Purpose will become an imperative for almost every organization. Even for companies excellent at customer intimacy and
digitization. Not engaging in purpose implies following substantial business risks:
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‘Old world identity’, i.e. manipulative and greedy
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Unattractive for NextGen talent
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Missing out on big customer movements like conscious consumption
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Commodity trap
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3rd party Interface dependency
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Limited access to customer’s personal data
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Reputation threat due to value chain transparency
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Raising social and market norms in sustainability
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Employee disengagement & immobilisation
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Sustainable economy legislation
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Integrated reporting & true cost calculation