Purpose is not a marketing strategy; it’s a business strategy. Companies that embrace their purpose outperform those that don’t: some studies suggest that customers are “four to six times more likely to buy from, trust, champion, and defend companies with a strong purpose.” Here is my latest blog on how purpose-driven companies increase economic return.
Author Archives: Mark Bourgeois
Why HR Needs to Understand and Connect with Organizational Purpose
Employees, specifically Gen Z or millennial employees, want the places they work to have meaning beyond staying in the black. It has never been more critical for leaders to focus on their company’s purpose, not only for the good of their community but for the talent they wish to acquire. Learn why HR needs to understand and connect with organizational purpose.
Why Purpose Matters for Today’s Brands
Whether you are positioning a product or a business, it starts with the individual. Human connection is the backbone of any brand story. And humans are emotional creatures.