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purpose

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  • Businesses that prioritise social value will thrive as we build back better

    Steve Butterworth, (Jun 21, 2021)

    COMMENT: Steve Butterworth, CEO of Neighbourly, argues the case for localisation as a means to both recover from the pandemic and reduce the inequalities it exposed

  • ‘It’s not enough to rely on sustainable business “heroes”, we need every company to act’

    Chris Turner, (Jun 16, 2021)

    Comment: B Lab UK’s Chris Turner explains why more than 550 companies and the Institute of Directors are backing a campaign to put people and planet on equal footing with profit in the UK

  • To engage stakeholders, ESG reports must go beyond data and get to the ‘why’

    Carol Goodstein, (May 11, 2021)

    COMMENT: Carol Goodstein explains how storytelling backed by data can be a vital tool in communicating a company's purpose to different audiences

  • ‘Instead of training courses, let employees learn by doing good in the community’

    Ed Mayo, (Oct 6, 2020)

    Comment: Ed Mayo of UK social enterprise Pilotlight argues for a new model of corporate volunteering that will allow companies to ‘give back better’

  • A playbook for ethical marketing during a crisis

    Kellie Cummings, (May 14, 2020)

    When customers feel vulnerable, they are more inclined to scrutinise brand messages. Communicators need to adopt different strategies to avoid eroding trust, says leadership consultant Kellie Cummings

  • Shaping a sustainable post-Covid-19 world: five lessons for business

    Mike Barry, (Mar 27, 2020)

    Mike Barry of A Blueprint for Better Business outlines how companies can convert the management-speak of ‘purpose’ into action that contributes towards building a more resilient, equal and healthy society on the other side of the pandemic

  • Lost in translation: why global CSR reporting may not be as global as we think

    Gabriela Gutierrez-Heurter O, (Aug 13, 2019)

    King’s Business School’s Dr Gabriela Gutierrez-Huerter O studied one multinational company to find out how faithfully sustainability policies set by head office are followed in its operations around the world

  • Why Nike was right to feature Colin Kaepernick in its controversial new ad

    Ben Hayman, (Sep 17, 2018)

    Ben Hayman of brand purpose consultancy Given says companies can and should be prepared to take stands on issues such as racism, but only if their messaging is authentic and credible

  • Why a people-centred culture is crucial in the digital age

    Chris Humphrey and Emma Macdonald, (Jul 30, 2018)

    Chris Humphrey and Emma Macdonald, authors of Culture by Design, highlight the pivotal role HR plays in translating purpose into something that can be seen and felt by customers

  • Comment: 'The SDGs are too important to be left to marketing departments'

    Matthew Yeomans, (Jun 11, 2018)

    Sustainly founder Matthew Yeomans argues that the Global Goals offer a golden opportunity to rebuild trust with customers, society and governments – but integrating them into corporate reporting is key

  • Paul Polman: ‘I feel like it’s my first day at Unilever, and there is a lot to do’

    Terry Slavin, (May 1, 2018)

    On the eve of a tense AGM this week, the Unilever CEO sits down with Ethical Corporation’s editor Terry Slavin, and dismisses any idea he is preparing to step down

  • 'The pursuit of results trumps everything': UK business leaders speak

    Martin Wright, (Mar 15, 2018)

    Brunswick partner Lucy Parker interviewed senior UK business people about the challenges they face in delivering long-term value as part of the British Academy's Future of the Corporation project. Martin Wright reports

  • Why HR holds the key to creating the leaders of the future

    Lindsay Hooper, (Mar 15, 2018)

    Lindsay Hooper of the University of Cambridge Institute for Sustainability Leadership introduces a new model to help companies embed purpose-driven leadership from top to bottom

  • Why Unilever is smart to tackle its digital supply chain by facing up to Facebook

    Ben Hayman, (Mar 3, 2018)

    Ben Hayman of brand purpose agency Given argues that the consumer goods giant’s ultimatum that it will pull advertising from platforms that publish toxic content plays well with parents, but shows the challenges of delivering 'purpose' in a digital world

  • Comment: Why purpose matters and four steps companies can take to get it right

    Rosie Warin, (Feb 14, 2018)

    Rosie Warin of Kin&Co says with more than half of workers saying their companies’ marketing does not reflect reality, firms put themselves at risk if they don’t make hard changes internally first

  • 5 reasons to attend the Responsible Business Summit New York

    Liam Dowd, (Feb 8, 2017)

    Delivering purpose for people, the planet and profit

+ more articles

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