Why good matters.
Not long ago, the idea that corporations should strive to make a positive impact for both consumers and the world at large would be considered idealistic.
Today, it’s simply good business.
People today have higher expectations of how companies should operate. They’re drawn to brands that believe in something bigger than what they sell, and strive to make a positive impact in the world.
New and shiny comes and goes.
Integrity and principle are forever.
Action makes a brand’s purpose concrete, its promise fulfilled, and its narrative more compelling, culturally relevant, and stronger to withstand future storms.
Good makes great.
Good is a smart business model and a competitive advantage.
12x
Over a decade-long period, purpose-driven companies outperform their counterparts by a factor of twelve. (Corporate Culture and Performance, John Kotter and James Heskett)
Mutual interest and self-interest are one and the same.
46%
Unilever reports that its most sustainable brands grew 46 percent faster than the rest of the business.
Profit and The Greater Good aren’t mutually exclusive.
77%
feel a stronger emotional connection to purpose-driven companies over traditional companies. 79% say they are more loyal. (2018 Cone/Porter Novelli Purpose Study)