Our article, The win-win shift powering business performance, in The Times’ ‘Sustainable Business 2022’ report details the evolution and importance of purpose, our research behind the purpose gap, and explains why businesses urgently need to embed purpose into the fabric of their organisation.
We recently completed a survey with 2,000 UK employees and found that 69% of those at large businesses felt their company’s purpose conflicted – or only partially aligned – with how it operates daily. Worryingly, two-thirds (64%) at large businesses also said their business had changed only a little, or not at all, since it set out its purpose.
This is what we call the purpose gap, highlighting a clear gulf between the ambition of senior leaders and the reality of workers’ experiences.
Why is it important to close the purpose gap?
Today, with the clock ticking on the UN’s Sustainable Development Goals and the climate crisis reaching a point of no return, purpose is helping business address the threats facing our planet and society while also boosting its bottom line.
Purpose-driven companies also attract and retain the best talent, innovate more and enjoy greater loyalty from customers. It is proven that businesses without purpose embedded into their strategy and culture are largely failing to reap the rewards that being purpose-driven generates.
What are the five essential practices to embed purpose?
To use purpose to drive meaningful societal change and earn long-term, sustainable growth, it must be woven into the fabric of the organisation. After spearheading work on purpose for over 12 years, we have identified five essential practices to help businesses embark on a purpose-transformation programme: Governance, Leadership, Colleague engagement, Brand & innovation, and Metrics & measurement.
These are interconnected elements of one complete purpose-transformation programme, all combining to put purpose at the heart of decision-making, customer experience, employee engagement and, ultimately, the balance sheet.
If you’re ready to think about purpose as a complete management strategy and embed it in your organisation, download the second edition of the Given Insiders’ Guide To Purpose and explore the specifics of the five essential practices.
Have a question about purpose? Let’s talk! Contact us at firstname.lastname@example.org
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Why I feel so proud to come second
Last week, Given was one of eight agencies to reach the final of this year’s Creative Shootout. A bonkers day where we all had four hours to respond to a brief set by Carers UK.
Hello world, our new website is here
When it comes to internal projects – sometimes things need that little bit more of a push. After all, when there’s client work on the way, well, internal work just needs to stay (temporarily) at bay.
Bringing out the big guns for Creative Shootout
We’re through! Given has made the final to compete in the year’s most intense creative competition, Creative Shootout. On 25th January at BAFTA we’ll be put to the test with a sprint brief from Carers UK in the hopes of winning a prize fund, media partnerships and the opportunity to stage our campaign.
Our perspective on purpose
What’s the purpose of purpose? At Given, we see purpose as a management approach. One that creates business value by profitably solving the problems of people and the planet. It’s a company’s core reason for being, and is how it can have a unique, positive impact on the world.
In 2022, we took the airwaves for the first time with our podcast Purposing. Two seasons and 16 episodes later, we’re still lifting the lid on how to run a truly purposeful business. ‘Purposing’ is a podcast for CEOs, senior leaders and wanting to understand how to put purpose into practice.
Insiders’ Guide to Purpose
S2/Ep8 of the Purposing podcast with Steve Waygood
If we don’t fix the market, we won’t fix climate change
S2/Ep7 of the Purposing podcast with Char Love
Moving faster, aiming higher, and digging deeper - the role of advocacy in purpose-driven businesses
S2/Ep6 of the Purposing podcast with Dr Sally Uren
Why systems thinking is essential for purpose-driven businesses
Insiders’ Guide to Purpose #3 – Bringing purpose to your culture
Just like purpose, organisational culture has never been higher up the boardroom agenda. The Insiders' Guide to Purpose 3 will help you unlock the benefits of a purpose-driven culture
S2/Ep5 of the Purposing podcast with Jessie Macneil-Brown
How Ben & Jerry’s put fearless activism at the core of their social mission, with Jessie Macneil-Brown, Head of Social Mission Europe at Ben & Jerry’s
S2/Ep4 of the Purposing podcast with Hayley Still
How to disrupt an industry through purpose, with Hayley Still, CEO at Hydrogen Group