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Purpose is more than a lofty idea


It's what differentiates success, extrinsically and intrinsically. Simply put, purpose propels an organization's product or service output while providing a meaningful reason for existing.


Today’s employees, customers, investors, communities and other stakeholders are asking profound questions about the impact of business on the structure of society. It's no longer enough to turn a profit to benefit the few. Stakeholders expect a higher objective that benefits the many


A well-executed purpose statement defines clear, top down guidance to business values and objectives, fueling growth and innovation and charting the map to ultimate success.


Purpose pays. 

Purpose and profitability go hand in hand. In a survey of 1,500 global C-Suite executives, DDI found that companies who both define and act with a sense of purpose outperformed financial markets by 42%. The EY Beacon Institute reports similar findings, with 58% of companies who prioritized both the definition and enactment of organizational purpose experienced growth of 10% or more. Compare that with those late to the game or flat out deniers. Forty-two percent of companies resistant to purpose report flat or declining revenue over the same period.

It's a matter of trust. 

The endless transition periods of the 21st century have catapulted brands who have earned trust to the forefront. According to a recent Porter Novelli/Cone study, 86% of consumers are more likely to trust a purpose-led company, and 83% are more loyal to those organizations. And to add to the goodwill, three-quarters say they tell others to buy products from the company and 62% share information about them on their social networks.


Corporate integrity is demonstrated through consistency of actions, values, decisions and outcomes. Brands that make decisions that consistently underscore societal good are rewarded with resiliency. They retain employees, customers and shareholders, even when the going gets rough. The same Porter Novelli/Cone research found that 73% of consumers were likely to defend a purpose-driven company if someone spoke badly about it.


Defining a brand's higher cause helps set long-term business strategy, creates a bigger competitive advantage and differentiation in the marketplace, inspires innovation, increases brand trust and loyalty, and ultimately, helps the company stand the test of time.


Making a long-term commitment. 

To engage on the right side of global and social engagement, companies must align their goals with that of its stakeholders and place long-term commitment over short-term profitability. Neilson discovered that 75% of millennials would change their purchase habits to reduce their impact on the environment. Putting this into context, 75% of US workers will be millennials by 2025. 


Purpose exploration and engagement may force company leadership to re-evaluate how they produce, consume and supply goods and services to make operations, supply chains, products and services more socially and environmentally sustainable. As a purpose proposal is unrolled, it must provide a clear guideline on business values and objectives, while unifying audiences and challenging them to engage. 

Employees want to do the right thing. 

Everyone wants to play on the winning team. To be part of something bigger. To find true happiness.


Providing employees with a sense of purpose and camaraderie on the job is as important as competitive salaries among the largest demographics. EY found that purpose is a key driver of employee engagement, with 96% of leaders saying that purpose is important to their job satisfaction. Having a purpose statement not only has a positive effect on engagement overall, but twice as many leaders get meaning from work and energy levels are 60% higher.

A lack of enthusiasm isn't the only downfall to a profit-first philosophy. According to the State of the American Workplace report, 4 out of 10 employees are currently disengaged at work, affecting workplace culture, leading to safety incidents, high turnover, absenteeism, all leading to negative productivity. With the cost to bring on a new employee being as high as 150% of that employee's salary, it's logical to engage them from the first day.

A proactive talent acquisition strategy is only enhanced when there is a foundation of vision and purpose that encourages everyone within a company to play in its success. A KPMG found the proposal so powerful that half of today's workforce would take a 15% cut in pay to do something meaningful. Furthermore, people engaged in meaningful work have a 15% lower risk of death.



Purpose-driven business goals communicate a deep commitment to do

the right thing for the right reason, regardless of the circumstances.

And that's what Brightling is all about.

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