evidence and ideas. applied


An introduction to GlobeScan's purpose practice from our CEO Chris Coulter.

What is Purpose?

At GlobeScan, we believe that at the core of the most successful, sustainable and attractive companies is a singular, authentic purpose. We define ‘Purpose’ as:

“An explicitly stated and authentic belief that defines how the business creates value for itself and society. By aligning everyone within the business toward a common goal, it directs business decisions that determine the way value is created and guides how the company engages its stakeholders.”

To be successful, we believe a company’s Purpose needs to be:

  • Explicit: Stakeholders, both internal and external, should not have to infer the Purpose from a company’s mission or vision statements. The stated Purpose should be clear and unambiguous.
  • Genuine: The Purpose must grow from the heart of the business, from its foundations, its history and its values.
  • Value Centered: The Purpose must clearly demonstrate the belief that in seeking to create value for society, the company is creating value for itself. This means it should simultaneously speak to shareholders and civil society.
  • Integrated: The Purpose should communicate how the company’s products, services and operations benefit society. While corporate responsibly efforts can both draw from and support the Purpose, demonstrating how the company’s core business creates value for society is a very different proposition than simply operating responsibly.
  • Directive: Key business decisions should be guided by the Purpose. If it becomes clear that decisions can easily sidestep the Purpose then it will become hollow and inauthentic.
  • Universal: All employees should be able to effortlessly understand how their roles align with the Purpose and how they help deliver on this common understanding of why the company exists.
  • Inspirational:  The Purpose should inspire and motivate employees in their day-to-day roles by providing a clear sense of why the company exists and the benefits it brings.
  • Differentiating: The Purpose should provide engagement and communication opportunities to differentiate the company in a competitive marketplace. 

Helping to Make Purpose Possible

While we believe that owning an authentic Purpose is important and advantageous, we recognize that arriving at it is not a simple task. However, anything less and the company will miss the opportunity to enhance its reputation, build trust and create more value.

This is why GlobeScan is helping companies at different stages of their purpose journey in three fundamental ways:

  • Identifying, expressing and positioning the Purpose internally and externally;
  • Engaging internal and external stakeholders to facilitate understanding, approval, integration and advocacy of the Purpose;
  • Measuring and monitoring the impact of the Purpose on trust and core business value- reputation equity, brand equity and talent equity.

The value GlobeScan brings to this process is rooted in stakeholder intelligence and engagementBy utilizing a range of research and engagement methodologies including benchmarking, in-depth stakeholder conversations, quantitative surveys, dialogues and workshops, we ensure the insight and ideas we deliver are evidence-rich.

A Company with a Purpose

GlobeScan is highly committed to supporting our clients uncover and leverage their optimal Purpose as our corporate purpose is to help redefine what it means to be in business.

The world is becoming increasingly complex, volatile and uncertain, in which traditional assumptions and approaches are proving to be insufficient in the face of urgent economic, social and environmental needs. With trust at an all-time low, it is clear that business as usual is no longer an option.

There is a need to redefine what it means to be in business.

By delivering the sophisticated intelligence required for effective stakeholder engagement, GlobeScan helps our clients thrive by enabling them to build the trusted and enduring stakeholder relationships required to drive long-term value for themselves and society. In doing so, GlobeScan and its clients help foster a more equitable and sustainable world.

Small-Square---Our-Clients Small-Square---Case-Studies Small-Square---Our-Team

GlobeScan is highly committed to supporting our clients uncover and leverage their optimal Purpose as our corporate purpose is to help redefine what it means to be in business.

For more information on Purpose...

public-on-purpose-2016-coverDownload 'The Public on Purpose'

Download (PDF)





Contact our Purpose Leader

James Morris
This email address is being protected from spambots. You need JavaScript enabled to view it.