The Business of Purpose.
Purpose is no longer a “nice to have.” As @aisling_connaughton explains, after years of scientists campaigning, the politicians are finally listening. Brands and retailers need to start making changes now. Tom Ashley highlights new legislation for DTC packaging to be 100% recyclable by 2030, and that’s just the tip of the iceberg.
Alongside sustainability, purpose has a significant impact on staff retention – according to a McKinsey Study, 70 percent of employees said that their sense of purpose is defined by their work. So, like it or not, brand leadership plays an important part in helping employees find their purpose.
Overall, meaningful brand purpose is just good for business – a Harvard Business review notes that:
“84% of Executives said that an organisation that has shared purpose will be more successful in its transformation efforts”
Purposeful business is here to stay – and brands can change the world and make a profit.
🎥: @thesheriffoflondon
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