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The role of purpose in future-proofing your business

Written by

Estee Lutte Engao

on

May 1, 2024

4 minutes to read

In today’s ever-changing market, the idea of future-proofing your business might immediately bring the latest technologies or trends to mind. Yet, an equally vital aspect is aligning with the emerging Purpose Economy. But what does it mean to embed purpose in your business strategy, and why is it crucial for enduring growth and resilience?

The Purpose Economy

The Purpose Economy is characterized by a shift toward businesses that not only seek profit but also pursue social and environmental impact. This economic model reflects a growing consumer and workforce demand for transparency, sustainability, and ethical consideration. It marks a fundamental change in how businesses are expected to operate to remain relevant and competitive in today’s market.

A significant transformation in consumer behavior is evident from the IBM Global Consumer Study findings, which surveyed 16,000 consumers worldwide. Over half (51%) of the respondents indicated that environmental sustainability has become more important to them than the previous year, marking a decisive shift in priorities beyond buying habits into personal and professional realms¹.

Employment decisions influenced by sustainability

The survey reveals that two-thirds of respondents are more inclined to work for companies they perceive as environmentally sustainable. This trend underscores the importance of corporate responsibility and sustainability in attracting and retaining talent, as today’s workforce increasingly prioritizes ethical values and impact.

Investment trends reflect sustainability priorities

Similarly, there’s been a notable increase in environmentally conscious investing. Sixty-two percent of personal investors now consider environmental sustainability in their investment choices, up from 48% in 2021. This trend shows that investors are looking for more than financial returns; they want their investments to reflect their personal values on environmental stewardship.

Consumer spending aligns with sustainable values

Furthermore, the alignment between consumer intentions and their purchasing actions is strengthening. In 2021, half of the consumers surveyed were willing to pay more for sustainable brands. This trend continues, with 49% paying an average of 59% more for products branded as sustainable or socially responsible, highlighting the shifting expectations reshaping market dynamics.

The evidence is clear: the Purpose Economy is not just a niche but represents a fundamental shift in societal values and expectations. Companies that embrace these values are positioning themselves for long-term success and resilience.

Hanan Nozahy is a Plastic Bank collection community member in Egypt.

Implementing purpose in business strategy

Embedding purpose into your business strategy requires a thoughtful, top-down approach. Here are some actionable steps:

Define your purpose

Identify the specific global challenges your business can address. For instance, if your business is involved in manufacturing or retail, your purpose could be to reduce environmental impact and uplift the lives of collection communities in vulnerable coastal areas.

Communicate clearly

Ensure every team member understands the company’s purpose through effective communication across all levels and platforms. Emphasize how each role contributes to these broader goals, fostering a strong sense of participation and responsibility.

Align operations with purpose

To align your operations with your core purpose, seek partnerships that resonate with your strategic goals. For example, partnering with an organization like Plastic Bank allows your company to participate actively in ending poverty and stopping plastic pollution. By subscribing to fund plastic collection, purchasing plastic credits to offset your company’s plastic footprint, or integrating recycled plastic feedstock in your products and packaging, you contribute to significant environmental and social impacts. This collaboration advances your sustainability goals and cements your position as a leader committed to the welfare of both the planet and the people.

Measure and celebrate your impact

Develop metrics to measure the impact of your sustainable practices. If partnering with an organization like Plastic Bank, leverage their blockchain-secured platform to trace each transaction, ensuring transparency. Publicly report these metrics to enhance your brand’s credibility and demonstrate tangible progress towards your sustainability goals.

Embracing purpose is not merely about future-proofing your business – it’s about creating a future where businesses thrive on the harmony of profit, people, and the planet. Let the steps you take today inspire a legacy of impact that resonates for generations.

To explore how you can integrate purpose into your business, contact Plastic Bank and speak to one of our experts today.