Does Corporate Purpose signal and stand for something different than CSR? ‘Responsibility’ speaks to obligation while ‘purpose’ speaks to the strong desire for impact. Unilever and others have adopted ‘social purposes’ in order to grow their business, attract staff and engage people in their quests (The Unilever Foundry).
Coro Strandberg has laid out a CSR Purpose continuum looking at it from marketing and consumer engagement perspectives. This continuum helps make sense of the business transformation this is underway. CSR programs are more common while purpose-based corporate vision and missions are much less common.
“brands built on purpose delivered half the company’s growth and grew twice as fast” - Unilever CMO Keith Weed
Is Corporate Purpose a strategy for growth?