I recently attended Nielsen’s webinar covering the 2018 sales data on sustainable products. In a space where data is often claimed, it can be hard to know whether consumers actually behave the way they intend when it comes to “doing good.” In this case, it’s real sales data, so we can gather insights from the way consumers actually behaved.
Frederick Buechner asked: “At what points do my talents and deep gladness meet the world’s deep need?” This is a great question to pose when searching for personal purpose, but it also applies to brands and companies. Said another way from a business lens:
“At what points do our core competencies meet the world’s deep need?”
There is growing pressure on businesses to have a positive social and environmental impact. Consumers are voting with their wallets and their employment decisions for companies that serve society in addition to their bottom line. Governments continue to legislate on issues such as the environment, privacy, ingredients, and worker rights. Even in the investment community we see a call for businesses with purpose.