Aligning on Purpose
Align people and processes in the organisation and manifest your company's purpose
The Breathe approach enables companies to successfully fulfil their purpose while serving the needs of all stakeholders.
Businesses have the responsibility and opportunity to create a prosperous future for society. “The purpose of business is to produce profitable solutions to the problems of people and planet, and not to profit from producing problems for people or planet” (Colin Mayer, Oxford University).
The tides are shifting, and businesses around the globe are faced with rising consumer awareness and increasing legislation. As a result, companies are more frequently pressured to think of solutions to their negative externalities. Businesses that want to thrive in the long run should consider becoming purpose-driven and a net positive contributor to people and the planet.
So, what do we mean by purpose?
Purpose defines the reason for a company's existence. It determines the impact and difference the company strives to make in the world. The company's purpose serves as a "north star", guiding the company's vision, strategic direction, and all critical decisions.
A company's purpose fundamentally shapes the business and constantly motivates the entire organization.
A transformation towards a purpose-driven company requires commitment. Since a company's purpose impacts decision-making at all levels of the organisation, it cannot be seen as a quick fix such as rebranding or CRS.
Ready to become purpose-driven?
The process of your company becoming purpose-driven consists of three phases: discovery, design, and delivery. At Breathe, we guide you through all phases. Throughout the process, you will explore the value of embedding purpose into your organization. We will guide you through tough business trade-offs and facilitate the path towards a concrete plan of action.
Both from a business and societal/environmental perspective, becoming a purpose-driven company makes sense. Business and stakeholder expectations create a necessity to focus on contributing to the planet and society.
Companies with a clear contribution to society are outperforming companies that don't have this positive impact. These companies are more successful at matching shifting customer needs. In addition, they experience lower turnover and higher employee satisfaction, engagement and productivity.
A well-defined company purpose motivates employees throughout all levels of an organization. A company's purpose aligns the business around its people, the planet, and society. This alignment will provide long-term shareholder and stakeholder value.
Our purpose at Breathe is to build inspired companies. By implementing a different approach to business, we work to inspire a company’s people and community. Explore our case study on Home.Earth to read more about how we put purpose into practice.
Purpose is the starting point of transformation. Therefore, it is crucial to embed purpose into all areas of your business. Our approach covers the following business areas: governance, structure, capital and culture. To read more about the other components of the Breathe Approach – Governance, Structure, Capital and Culture – explore here