IS YOUR PURPOSE EMBEDDED IN YOUR BUSINESS?
The Purpose Index is designed to help you think about some of the issues surrounding Purpose, how embedded it is in your organisation and how you can use it to drive your business forward. It takes 10 minutes to complete and many leading businesses have already used it to reinvigorate their thinking.
In 1973, Yvon Chouinard set up Patagonia with a simple Purpose: “to build the best products, do no unnecessary harm and to inspire solutions to the environmental crisis”. This rallying cry captured hearts, minds and wallets of enthusiasts like Yvon. And it has made applying the company's purpose to every aspect of the business simple and natural.
Delivering the brand promise at every level has become second nature – whether it’s choosing organic cotton or encouraging people to recycle rather than buy new. It means applying it to every detail – even ensuring that every feather in their clothes is traceable and the birds are treated humanely.
This attention to detail, working hand-in-hand with company’s purpose, means it is not only hugely profitable, but also recognised as the world’s most sustainable brand.
The thing is, everyone talks about Purpose these days. But the real truth is that it means nothing unless it’s delivered. Then, as Patagonia shows, it can become a rallying cry for your staff and a potent call to action for your customers.
Get it right and you can change the world.
"At BUPA we are completely Purpose led, but the Purpose Index got me thinking about how we can do more with our partners…I've kicked this off now with our CEO"
Mairi Doyle, Director of Internal Comms, BUPA
What do top UK managers think about the top UK managers think about the importance of embedding their Purpose into business operations? We commissioned a YouGov omnibus study to look into this poorly understood area – the results speak for themselves.
Clearly businesses need to do more than pay lip service to the idea of Purpose and step up to the next level to make it count.
82% think it is important to have it clear and stated
74% said that embedding their purpose into operations is one of their priorities
Yet 66% of them identified significant barriers to implementing their Purpose
BRANDS WITH A CLEAR PURPOSE ENJOY A 46% HIGHER SHARE OF WALLET
Source: Havas Meaningful Brands® Survey 2015