WHY

PURPOSE AT THE CORE. For the last 50 plus years the mantra of the business world has been to maximize profits with very few regards for social goals or environmental impact. This, however, is rapidly changing. Driven by customer demand, investors and employees, more and more companies look at how to deliver value across environmental, social and governance priorities - whilst being profitable. The question is  how? There is no one simple answer to this question. It is a journey, and it starts with the purpose. 

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WHAT

MEASURE WHAT MATTERS, SIMPLY GOOD BUSINESS. Identifying a purpose and the positive impact we would like to have on the world, we must  start measuring impact on all  stakeholders, as rigorously as we measure profit and loss. If not, our ability to run a healthy business will be as challenging as flying a plane safely with only a speedometer on the instrument panel. And who in their right mind would want to do that, or even be a passenger on that plane; where altitude, attitude and fuel levels are unknown? Measuring what matters is simply good business. 

HOW

PRACTISING PURPOSE  authentically and on a continuous basis is not easy.  It will at times feel uncomfortable, but always meaningful. It may mean bringing up new questions, engaging in difficult conversations about some business aspects, and maybe re-evaluating partners. And these conversations must be honest and authentic. Because saying one thing but doing something else means lost credibility in front of employees and society alike. This is how an ESG framework plays a crucial role, particularly the B Corp™ one. It measures and proves who walks the talk, and to what extent.