and operations
in a way that enables them to be
financially successful.”
In our work with clients
GlobeScan defines it in more
detail as . . .
“An explicitly stated and authentic
belief that defines how the
business creates value for itself
and society.
By aligning everyone within the
business towards a common goal,
it directs business decisions that
determine the way value is
created and guides how the
company engages its
stakeholders.”
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Purpose: Unfulfilled Potential?
Thirst for
Purpose
65% of global public
try to support
companies/brands
with Purpose
Dearth of
Purpose
68% consumers
believe that most
global companies do
not have Purpose
Converse on
Purpose
Only 44% of corporate
affairs professionals
believe company’s
purpose is effectively
communicated
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Currently there is an imbalance between the
demand for and supply of purposeful companies
Where companies lack Purpose, governments
may be encouraged to regulate for it
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45
50
55
60
65
Q. Governments
should require
large companies
to work towards a
better society
% Agree
Average of 21
countries
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Despite difficulties in
naming companies with
Purpose, where
consumers view a
company as purposeful
it positively drives levels
of trust
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Expression Execution Evaluation
A successful purpose needs to deliver on a
number of key elements
Explicit Purpose should explicitly and authentically define how the
organization creates value for itself and society
Aspirational Purpose should be aspirational and inspire commitment from a
broad range of stakeholders
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Expression Execution Evaluation
A successful purpose needs to deliver on a
number of key elements
Directive Purpose should direct key decisions and measures of success
of the business over the short and long-term
Aligned Purpose should be integrated throughout the organization and
help align priorities and actions
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Expression Execution Evaluation
A successful purpose needs to deliver on a
number of key elements
Trusted Purpose should increase trust in the organization with both
internal and external stakeholders
Engaging Purpose should enable and encourage engagement and
partnerships with
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GlobeScan is an evidence-led strategy consultancy
focused on stakeholder intelligence and engagement.
Offering a suite of specialist research and advisory services,
GlobeScan partners with clients to meet strategic objectives
across reputation, sustainability and purpose.
GlobeScan’s overarching purpose is to help our clients
redefine what it means to be in business.
www.globescan.com
THANK YOU!
© Hakuten Corporation All Rights reserved.
A Year of Activating Purpose
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Consumers
Have Shifted
What they
Want
© 2017 ALL RIGHTS RESERVED
PRODUCT CENTRIC
FUNCTIONAL
MARKETING 1.0
CUSTOMER
ORIENTED
FUNCTIONAL
EMOTIONAL
MARKETING 2.0
VALUE
DRIVEN
FUNCTIONAL
EMOTIONAL
PURPOSEFUL
MARKETING 3.0
SUSTAINABLE BRANDS
Purpose Comes in Environmental
And Social Flavors
Purpose is Easier to Engage Around
And Is Good for Business…
Sustainablebrands.com/resources
But Be Careful…
Sustainability Encompasses Environmental & Social Purpose…
But Purpose Is Not Necessarily Sustainable
What’s Next at SB?
Beyond Profit
Activating Purpose
Redefining the Good Life
Sustainable Brands is launching
a new global initiative to bring
media, brand leaders and their
stakeholders together to
Redefine the Good Life
SB’17 Detroit May 22-25, 2017 Cobo Center SB17Detroit.com
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