In order for businesses to grow in today's world, should
they place greater importance on purpose? And where and when should
this purpose be decided? For example, should it be in the
boardroom, at shareholders general meetings or in the early years
of a businesses' life? Or should the main driver for change
come from the consumer?
The uprising against plastics and single-use plastics, in
particular, serves to illustrate how consumers are much more in
touch with how an enterprise should go about its business, far more
ethically than perhaps they would have been in the past.
I attended a talk a few months ago at the agency Mullenloewe
Salt entitled 'Is conscious capitalism the only way for
business to win?', the subject was discussed in depth and
the conclusion was that whilst capitalism needs to change, it must
come from a 'steel' commitment by a business or sector
through purpose rather than by a 'glass'
commitment. We kept returning to the words 'purpose'
