the business
case for purpose

We live in a chaotic, disruptive, radically changing world.

A world in which your consumer is no longer just choosing you for the product or service you sell.

They’re assessing what you say, what you do and what you stand for, and if it matches their values, then you may have their support and loyalty.

Without a clearly articulated purpose that is lived throughout the business and its communication, your business will not meet these new challenges, it will not transform or innovate and will not resonate with your employees or your consumers.

In other words, your business will wither and die.

Don’t believe us?

 

The public expectations of your company have never been greater… Every company must not only deliver financial performance, but also show how it makes a positive contribution to society. Without a sense of purpose, no company, either public or private, can achieve its full potential.

Larry Fink, Chairman and CEO of BlackRock, Inc., 2018

Unilever has seen, first-hand, the tangible value of making purpose a core driver of growth and differentiation. Nearly half of its top 40 brands focus on sustainability. These “Sustainable Living” brands, including Knorr, Dove and Lipton, are good for society. They are also good for Unilever—growing 50 percent faster than the company’s other brands and delivering more than 60 percent of the company’s growth.

Accenture Strategy, ‘The rise of the purpose brand’ Report, 2019

…CEOs tell us that customers will increasingly judge companies based on how they help greater society and how they live up to their own values. Notably, nearly a quarter of CEOs said their company has changed its sense of purpose in the last three years to take into account the broader impact it has on society.

PWC, 19th Annual Global CEO Survey, 2016

…a new leading edge: Those companies able to harness the power of purpose to drive performance and profitability enjoy a distinct competitive advantage… those guided by a purpose beyond making money — returned six times more to shareholders than explicitly profit-driven rivals.

FT, ‘Companies with a purpose beyond profit tend to make more money’, 2016

Nearly two thirds of CEOs told us that emphasising purpose within their business had helped improve the top line: 63% indicated it contributed positively to revenue growth compared to just 4% who felt it had detracted. But this is only part of the puzzle and only one measure of performance. As well as improving revenues, CEOs told us that purpose helps build better employee engagement, brand reputation and customer loyalty, as well as attracting new business partners.

PWC, CEO Pulse, 2016

Purposeful companies outperform the market by 42% financially.

DDI, Global Leadership Forecast, 2018

The rallying call for purpose has reached the tipping point.
It’s time to make an impact with a business and brand that matters.

to the power
of purpose

At unagency we enable substantial long-term growth for businesses by harnessing the power of purpose.

A company’s purpose should not be confused with Corporate Social Responsibility (CSR).

It is defined by Harvard Business Review as:

“an aspirational reason for being which inspires and provides a call to action for an organisation and its partners and stakeholders and provides benefit to local and global society”

or by the British Academy as:

“The purpose of business is to profitably solve the problems of people and planet, and not profit from causing problems.”

 

When it comes to purpose, your company will generally fall into one of three categories:

  • You have a clearly articulated and understood purpose
  • You don’t necessarily have a clearly articulated purpose but are working on developing one
  • You have not yet begun to develop or even think about purpose

Based on your company’s purpose status, we then apply strategy, ideation and big creative thinking to ensure that your business and brand matters.

We help discover, articulate and amplify purpose for companies who need to move forward

We help clarify purpose for companies who realise its importance but are not able to articulate it

We help amplify purpose for companies who have it and want to magnify it to the world