The Benchmark for Meaningful Purpose
There is undeniable evidence that organizations with a strong sense of purpose are more relevant in a world that is seeking a better balance of money and meaning. Yet with all of the talk about business ‘purpose’ - and the value it creates - no standard exists to define what meaningful purpose is from the world’s point-of-view.
Brand Believability is the standard organizations must strive for to be viewed as having meaningful purpose in the eyes of the world. Simply put, it’s having a profound, positive impact on lives, communities and the world.
To arrive at this standard we conducted research to understand society’s desire for a better balance of money and meaning, and how this translates into the business equivalent of profit and purpose. It showed that organizations are viewed as having meaningful purpose when they:
Consciously focus on having a positive impact on people’s lives.
Embrace a systemic approach to scale and sustain this impact.
Align words and action to make the promise of purpose believable.