Through our work with organisations across sectors we have found that most companies align to one of our four Social Purpose profiles – Undeveloped, Aspirational, Proactive, Purposeful.
An Undeveloped outcome shows you currently have no Social Purpose within your organisation. Although you may already be doing work in the CSR and charity area, this isn’t necessarily aligned with your core business and you haven’t yet developed a Social Purpose position that is at the centre of further purposeful strategy, activity and communications.
An Aspirational outcome demonstrates a desire to discover more about Social Purpose and how it can be integrated into your organisation’s strategy, policy and systems and communications. There’s work to do to define and implement a robust and actionable position. You may already have a leadership who understands the benefits and necessity of becoming more socially purposeful, but who do not yet have a vision and process to transform this into action. Any CSR or charity activity and purposeful values do not necessarily make up a Social Purpose or align with core business strategy. Purposeful communications are limited, but there’s huge potential for more engaging, authentic content and campaigns, both internal and external, when aspiration turns to action.
A Proactive outcome demonstrates a business where there is support and enthusiasm for Social Purpose, and some understanding of how it can be implemented and sustained. You have a defined Social Purpose which is aligned with your core business, but haven’t yet fully taken advantage of its potential within your strategy, activity and communications. You may already have implemented processes around your Social Purpose, with some integration into business policy and systems, and have committed to purposeful activity, separate from any CSR work you may continue to do. A purposeful culture is being developed across the business with some stakeholder sharing, but this may not be consistent and you may not yet have fully engaged people or built advocates. There’s potential for powerful external communication campaigns that can give meaning to your brand and deepen relationships and conversations with clients / customers.
A Purposeful outcome demonstrates a dedication to Social Purpose across leadership and the wider business, with clear accountability and a responsibility for making an impact through a defined purpose that aligns with your core business activity. Your Social Purpose is clearly articulated, with a set of objectives, an action plan and activity set against defined KPIs. It will be central to your business values, and may already be making a difference around recruitment, retention and business growth. Some budget, resources and personnel may have been allocated to delivering on your Social Purpose. You may also be working towards – or have already achieved – industry standards and certifications, or have plans to do so. Your Social Purpose is clearly understood by employees who are ‘living’ it through their work. There is a sense of collaboration with stakeholders, customers /clients and partners around how your purpose adds value to the business services or products you offer. Your Purpose is built into your communications strategy, marketing plans and comms toolkit if you have one. You are developing consistent, purpose-driven content for both internal and external audiences to drive deeper engagement and build more meaningful relationships, which go beyond product or services.
To take our Social Purpose Maturity Assessment Survey, or share it with others, click HERE
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