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How Marketers Can Connect Profit and Purpose

The journey to purpose is not a tactic. If not authentic, customers will see right through your feel-good message.

Six years ago, Harvard’s Michael Porter and FSG’s Mark Kramer made the bold statement that shared value – the idea that the purpose of a company is to achieve both shareholder profit and social purpose – would “reinvent capitalism.” They encouraged companies to go beyond corporate social responsibility and integrate social impact into their competitive strategy. Since […]