Purpose not profit is business leaders’ key to success

Three quarters of respondents say that embracing and integrating corporate purpose in their organisation is key to succeeding in the uncertain global economy.

A majority (73 per cent) of business leader respondents believe in the value of a strong corporate purpose, and only a minority (15 per cent) say their company’s main purpose is to maximise shareholder value, according to the EY report, How can purpose reveal a path through disruption? Mapping the journey from rhetoric to reality.

Based on a survey of 1,470 global leaders representing companies across various industries in developed and emerging markets around the world, the respondents include 500 businesses with annual revenues of US $2.5 billion or more.

The report reveals that purpose means different things to different companies. When asked to characterise their organisation’s goal, 33 per cent of those surveyed cite bringing value to customers, 15 per cent of global organisations say boosting their share price and 11 per cent cite bringing value to customers to their employees, all focusing on a single stakeholder group.

Others have a different conception: 40 per cent of respondents say their organisation’s purpose is aimed at creating value for multiple stakeholders or offering an aspirational reason for being.

In addition, two-thirds of executives (66 per cent) are profoundly rethinking their organisations’ goals as a result of the disrupted environment, and 52 per cent of those are moving in the direction of this wider concept of purpose. Sixty-eight per cent of companies that broadly define vision and integrated it into their organisations say purpose gives them the agility to innovate in times of disruption.

Tangible benefits

The survey finds that 97 per cent of companies that deeply integrate a broader sense of purpose into their DNA report a good or great deal of incremental value from doing so.

Companies that have deeply embedded an aspirational and human-centric definition of purpose cite specific ways in which embedding their goal across activities creates value. Fifty-two percent said say that it helps build customer loyalty; 51 per cent report that it preserves brand value and reputation; 42 per cent cite that it helps them attract and retain staff; and 40 per cent attribute the ability to develop new and innovative products to the presence of purpose within their business.

Valerie Keller, global lead, EY Beacon Institute and EY Global Markets, says, ‘Our research shows the real advantages companies gain when going on an authentic journey. The data also busts the myth of purpose versus profit.

‘Seventy-five per cent of purposeful companies involved in our survey tell us that the integration of purpose creates value in the short-term, as well as over the long run. They also report that being purposeful gives them greater agility to innovate in the face of disruption and uncertainty.

‘But you have to walk the talk in your strategy, products and services, and customer and employee experiences. A purpose patina of words without action runs the risk of unmet stakeholder expectations, decreased trust and missed opportunities.’

Leaders need to turn their purpose rhetoric into business reality

In order to help businesses understand the pathway to turning the rhetoric into reality, the report identifies four steps that can help every organisation reach their goals:

Clearly articulate a vision that responds to the needs of their stakeholders and is grounded in what an organisation does

Embed purpose into their strategy and operations, and align their decision-making with that purpose

Constantly evaluate where they are in their journey and what needs to change

Accelerate the journey by placing vision at the centre of their culture and ensuring it is owned by their people

Keller says, ‘All the disruption geopolitically, economically and technologically is a catalyst for a new evolution in business. Those most able to thrive in this new world are focused on their impact on the humans they touch – the customers, the employees and the wider society.’

Further reading on the key to success

Owen Gough, SmallBusiness UK

Owen Gough

Owen was a reporter for Bonhill Group plc writing across the Smallbusiness.co.uk and Growthbusiness.co.uk titles before moving on to be a Digital Technology reporter for the Express.co.uk.