Purpose is where your core business makes a positive impact on society. This slide deck, originally presented at Major Dutch purpose event Purposed 2019, explains the value of purpose. It also covers how to connect people with your corporate purpose from a marketing, hr, csr or c-level perspective. Curious about how to transform purpose into action? Get in touch with GoodUp!

1. X

2. We now live in a purpose economy
Purpose powered by people 2

3. Society is shifting from money to meaning
Priorities are shifting from profit to purpose
Industrial revolution Capitalism Digital revolution Purpose economy
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4. The way people connect with
companies has changed
As an employee As a customer As a member of society
90% of employees are willing
to earn less to work with
purpose
50% of Gen Z says that
knowing a brand is socially
conscious positively influences
their purchase decisions
64% of people globally expect
CEOs to lead on social change
rather than waiting for
government intervention
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5. Purpose is here to stay
Purpose brands at
Unilever are growing
50% faster than other
brands and deliver
60% of total growth
The number of Gen-X
(69%) and baby-boom
employees (46%) who
are asking for more
opportunities to
engage in purpose
work are also growing
50 highest-performing
businesses are driven
by purpose and grew 3
times faster than their
competitors
Purpose powered by people 5

6. Every industry feels the urgency of purpose
Financials Consultancy Energy Consumer goods
Some experience a push from inside, others from outside the company
Tech Heavy industry Transport
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7. Forward-thinking companies
already put purpose first
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8. Even CEOs of the biggest
corporations are choosing purpose
Recently, the CEOs of 181 leading U.S. companies signed a purpose declaration
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9. Let’s have a look at some purpose
front runners
Purpose powered by people

10. activates employees on skill based initiatives, both
in society and within their business
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11. challenges its employees to innovate in line with the corporate
purpose to build a purpose led, value driven company
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12. connects its employees to strengthen both
corporate purpose and its brands
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13. has a very clear purpose and acts on it, inspiring
employees and all other stakeholders to join and act
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14. What do these purpose
frontrunners have in common?
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15. They maximise the untapped
do-good potential of their employees
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16. From polishing the outer layer
Purpose
Vision
Mission
Values
Positioning
Purpose
Vision
Mission
Values
Positioning
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To nourishing the core

17. This changes the way we do business
Recruiting Attracting
Top-down programmes Bottom-up initiatives
Cause marketing Authentic stories
Revenue Social and business value
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HR:
CSR:
Marketing:
C-level:

18. The New Employee
Traditional values Purpose-driven values
extrinsically motivated
driven by money and status
serving a company
intrinsically motivated
driven to contribute to a better world
serving a bigger mission
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19. Purpose powered by people 19
Impact
initiatives
Corporate purpose
Employees
Personal purpose
Bottom-up skill-based
supply & demand
NGOs, Partners, Funds &
Social Ventures
Knowledge, challenges and
resources
That’s why GoodUp exists
A bottom-up, action-oriented solution for the purpose economy
HR Marketing / CommsCEO
Engaged employees, highest
employer branding scores
Happy stakeholders and a
future proof business model
Authentic stories in line
with brand purpose
CSR
Bottom-up generated
social impact

20. “The GoodUp platform doesn’t just allow initiatives, it also really
drives bottom-up engagement. It helps people across the company
to see which projects are active, how other employees are
collaborating and the impact that results from those initiatives.”
Ayesha Malik
Digital Marketing Specialist DSM
Purpose powered by people 20

21. “If you see that 90% of the people has participated
actively on the platform in only a couple of months,
then you know that this was the right route and it
can really be done.”
Anniek Mauser
Sustainability Director Unilever Benelux
Purpose powered by people 21

22. “Transavia wants to reduce its CO2 emission and at the same
time keep flying accessible to everyone. With our new platform
WeCare, every Transavia employee can contribute to this goal by
creating and supporting sustainable solutions.”
Mattijs ten Brink
Former CEO Transavia
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23. This is just the beginning
Let’s team up for change!