INTRODUCTION

Purpose is a much talked-about theme in business today – and rightly so. In a world that’s on a trajectory to environmental disaster and riven with societal inequalities, it’s about time business stopped being part of the problem and started being part of the solution.

The concept of ‘Purpose-driven business’ sits in close company with concepts such as ‘sustainability’ and ‘responsible business’ but much like cola drinks, all of these concepts exist on a spectrum – ranging from ‘lite’ to ‘the real thing’.

It becomes the highest goal and organising idea for the company. It also enables the company to unify and mobilise stakeholders, turning them into engaged and enabled partners in the company’s Purpose.