Our Story, our Purpose

There has been a headlong rush, in the last few years, for businesses to declare their Purpose, to flaunt their societal importance and sustainability credentials.

Is this a genuine commitment? Or just the new greenwashing or ESG tick-boxing?

We exist to ensure it’s the former.

We also exist to prove that Purpose delivers Performance, including profit. Profit is, after all, purposeful in and of itself. Profit helps to employ people, invest in innovation, and deliver real returns to pension funds and institutions important to us all.

Performance is enhanced by Purpose because a genuinely meaningful organisation encourages loyalty, patience, productivity and discretionary effort from its employees, suppliers and partners; sometimes even its consumers.

Does every kind of organisation have a Purpose? Yes, as long as Purpose is not construed as something saintly and world-changing. Of course, a medical brand has an obvious societal importance. But, so does a mining or aerospace company, even if that comes with controversies attached. And so does a very mundane product like a detergent or toothpaste.

The vital thing is to recognise that Purpose is specific and bespoke to each brand and organisation. That, no it’s not Corporate Social Responsibility under another name. That yes, it is like DNA, the replicable code, the entire modus operandi, of a business or not-for-profit.

We started as Purpose specialists seven years ago, as a voice in the wilderness. Now, we are a leading practitioner.

Lots of agencies and consultancies – Advertising, PR, Design, Brand, Management, Digital – tell you they do Purpose. They’ll even throw it in for free sometimes, with their core services. Yes, they do have a valuable contribution to make. But would you trust a plumber to wire your house?

Purpose Done Right. Purpose Made Real.