• How authentic is your corporate purpose?

    Burson-Marsteller launched a new study which, for the first time, identifies the key drivers of authentic corporate purpose. Keeping it real – How authentic is your corporate purpose? developed with IMD business school, shows how companies can assess themselves to discover, define and deliver their corporate purpose. The study, based on a quantitative survey and interviews with business leaders, shows a widespread understanding by business leaders that having a well-communicated corporate purpose is not enough to benefit reputation. It has to be real and authentic and embedded in corporate strategy. This makes living an authentic corporate purpose a challenge as companies seek to balance short-term financial considerations with their long-term values and identity. Authenticity of corporate purpose happens when there is alignment between a firm’s perceived and stated corporate purpose and the actual strategic decisions and actions a firm takes.

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  • Corporate Purpose

    • Corporate Purpose is like good leadership – it is hard to define but it is obvious when a company has one. Companies with a strong Corporate Purpose have a clear “raison d’être” and their stakeholders understand not only what the company does but also the core principles guiding its work. Purpose guides decisions and companies with a Purpose look at the imprint they and their products leave on society as whole, including their employees and customers.

    • About Us

      • bm-logo

        Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP, the world’s leading communications services network. For more information, please visit bm.com or burson-marsteller.eu.

      • IMD-Logo-color2

        Based in Switzerland, IMD is ranked first in open executive programs worldwide (Financial Times, 2012, 2013 & 2014) and first in executive education outside the US (Financial Times 2008-2013). With more than 60 years’ experience, IMD takes a “real world, real learning” approach to executive education (www.imd.ch), applying an open, collaborative and pioneering approach to everything that it does. For this reason, IMD’s Global Center for Corporate Sustainability (CSL) has a research and learning platform with an active membership of global companies and other partners such as NGOs, international organizations and think-tanks focusing on promoting innovation for sustainability. The CSL Platform pursues a mission of contributing to leadership in sustainable development by focusing on mainstreaming social and environmental issues in corporate strategies and providing knowledge sharing platforms to promote strategic innovation and best practice in sustainability initiatives www.imd.ch/csl-learning-platform.