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WHY PURPOSE MATTERS

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It's not a secret anymore - purpose is a key business driver and fundamental to creating competitive advantage.

Our team at People With Purpose have curated a number of research findings that point to the primacy of purpose in achieving superior business outcomes.

Start with why to harness the power of meaning for all stakeholders of your organisation. Purpose embedded well provides the keys to true sustainability: a business that is viable into the long-term by creating value for all.

To find out more feel free to contact me at:
danielle@peoplewithpurpose.com
www.peoplewithpurpose.com
@purposepeople
@danielleduell
https://www.linkedin.com/company-beta/3761218/

Published in: Leadership & Management

WHY PURPOSE MATTERS

  1. 1. PEOPLE WITH PURPOSE WHY PURPOSE MATTERS June 2017 THE BUSINESS CASE FOR PURPOSE
  2. 2. PURPOSE MATTERS TO YOUR CUSTOMERS
  3. 3. Six in 10 citizens believe doing good should be part of a brand’s DNA, beyond its everyday business and best operations practices 6 10 Half agree that brands have more power to solve social ills than governments do 50% 62% will not buy if a brand fails to meet its obligations to consumers, the community, and society at large 62% Edelman Earned Brand 2016
  4. 4. BEYOND CORPORATE SOCIAL RESPONSIBILITY IT ISN’T JUST ABOUT PHILANTHROPY, OR CORPORATE SOCIAL RESPONSIBILITY. IT’S SMART BUSINESS. CONSUMERS AND EMPLOYEES EXPECT COMPANIES TO BE AUTHENTIC, TRANSPARENT, AND RESPONSIVE TO COMMUNITY NEEDS. Ingrid Embree Senior Director of Strategic Partnerships at GlobalGiving
  5. 5. PURPOSE MATTERS TO YOUR EMPLOYEES
  6. 6. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters MILLENNIALS: THE MOST PURPOSE – ORIENTED GROUP TO EVER ENTER THE WORKFORCE WILL ACCOUNT FOR 75% OF THE WORKFORCE BY 2025* *FASTCOMPANY
  7. 7. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters PURPOSE-DRIVEN COMPANIES GET MORE ENGAGEMENT ON LINKEDIN 3.5x more company followers per employee 33% better Inmail acceptance rate 117% more LinkedIn Company Page views per employee 74% of LinkedIn members place a high value on finding work that delivers on a sense of purpose PURPOSE AT WORK, 2016 GLOBAL REPORT COMMISSIONED BY LINKEDIN AND IMPERATIVE
  8. 8. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters ORGANISATIONS WITH A STRONG SENSE OF PURPOSE REPORTED 73% OF EMPLOYEES WERE FULLY ENGAGED, COMPARED TO 23% OF EMPLOYEES IN AN ORGANISATION WITHOUT A SENSE OF PURPOSE Deloitte Survey: Strong Sense of Purpose Key Driver of Business Investment
  9. 9. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters “Only once an organization is authentically led with purpose can employees truly begin to appreciate what it means for them and their work. This next level of activation begins with managers and coaches, who hold the power to guide employees in building a personal connection to organizational purpose. To be fully engaged, employees need to find meaning in their daily work.” PWC PUTTING PURPOSE TO WORK REPORT
  10. 10. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters GALLUP REPORT - STATE OF THE AMERICAN WORKPLACE ENGAGED EMPLOYEES LEAD TO BETTER BUSINESS OUTCOMES WHEN COMPARED WITH BUSINESS UNITS IN THE BOTTOM QUARTILE OF ENGAGEMENT, THOSE IN THE TOP QUARTILE REALIZE IMPROVEMENTS IN THE FOLLOWING AREAS: Absenteeism Turnover (High-Turnover Organizations) Turnover (Low-Turnover Organizations) Shrinkage Safety Incidents Patient Safety Incidents Quality Defects (Defects) Customer MetricsProductivity Sales Profitability Lower Lower Lower Lower Fewer Fewer Fewer HigherHigher Higher Higher 41% 24% 59% 28% 70% 58% 40% 10%17% 20% 21%
  11. 11. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters Top-quartile companies are winning the war for talent, measured through employee Net Promoter® scores (eNPS), a widely used indicator of employee loyalty and enthusiasm. Top performers’ eNPS is 23, compared with a low of -56 for others in the survey. Taking the measure of your innovation performance Bain & Company - 2013 Higher employee loyalty 23% -56% -80% -60% -40% -20% 0% 20% 40% High performer Other Employee loyalty (NPS score)
  12. 12. PURPOSE MATTERS TO YOUR PROFIT
  13. 13. MEANINGFUL BRANDS HAVE OUTPERFORMED THE STOCK MARKET BY 206% OVER THE LAST 10 YEARS MEANINGFUL BRANDS INDEX
  14. 14. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters FIRMS OF ENDEARMENT; COMPANIES THAT PRACTICE “CONSCIOUS CAPITALISM” PERFORM 10X BETTER, TONY SCHWARTZ THE 18 PUBLICLY TRADED FIRMS OF ENDEARMENT OUTPERFORMED THE S&P 500 INDEX BY A FACTOR OF 10.5 OVER THE YEARS 1996-2011.
  15. 15. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters “THE BRANDS THAT HAVE NOT YET CAUGHT ONTO THIS, AND ARE NOT THINKING ABOUT HOW THEY WILL EMBED ENVIRONMENTAL AND SOCIAL SUSTAINABILITY WITHIN THEIR BUSINESS MODEL WILL NOT BE AROUND IN THE NEXT 50 YEARS” - KEITH WEED CHIEF MARKETING OFFICER OF UNILEVER
  16. 16. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters EY - THE BUSINESS CASE FOR PURPOSE REPORT IN THE LAST THREE YEARS: 58% OF COMPANIES THAT PRIORITISED PURPOSE ACHIEVED 10% OR MORE REVENUE GROWTH OVER 3 YEARS 10 % $
  17. 17. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters 85% PURPOSE AT WORK, 2016 GLOBAL REPORT COMMISSIONED BY LINKEDIN AND IMPERATIVE; EY - THE BUSINESS CASE FOR PURPOSE REPORT IN THE LAST THREE YEARS: 42% OF NON-PURPOSE LED COMPANIES SHOWED A DROP IN REVENUE VS. 85% OF PURPOSE-LED COMPANIES SHOWED POSITIVE GROWTH
  18. 18. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters IN THE LAST THREE YEARS: 58% OF COMPANIES WITH A CLEARLY ARTICULATED AND UNDERSTOOD PURPOSE EXPERIENCED GROWTH OF +10% VS. ONLY 42% OF COMPANIES NOT PRIORITIZING PURPOSE PURPOSE AT WORK, 2016 GLOBAL REPORT COMMISSIONED BY LINKEDIN AND IMPERATIVE; EY - THE BUSINESS CASE FOR PURPOSE REPORT
  19. 19. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters ‘TODAY WE HAVE A VISION TO MAKE SUSTAINABLE LIVING COMMONPLACE. THIS IS NOT BECAUSE IT IS A “NICE TO HAVE”; OUR SUSTAINABLE LIVING BRANDS – SUCH AS LIFEBUOY, BEN & JERRY’S AND DOVE – ARE GROWING AT TWICE THE RATE OF THE REST OF OUR PORTFOLIO AND DELIVERING MORE THAN HALF OUR GROWTH. THIS IS AN ECONOMIC DECISION AND IT IS DRIVING OUR BUSINESS.’ - KEITH WEED CHIEF MARKETING OFFICER OF UNILEVER
  20. 20. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters FORTUNE 100 BEST COMPANIES TO WORK FOR® LIST HAS OUTPERFORMED THE STOCK MARKET BY NEARLY 3X FROM 1998–2016 -GREAT PLACE TO WORK REPORT
  21. 21. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters JOHN KOTTER AND JAMES HESKETT’S ANALYSIS OF FIRMS WITH A STAKEHOLDER CULTURE SHOWED A DIFFERENCE BETWEEN A 900% AND A 75% APPRECIATION IN EQUITY VALUE AND A DIFFERENCE OF 756% VERSUS 1% FOR NET INCOME GROWTH JOHN KOTTER AND JAMES HESKETT, CORPORATE CULTURE AND PERFORMANCE, 1992
  22. 22. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters ETHISPHERE’S WORLD’S MOST ETHICAL COMPANIES HAVE COLLECTIVELY OUTPERFORMED THE S&P 500 EVERY YEAR SINCE THE INCEPTION OF THE PROGRAM IN 2007, BY AN AVERAGE OF 7.3% ANNUALLY - ETHISPHERE
  23. 23. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters THE GALLUP GREAT WORKPLACE AWARD COMPANIES EXPERIENCED 115% GROWTH IN EPS, WHILE THEIR COMPETITORS EXPERIENCED 27% GROWTH OVER THE SAME TIME PERIOD GALLUP REPORT - STATE OF THE AMERICAN WORKPLACE 115% GROWTH IN EARNINGS PER SHARE
  24. 24. “WE LOOK AT THE SUSTAINABLE DEVELOPMENT GOALS (SDGS) AND SAY, ‘THERE IS A MARKET HERE’. YOU CAN ACTUALLY QUANTIFY THE MARKET POTENTIAL OF FOR- PROFIT BUSINESS TO MEET THE NEEDS OF THE SDGS. GETTING BUSINESS TO UNDERSTAND THAT THIS IS ABOUT NEW MARKETS, NEW BUSINESS OPPORTUNITIES, AND NEW BUSINESS MODELS — INSTEAD OF CHARITY OR THE MANDATE OF THE DEVELOPMENT AGENCIES, THE GOVERNMENT, AND THE NGOS IS A FUNDAMENTAL SHIFT THAT CAN BE VERY EMPOWERING.” - MARK KRAMER - CO-AUTHOR CREATING SHARED VALUE
  25. 25. PURPOSE MATTERS TO LEADERS
  26. 26. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters 46 PERCENT SAID THEIR COMPANY HAS A STRONG SENSE OF PURPOSE 44 PERCENT SAID THEIR COMPANY IS TRYING TO DEVELOP ONE ONLY A MINORITY SAID THEIR COMPANY CURRENTLY RUNS IN A PURPOSE-DRIVEN WAY 46% 44% EY - THE BUSINESS CASE FOR PURPOSE REPORT
  27. 27. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters 90 PERCENT OF EXECUTIVES SURVEYED SAID THEIR COMPANY UNDERSTANDS THE IMPORTANCE OF SUCH PURPOSE, BUT ONLY 46 PERCENT SAID IT INFORMS THEIR STRATEGIC AND OPERATIONAL DECISION-MAKING EY - THE BUSINESS CASE FOR PURPOSE REPORT
  28. 28. © People With Purpose 2017 PEOPLE WITH PURPOSE Why Purpose Matters MOST EXECUTIVES BELIEVE PURPOSE MATTERS EY - THE BUSINESS CASE FOR PURPOSE REPORT OF EXECUTIVES SURVEYED SAID A STRONG SENSE OF COLLECTIVE PURPOSE DRIVES EMPLOYEE SATISFACTION89% 84% 80% SAID IT CAN AFFECT AN ORGANIZATION’S ABILITY TO TRANSFORM, AND SAID IT HELPS INCREASE CUSTOMER LOYALTY
  29. 29. Purpose with the Power to Transform Your Organization

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