America's CEOs Seek New Purpose for the Corporation. What Is Your Role?
Editor's note: Heart+Mind Strategies gave a webinar on the change in "purpose of a corporation" on October 23, 2019. Duration 53:40.
Have you heard the buzz – and skepticism – surrounding the new corporate purpose? Does it represent a real opportunity for companies or is this just another marketing fad?
Recently the Business Roundtable, a group of nearly 200 U.S. chief executive officers, issued a new statement on the “purpose of a corporation,” reversing a prior position that a corporation's sole function is to serve shareholders and maximize profits. Rather, investment into employees, delivering customer value, ethical dealings, community support and shareholder value are collectively at the forefront of American business goals.
As companies make this shift, are research and insight professionals prepared to support the journey to define and activate their new purpose and measure stakeholder value?
Join a panel of experts from Heart+Mind Strategies (and R&R Partners) as they share the latest trends around brand purpose. This webinar will cover:
- Panelist ideas and experiences in effectively defining corporate purpose.
- How purpose can differentiate the brands within the company.
- Where purpose can help companies be better citizens in the communities where they operate.
You will come away from this webinar with concrete ideas for ways you can better define and activate purpose in your organization or those you support.
Facilitator:
- Carol M. Gstalder, senior solutions consultant and corporate reputation advisor, Heart+Mind Strategies.
Panelists:
- Cindi Jones, senior solutions consultant and CPG industry advisor, Heart+Mind Strategies.
- Sara Macfarlane, director of strategy and insights, R&R Partners.