Purpose is niet meer weg te denken uit het communicatievak. Unilever CEO Alan Jope stelt zelfs onomwonden dat hij geen merken meer in portefeuille wil die niet "purpose driven" zijn. Maar wat is purpose, en hoe creëer je er waarde mee voor je organisatie en de stakeholders? In dit gratis webinar scheppen Paul Stamsnijder (Reputatiegroep) en Raf Weverbergh (FINN) klaarheid in purpose voor collega-communicatieprofessionals: - Wat is purpose eigenlijk? - (Wat) levert het bedrijven op om met purpose bezig te zijn? - Is purpose meer dan een buzzword? - Welke goede voorbeelden zijn er van bedrijven die purpose inzetten om succesvoller te zijn? - Hoe ontwikkel je een purpose?

1. Purpose
Webinar

2. 2
Paul Stamsnijder
referenties o.a.
founding partner Reputatiegroep
ABP, ABN AMRO, ABU, Aegon, AFM, CBR, Damen Shipyards, DNB,
EBN, Havenbedrijf Rotterdam, KLM, ministeries (EZ, IenW, SZW),
NVB, Nza, Philips, ProRail, Rabobank, Roche, Royal Dutch Shell,
Sodexo Nederland, TLN
Recente
Publicaties
“Stakeholdermanagement – start met wie” (2016)
”Het argument in de samenleving” (2018)
”Purpose - het verhaal van de moraal” (2019)

3. Raf Weverbergh
• Mede-oprichter van FINN
• Communicatiestrateeg voor purpose-driven bedrijven zoals
DSM, Vandersanden, Daikin, Saint-Gobain,...
• Onderzoekt en blogt over purpose, thought leadership en
geïntegreerde communicatie

4. What is purpose?

5. A few definitions
• “an organization’s reason for being” (The Purposeful
Company Report)
• “the statement of a company’s moral response to its
broadly definied responsibilities” (Bartlett and
Ghoshal (1994))
• “producing a social benefit over and above the
tangible pecuniary payoff” (Thakor and Quinn (2013))
• “a concrete goal or objective that reaches beyond
profit maximization” (Henderson and Van den Steen
(2015))

6. 4 dimensions according to the Purposeful Company Report
• External: "purpose is a covenant with customers"
• Internal: "it is a reciprocal, human contract with
employees"
• Societal: "mutuality of interest between society and firm"
• Moral: "a desire to contribute to human betterment"

7. What is this ‘purpose’
people are talking about?
The 21st
cent.
interpretation
of the
mission
statement,
but with more
emphasis on
CSR

8. Shareholder capitalism

9. Stakeholder capitalism

10. Yes, but what
about profit for
my company?

11. Alan Jope, CEO Unilever
3 beliefs:
“Companies with
purpose last”
“Brands with purpose
grow”
“People with purpose
thrive”
Source: interview
Davos 2019

12. Hilde Van de Velde, Chief Purpose Officer Deloitte Belgium
Two goals:
- “We want people to
do work that has
meaning for them.”
- “We can help clients
to create value in a
sustainable way”
E.g. How can you
robotise and
simultaneously discuss
the social and human
implications in advance
with your clients? How
can you anticipate the
environmental impact of
projects?”
Source: ETION
magazine

13. A testimonial
Alan Jope:
• “Our purpose-led brands are growing twice the rate
of the rest of the portfolio”
• “Sustainable sourcing takes cost out of the
business”
• “It reduces risk”
Source: Interview Clifford Chance

14. But what about Danone?

15. Philips

16. What does research tell us?
Purpose-Family = high
camaraderie
Purpose-Clarity = high
clarity from
management
Firms with a high
purpose clarity
"exhibit superior
accounting and stock
market performance".
Source: Gartenberg et
al

18. How is this
different from
vision and
mission?

20. • Vision: "what the organization wishes to be like in
some years’ time. It’s usually drawn up by senior
management, in an effort to take the thinking beyond
day-to-day activity in a clear, memorable way."
• Mission: "describes what business the organization
is in (and what it isn’t) both now and projecting into
the future. Its aim is to provide focus for
management and staff.“
Source: Graham Kenny, Harvard Business Review

21. So....
• Mission & Vision is more about the business &
financial side of things?
• And purpose is more about the societal, non-
financial benefits?

22. Yes, but...

23. Purpose has replaced the mission statement: ‘woke’ or more holistic?

24. A few examples

26. Unilever: “Sustainable living”

27. Novo Nordisk: “Defeat diabetes”

28. Disney: “Happiness”

29. Tesla: “To accelerate the world’s transition to sustainable energy”

30. But:
Vox.com

31. Inspiration

32. 6 types of purpose (Source: Meaning Inc., Gurnek Bains)

33. Pop quiz: what type of purpose does Disney believe in?

34. Pop quiz: what type of purpose does Unilever show?

35. How to find your
purpose?

36. Purpose exercise

39. Further reading:
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