Profiting on purpose: creating a master narrative

摘要

In the never-ending hunt for better employee and customer engagement, companies across the world are doubling down on "purpose" and arduously building "purpose-driven" brands. Consumer opinion surveys purport to show that millennial consumers care deeply about the social commitments of the companies they buy from and gravitate toward employers who demonstrate their commitment to adding social value (Case, 2014). In a front page Harvard Business Review article, "Creating Shared Value", renowned academic Michael Porter described an elegant framework for how to do just that (Porter and Kramer, 2011).