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Purpose Is Not a Slogan
We live in a world where corporate purpose has been tainted. What was once an inward-facing concept, designed to demonstrate a commitment to delivering more than profit, has become a woke and worthy commodity divorced from reality.

In spite of this, research published in early May suggests CEOs think purpose is the no. 1 factor behind driving business growth in 2021 and beyond. This begs the question – does anyone really understand the purpose of corporate purpose? Or has Simon Sinek’s assertion that you can buy one for $15,000 created a superficial concept that adds complexity and confusion but no real value?

Join us on June 17 for a panel discussion co-hosted with tml Partners, as well as the launch of our latest thinking on the topic. Our event will bring together the below leaders from the innovation and financial services sectors for a lively and insightful debate:

• Jay Jakub, Senior Client Advisor and Chief Advocacy Officer at the Economics of Mutuality
• Louise Shield, Director of Corporate Communications at Santander
• Richard Pash, UK Chief Customer Officer at Zurich Insurance Company Ltd
• Emma Morrison, Associate Director at tml Partners
• Will Kingston, incoming Director & Head of Financial Services (US) at Clear M&C Saatchi

We’ll be centering the discussion around some (deceptively simple) questions, including:

• What’s a purpose for (and do you really need one)?
• If you do, is your organisation ready and able to reap the benefits?
• Should you ever mention yours in your marketing?
• Who’s responsible for it?
• How is it different from strategy?

Whether you think of corporate purpose as a practical tool to drive positive change, an aspiration that your business can’t quite justify or a cynical PR exercise, we guarantee that there will be something useful for you in this discussion.

Jun 17, 2021 04:00 PM in London

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