Network meeting

Embedding purpose into your organisation


If the current crisis has shown us anything, it is that business-as-usual policies will no longer be adequate for the challenges of the 21st century. It is inevitable that public sentiment will shift dramatically - in the short-term at least - so business must adapt to stay relevant, moving their traditional focus away from simply creating shareholder value. For business leaders, it is no longer a question of whether and why to change, but to what and how to do it.

The current pandemic has accelerated discussions at the highest levels within companies on how to promote trust and long-term sustainability through corporate purpose .The issue is though, is no one really agrees on what ‘purpose’ actually means.

In this session, Colin Mayer of Saïd Business School, Oxford will explain his view on what it means to be a purposeful company, to “produce profitable solutions to the problems of people and planet, and not to profit from producing problems for people or planet”. We also hear from Andrew Wilson, Executive Director of Purpose at Edelman, who will explore the results of their recent Edelman Trust Barometer on how the public view the role of business in this crisis and will also provide guidance on effective communication with employees during this time.


Colin Mayer CBE

Peter Moores Professor of Management Studies

Saïd Business School


Andrew Wilson

Executive Director, Purpose



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