PURPOSE UNDER PRESSURE

Purpose Under Pressure builds on findings from the Purpose Paradox, a 2020 study conducted by Carol Cone ON PURPOSE and The Harris Poll to explore the influence and impacts of Purpose in business-to-business (B2B) companies. The B2B Purpose Paradox uncovered a critical gap: while 86% of companies had a stated Purpose, only 24% of those had fully activated it in their organizations... We saw Purpose help brands navigate the waters of a global pandemic to do right by employees and communities. It provided guidance and guardrails for companies responding to stakeholder demands around social justice commitments and delivered organizational direction and ambition for companies to approach their ESG (environmental, social and governance) goals and strategies. It has even given organizations direction when reacting to heated ​political conversations and responses during times of war and global conflict. Now, Purpose proves to be a panacea for another major business challenge: The Great..