How to Build a Purpose-Driven Company Part 2: Prove It

In Part 1 of this three-part white paper series, we showed you how (and why) more and more people are choosing to do business with trustworthy, “purposeful” companies.

Titled “Create It,” Part 1 demonstrated how a truly purpose-driven, for-profit enterprise must be built from the ground up in order to provide a product, service, or business model that legitimately benefits society.

It’s not easy; it takes time, money, and a lot of hard work. We know, we’ve been there. And since 1991 we’ve helped a lot of other brands get there.

We can help you, too. It starts with this white paper series.

In Part 1 we showed you how to create your purpose-driven company. Now that you’ve done that, it’s time to prove it. 

Why? Today’s consumers—especially Generation Z and Millennials—are keenly aware of “greenwashing” and superficial cause-marketing efforts. Savvy consumers see right through one-time corporate giving or periodic acts of charity. To remain truly relevant in today’s world takes a top-down and lasting commitment to corporate values and stewardship.

The good news is that people are seeking out and identifying with brands based on their values and a genuine demonstration of corporate ethics. We see this play out on social media as consumers take to brands’ Facebook pages and Instagram feeds to show loyalty and engage with their trusted companies. These people are looking for companies that display truth, transparency, and leadership in addressing societal and environmental problems.

The reward for meeting these expectations is in your own ethical well-being, of course, but also in a return-on-investment that comes from enhanced cost savings and customer (and employee) loyalty.

If your view of a good company is one that considers the welfare of the environment, its community, and employees, then you’re already on the right track. But to get your proper “street cred,” you’ll need to go deeper by enacting policies and procedures that support these values across your operations. You’ll need to measure your firm’s performance in the following areas, among others:

• Environment
• Workers
• Community
• Customers
• Governance

It’s daunting, but you don’t have to do it on your own. This white paper discusses the tools available to help you identify the metrics that are considered to be important and some of the options around third-party verification.  

We’ll also discuss ways to charter (or re-charter) your firm beyond the established forms of Limited Liability Corporations (LLCs), C Corporations, and S Corporations.

For example, our firm is a Benefit Corporation. This corporate status means we’re given the flexibility to consider people and planet alongside financial profit when determining our strategy and success. We’re also a certified B Corp—one of just 1,500 companies from around the world who meet rigorous standards of social and environmental performance, accountability, and transparency. We’re choosing to use business as a force for good.

If you haven’t realized it by now, we’re passionate about this subject. Hopefully we’ve piqued your interest.

Click over to our White Papers section to read Part 2 of our series, and learn how to “Prove It.”

Want to be notified when the final installment of the white paper is available? Sign up for alerts via our monthly e-newsletter. You can do that here.