Purposeful Business

We believe purpose is a company’s intrinsic reason for being, which goes beyond delivering profits and value for shareholders. It unifies all stakeholders while embodying a company’s role in the broader economic, societal or environmental context. Simply put, it’s why you do what you do.

To be authentic and deliver real change, a company’s purpose has to be aligned with the core business, championed throughout the organisation, and measurable.

We work with our clients to create campaigns that have a positive societal impact and build trust. Our approach draws on a number of elements that starts with a comprehensive review to better understand the relevance of programmes in your landscape. We then collaborate, train and create to ensure your purpose is understood and resonates with your target audience.

Case study

The World Food Programme (WFP), in partnership with the European Union, Turkish Red Crescent, MoFSP and AFAD, launched the Emergency Social Safety Net (ESSN). The ESSN is the largest humanitarian relief project in EU history and has an associated debit card through which refugee families receive a fixed income to spend on essentials. Highlighting the success of the programme was a significant reputational risk for the EU, given that their funding of it did not benefit citizens of the EU. Our approach incorporated:

  • Conducting a quantitative and qualitative research to identify a tipping point that triggers every human’s innate “care reflex”
  • Partnering with the EU and WFP to create a campaign which focused on our collective desire to provide our children with consistency
  • Partnering with famous celebrity mothers, like CNN reporter Annelise Hesme in Turkey, to bring their stories to life

The campaign received over 63 million impressions, 4.4 million completed video views and 15,000 social engagements of positive support for refugees.

Services

All clients have access to our deep expertise in research, planning, strategy, execution and measurement and evaluation but we also offer in particular:

Purpose auditing

Narrative and messaging workshops

Comms campaign design and implementation

Purpose c-suite presentation training

Partnership identification and management

Build and design purpose and ESG reports