For some time, corporate sustainability has existed as a discipline for managing the negative impacts created by organisations. Less emissions, less water, less materials. But, the goalposts have shifted as stakeholder expectations have changed. Now, organisations are grappling to balance the ‘less bad’ side of the equation with ‘more good’ to carve out a meaningful contribution beyond making money.
Enter, purpose. Societal, individual, or environmental, businesses with purpose use their unique capabilities to deliver something that matters to individuals, society or the world. Each year, we look at over 180 organisations and how they are talking about and activating their purpose in our Fit for Purpose index - but this doesn’t mean we know all the answers. So, we recently sat down with 10 organisations including Maersk, Novo Nordisk, SAP, Pandora and Vestas in Copenhagen to find out what they thought about the relationship between sustainability and purpose. Here’s what we found.