This new practical guide asks business to use product and service innovation and stronger connection with their customers to benefit society, at the same time future-proofing big business against disruption and scepticism.
The guide includes the business case for embedding purpose in business, illustrated by case studies, along with guidance on building a meaningful purpose and a framework for bringing it to life. It details nine characteristics of purpose-driven brands, and outlines practical ways that companies can seize the opportunities these represent.
The purpose toolkit has been developed by the Marketplace team at BITC, under guidance from the Marketplace Leadership Team, made up of marketers and business leaders. The Toolkit it designed to help marketing, corporate responsibility and other commercial leaders to work collaboratively and create better businesses, which serve society and are fitted to thrive for years ahead.
“Businesses today are increasingly expected to play a role in delivering sustainable and inclusive economic development. There is a real opportunity for brands to become more like social activists, building trust with customers and differentiating themselves from the pack. The Purpose Toolkit offers practical support to businesses and brands.”- Jeremy Hicks, UK Managing Director of Jaguar Land Rover and Chair of the Marketplace Leadership Team.