As the business landscape continues to shift, the conversation around corporate purpose has evolved beyond lofty ideals and into actionable commitments. Brands today face growing pressure not only to define their purpose but also to demonstrate meaningful, tangible results. In the face of increased scrutiny, it’s no longer enough to simply state your values — stakeholders expect to see how those values shape real-world outcomes.
Purpose has always been at the heart of what we do at HAVAS Red, and we’re now in our fifth year of studying it closely. Our newest white paper, “(Re)Defining Purpose: Shifting from Ideas to Impact,” highlights the ways brands and businesses can move from reactive gestures to proactive, purposeful engagement that resonates with both internal and external stakeholders. We dive into the evolving corporate dialogue and how companies can navigate purpose in a complex, increasingly polarized world — all while staying authentic and delivering impact that matters.
HAVAS Red is part of the HAVAS PR Network, the PR and communications arm of the HAVAS Group that comprises over 40 agencies in over 25 markets worldwide. James Wright serves as global CEO of HAVAS Red and global chairman of the HAVAS PR Network.
Across industries, we found five key areas brands and businesses must consider when making purpose a core part of their strategy:
- PURPOSE CAN HAVE A NORTH STAR, BUT THE JOURNEY MUST BE FLUID.
A clear and authentic purpose provides brands with guiding principles, but they need to remain flexible, allowing for both precision and adaptability in aligning with evolving stakeholder expectations and societal needs.
- EMBRACING AUTHENTICITY DRIVES MEANINGFUL ENGAGEMENT.
Authentic engagement requires brands to consistently live their values through deliberate actions, bridging the gap between stated purpose and reality, while thoughtfully involving diverse perspectives to foster trust, accountability, and meaningful impact.
- A PEOPLE-FIRST APPROACH FOSTERS STRONGER CONNECTIONS.
Organizations can ensure that purpose-driven initiatives resonate deeply by tailoring their strategies to local needs, empowering every department and level of the organization, and fostering stronger connections that drive long-term success.
- A SHIFT FROM REACTIVE TO REFLECTIVE ENGAGEMENT BUILDS AGILITY.
Deliberate, value-aligned and reflective engagement empowers brands to build stronger, more authentic relationships with stakeholders, enabling them to proactively anticipate challenges, adapt strategies, and align actions with their core purpose for long-term success.
- ALIGNING PURPOSE AND PROFIT IS OKAY.
Aligning purpose with profit is not only acceptable but essential, as balancing both drives greater investment into purpose-driven activities, while clear metrics and ongoing evaluation ensure credibility and long-term success.
Our research, informed by discussions with leading CCOs and CMOs from diverse industries, highlights that brands must be fluid in their purpose journey, but always anchored in authenticity.
Download our latest white paper, “(Re)Defining Purpose,” to learn about ways to shift from ideas to impact