LLOYDS BANKING GROUP

How do you turn words into a compass?

When we started working with Lloyds Banking Group, they had a purpose statement, but they weren’t using it to drive strategy or decision making. That meant it had limited impact on the business, or on society. As their strategic partners, we helped bring meaning to their statement and use it to guide them as they become a truly purpose-driven business.

  • 92% of colleagues now believe delivering on the purpose will help the business profitably grow
  • 79% of colleagues already see how the business is becoming more purpose-driven
  • 1st UK bank to stop direct financing of new oil and gas exploration projects
  • £1bn fund set up to invest in regenerating disadvantaged areas across the UK
  • Winner of Corp Comms 2023 ‘Best embodiment of corporate purpose’ and the Grand Prix
Given helped shift us from being an organisation with a purpose statement to a purpose-driven organisation. Their proven process really works. Their core principle of co-creation was vital to making the work to date a success.
Fiona Cannon, OBE

Group Sustainable Business Director, Lloyds Banking Group

Co-creating the substance

We invited every one of their 54,000 colleagues to share their views on what they wanted to see from the purpose. The result was a compelling purpose-driven mission and a credible ambition: to shape finance with sustainability and inclusion at its core.

Defining values

We co-created a new set of values to help guide every employee to deliver on the purpose every day, through their behaviours, actions and decisions.

Making it real

We engaged and upskilled colleagues and leaders across the business so they had what they needed to deliver on this goal. We also provided strategic direction and creative execution to communicate the changes to colleagues. 

Upping ambition for impact

Lloyds Banking Group identified key impact areas, outside of their usual
business activity, which could benefit most from the power of their whole
Group. Using these as a starting point, we designed and delivered a strategic
programme of work that stretched leaders’ ambition.

92%

of colleagues now believe delivering on the purpose will help the business profitably grow

79%

of colleagues already see how the business is becoming more purpose-driven

1st

UK bank to stop direct financing of new oil and gas exploration projects

£1bn

fund set up to invest in regenerating disadvantaged areas across the UK