The pandemic has fundamentally changed how CEO's value purpose, suggests new CEO purpose report by Brandpie

A new survey by global consultancy Brandpie has uncovered that since the pandemic began, 89% of CEOs feel purpose has become increasingly important to the success of their organisation

A similar percentage (86%) said that purpose has made them reconsider how they can positively contribute, thus highlighting how CEOs are thinking differently about the crucial role that sustainability and ESG goals play in business success today.

Further data from the report shows that four in five CEOs agree purpose can guide companies to make decisions that contribute to a sustainable world; the same percentile (83%) believe that purpose-driven companies are better at navigating a sustainable world than profit-driven companies. As a result, businesses with purpose are more likely to form successful partnerships that not only support business growth, but also a more sustainable landscape for the wider world. Putting purpose into action

Putting purpose into action

The 2021 CEO Purpose Report is Brandpie’s third annual investigation into the role that purpose plays in business and leadership success. Conducted amidst the global uncertainty of the COVID19 pandemic, as well as a period of revolutionary social justice activism and growing interest in sustainable practices, the study reveals how and why more CEOs recognize the power of purpose than ever before.

The consultancy gathered opinions from a broad range of 705 CEOs across the US, Europe, and Asia, with a representative sample drawn from SMEs to corporates in disparate industries from tech to construction to HR. Brandpie also surveyed CEOs of different tenures, to ensure a balanced range of experience in the role.

In addition to exploring the impact of the pandemic and the way in which purpose-led businesses were able to adapt amidst uncertainty, the report also reveals that while many leaders acknowledge the value of purpose, they aren’t all confident about how to use it. (While 87% of CEOs who have a purpose statement for their business said that purpose is integral for driving initiatives across the business, over half of all CEOs surveyed reported that they don’t currently have a purpose, but want one.)

Brandpie founder Dave Allen says: “Over the last three years, data from our CEO Purpose Reports has proved that purpose is the ultimate key to building businesses that profit, and more importantly, businesses that profit and last.

The results of this year’s report are special, in that they are direct reflections of how leaders have put purpose into action amidst uncertainty like never before. Purpose, it’s clear to see, is the guide that successful leaders follow when advocating for their talent, choosing partnerships, making difficult calls, developing expansions, navigating social and political unrest, and responding to a rapidly changing world.”

Our latest CEO purpose report, not surprisingly, shows CEOs are more certain than ever on the power of purpose. Purpose drives progress and we now need progress more than ever. More than that, purpose inspires employees, amplifies sustainable practices, and builds for a better business world. In the minds of CEOs, purpose is no longer a nebulous concept. It is the galvanizing force behind a successful business, and it is here to stay.”

The full 2021 CEO Purpose Report by Brandpie can be downloaded at www.brandpie.com/thinking/ceo-purpose-report