Purpose, diversity and inclusion: Why take a stand?

The idea that companies should focus solely on products and profits is losing ground. Employees—and external audiences—are increasingly demanding a deeper ethic.

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It’s a trend you see everywhere: organizations taking stands on issues that go beyond shareholder value.

Companies are redefining their organizational purpose to include stances on societal issues and the challenge of diversity and inclusion.

Why risk branching out beyond the spreadsheets? Because employees, customers and other stakeholders are increasingly insisting on it, experts say. And they want a real commitment, not lip service.

“Employees are really demanding integrity from their companies,” says Kim Clark, a consultant who formerly headed communications at GoDaddy.

Newer generations of employees want their work to have greater meaning, and not simply where they clock in. “They want to see that they’re making a positive impact in their communities, that they are demonstrating purposeful behavior beyond the working day,” says Rosy McGillan, executive vice president and head of purpose practice at Porter Novelli.

[RELATEDEngaging talent: Sharing purpose to grow and activate your workforce]

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