Part of the HAVAS PR Network October 2024

(RE)DEFINING
PURPOSE:
SHIFTING
FROM IDEAS
TO IMPACT

RED SKY THINKING

 INTRODUCTION
2024isisall
2024 all set
settoto become
becomethe
theyear
yearof
of reckoning
reckoningfor
for corporate
corporate purpose.
purpose.

Not so long ago,

ago,purpose
purposewas was viewed
viewed to bebe the
the
safest, most
safest, most effective
effectiveway
wayforforaabrand
brand to
to connect
connect
with its
with its consumers,
consumers,employees
employeesand andother
other
stakeholders. During
stakeholders. During and
and after
after the pandemic,
pandemic, it
it became
became a powerful
a powerful connector,
connector, particularly
particularly with the
with the younger
younger and moreand moreconscious
socially socially conscious
audiences,
audiences,
spurring spurring
a new wave aofnew wave of talking
companies companies
about
talking about purpose.
purpose.

Many of these companies

Many companieshave havesince
sincebeenbeendrawn
drawn promoted.
avoid the once Companies
widely used are shifting
acronyms instead
for their
into contentious, high-stakes conversationsabout
high-stakes conversations to terms such
corporate as “responsible
initiatives. However, business”
companiesand haven’t
about issues.
social social issues.
SeveralSeveral
brands brands
— from— from focusing
abandoned on their
connecting
related any stance they
commitments —makethey are
entertainment giant
entertainment giant Disney
Disneytotoretailer
retailerTarget
Targetto back to theirabout
just talking values to avoid
those being
less or caught Last
differently. in the
to the
the brewer
brewer of Bud
of Bud LightLight — have
— have found
found themselves crosshairs of a fresh controversy.
year saw a steep drop-off in mentions of ESG and Yet the need
themselves
in the crosshairs in theduecrosshairs due to controversial
to controversial or otherwise for a transparent
related way to connect
terms in corporate earnings a company’s
calls, but not
or otherwise
divisive divisiveAfter
campaigns. campaigns.
a Starbucks Afterworkers
a financial
so much performance
in their writtenwith its ESG
reports. Thisperformance
year is
Starbucks
union took workers union took
to X to express to X to
solidarity express
with remains.
seeing this So,trend
too, do the social“greenhushing”
nicknamed challenges —
solidarity with
Palestinians, Palestinians,
Starbucks’ stock Starbucks’
plummeted stock
8.96% including
continuing, climate
but anchangeAugust — that businesses
analysis of corporate
plummeted
— equating to8.96% a nearly —$11equating
billiontoloss.
a nearly
Other$11 must
climate play a rolefound
actions in addressing.
that nearly three quarters of
billion loss. Other
corporations, suchcorporations
as Australia’sare beingairline
national called commitments announced in 2021 had since been
out for “virtue
Qantas, are being signaling,”
called whereby a corporation
out for “virtue Additionally,
fully or partially there is just—
realized asjust
much notofwidely
a minefield
makes a statement
signaling,” whereby about a social makes
a corporation or political
a inside
promoted.a company’s
Companies walls arewhen
shiftingit comes
instead toto
issue but doesn’t appear to take
statement about a social or political issue but action on it. speaking up. A recent Out
terms such as “responsible business” and& Equal survey
doesn’t appear to take action on it. highlighted
focusing on that 72% ofany
connecting U.S.stance
employeesthey make don’t
In other words, purpose has become a powder think
back to their company
their values to responded
avoid being sufficiently
caught intothe
keg.
In other words, purpose has become a powder the anti-LGBTQ+
crosshairs of a fresh legislation
controversy. in their
Yetstate,
the need and for
keg. 40% didn’t feel
a transparent waycomfortable
to connectdiscussing
a company’s the
In our post-pandemic world, brands have been impact
financialofperformance
legislative changes with its ESG on them with their
performance
challenged
In to find theworld,
our post-pandemic right cause
brands athave
the right
been supervisors.
remains. So, Another
too, do the survey bychallenges
social Indeed and—Harris
time and the
challenged toright
find place
the right — andcausecommunicate
at the right time Poll foundclimate
including over one-third
change — ofthat
employees
businesses would
must 2
about
and theit the
rightright way.
place — With DEI (diversity,about
and communicate equityit consider
play a roleleaving their jobs if their CEO expressed
in addressing.
andright
the inclusion)
way. Withand ESG (environmental,
DEI (diversity, equity social
and political views they don’t agree with. The survey
and governance)
inclusion) and ESGbecoming(environmental,the latest dirty
social andwords also discovered
Additionally, therethatis talking politics
just as much ofina meetings
minefield
governance) becoming the latest dirty words of
in corporate America, an increasing number in makes
inside a company’s walls when it comes to and
56% of employees uncomfortable
business leaders
corporate America, areanmaking
increasing a conscious
number of effort that 40% up.
speaking say A politics
recenthave Out affected
& Equal survey team morale.
to avoid the
business leadersonceare widely
making used acronymseffort
a conscious for their
to Some companies
highlighted that 72% have of gone
employeesas far as issuing
don’t think
corporate
avoid the onceinitiatives.
widelyHowever,
used acronymscompanies haven’t
for their an internal
their company banresponded
on employees talking to
sufficiently about
the
abandoned
corporate their related
initiatives. commitments
However, companies — haven’t
they controversial
anti-LGBTQ+ topics. legislation in their state, and 40%
are just talking
abandoned theirabout
relatedthose less or differently.
commitments — theyLastare didn’t feel comfortable discussing the impact of
yeartalking
just saw a steep drop-off
about those lessin ormentions
differently.of Last
ESG The ongoing
legislative ESG debates
changes on them are withincreasingly
their supervisors.
and related
year saw a steeptermsdrop-off
in corporate earnings
in mentions of calls,
ESG and becoming
Another survey a futilebycontention,
Indeed andfueled Harris by Polldiffering
found
related terms in corporate earnings calls, butyear
but not so much in their written reports. This not definitions of ESG and political
over one-third of employees would consider agendas from
is seeing
so much in this trend
their nicknamed
written reports.“greenhushing”
This year is both
leavingextremes.
their jobs Beneath
if their the
CEOheatedexpresseddebates lies a
political
continuing,
seeing but annicknamed
this trend August analysis of corporate
“greenhushing” crucial question: What is the
views they don’t agree with. The survey also role of corporations
climate actions
continuing, but anfoundAugustthat analysis
nearly three quarters
of corporate in society? Some
discovered arguepolitics
that talking companies aren’t doing
in meetings makes
of commitments
climate actions found announced
that nearly in 2021
threehad since of
quarters enough for societaluncomfortable
56% of employees betterment, while and others
that 40%
been fully or partially
commitments announced realized — just
in 2021 hadnot widely
since been say politics have affected team morale.
HAVAS
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Some
accuse companies
them of pushing like Meta have gone as
a progressive far as
agenda
issuing an internal
that overlooks ban on employees
shareholder value. A more talking
about controversial
constructive approach topics.
could be a bipartisan
discussion on what defines a “responsible
The ongoing
business” — one ESGthatdebates
creates arelong-term
increasingly
shareholder
becoming valuecontention,
a futile while fully appreciating its
fueled by differing
impact on society.
definitions of ESG and political agendas from
both extremes. Beneath the heated debates lies a
The one-year
crucial question: anniversary
What is the of role
the Bud Light
of corporations
boycott
in society?also prompted
Some argue reflection
companies on company
aren't doing
purposefor
enough and societal
societal engagement
betterment, whileoverall.
others
Following
accuse them theof“brew”-ha-ha, the focusagenda
pushing a progressive has that
shifted to looking
overlooks shareholder at how some
value. companies
A more constructive
have translated
approach could theirbe a purpose
bipartisanstatements
discussion oninto
reality
what by being
defines truthful, fullybusiness”
a “responsible committed and that
— one
consistent,
creates and greatly
long-term benefiting
shareholder valuefrom
whileturning
fully
their commitments into standard operating
appreciating its impact on society.
behaviors. Because while others may try to
attribute
The their anniversary
one-year rollback attempts
of the Bud to political and
Light boycott
regulatory
also prompted factors that they
reflection onclaim
company are outside
purposetheir
control,
and stakeholders
societal engagement — especially employees
overall. Following the—
often perceivethe
“brew”-ha-ha, them to lack
focus has ambition
shifted toinstead.
looking at
how some companies have translated their
Internally,statements
purpose abandoning commitments
into reality by being or merely
truthful,
paying
fully lip service
committed andto consistent,
employee care can both
and greatly
damage a brand’s
benefiting from turning reputation and erode internal
their commitments into
morale — introducing a new trend called
standard operating behaviors. Because while
“carewashing”
others may try to that describes
attribute theirthe misalignment
rollback attempts
between
to politicalwhat
and leaders
regulatoryportray
factorsas that
cultures
theyof care
claim
versus
are employees’
outside actualstakeholders
their control, daily experiences — at
work, quoting
especially a Gallup—survey
employees often that foundthem
perceive the to
percentage
lack ambitionofinstead.
employees who strongly agree
that their organization cares about their well-
being has abandoning
Internally, plunged from 49% in 2020ortomerely
commitments 21%
in 2024.
paying lip service to employee care can both
damage a brand's reputation and erode internal
Staying—
morale onintroducing
the sidelines and trend
a new avoiding called
controversial topics
“carewashing” altogetherthe
that describes isn’t an option.
misalignment
Instead, businesses
between what leaders need to get
portray as comfortable
cultures of care
being uncomfortable,
versus employees’ actual as they
dailyare unlikely at
experiences
to achieve
work, quoting unanimous
a Gallup support
survey that amongfound allthe
stakeholders.
percentage of employees who strongly agree that
their organization cares about their well-being has
plunged from 49% in 2020 to 21% in 2024.

Staying on the sidelines and avoiding

controversial topics altogether isn’t an option.
Instead, businesses need to get comfortable
being uncomfortable, as they are unlikely to
achieve unanimous support among all
stakeholders.

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 HOW PURPOSE
HOW PURPOSE
purpose-driven
purpose-driven action to guide
guide their
their
organizations through challenges
organizations through challengesand
andset
setthem
themup
up
for for future success.
HAS PROGRESSED
PROGESSED
future success.

Since then, we have

Since then, have witnessed
witnessedaamove movefro fro
2019
SINCE 2019 performative pledges to
performative pledges to demonstrating
tangible progress, as described
demonstratingactual,
described in in Proving
actual,
ProvingBrand
Brand
Purpose Purpose
in 2021.in 2021.
Then, Then,
with with continued
continued shifts in
Purpose
Purpose isis part of our DNA
DNAat atHAVAS
HAVASRed,
Red,and
and shifts
the substance, style and tonality of brandof brand
in the substance, style and tonality
this is our fifth
fifth year
year studying
studying it more
more closely.
closely. communications,
communications, we wedug
dugdeeper
deeperinto into how
howbrands
brands
Always searchingfor
Always searching fornew
newideas
ideasand
andfresh
fresh have responded
responded to increased
increasedpressure
pressureto totake
takeaa
perspectives
perspectives thatthat help
help propel
propel the
the conversation
conversation stance, FromPledges
stance, From PledgestotoProgress.
Progress. A year
A year later,
later, we
forward, we are actively continually listening
actively and continually listening we pivoted
pivoted to the
to the ideaidea of being
of being purposeful
purposeful about
about
— to
to our
ourclients,
clients,our
ourthought
thoughtleaders
leadersand
andourour corporate purpose
purpose versus
versustaking
takingaaplain
plain vanilla,
vanilla,
industry. one-size-fits-all approachininFive
one-size-fits-all approach FiveWays
Ways Brands
Brands Can
Can Do Corporate
Do Corporate Purpose Purpose on Purpose
on Purpose in 2022.in
Even before the global pandemic
pandemic erupted in 2022.
tandem with
with social
social justice
justiceprotests,
protests,we wefound
found In 2023, we examined how Purpose Gets
purpose to be aa trend
trend that
that transcended
transcended borders In 2023, we
Personal, examined
digging deeperhow Purpose
into ways brandsGets are (or
and industries
industries — something
something that that HAVAS
HAVAS Red Red Personal,
should be) responding to increased pressureare
digging deeper into ways brands to
forecasted
forecasted inin our Red SkyPredictions
Red Sky Predictions 2020.
2020. It It (or should be)their
demonstrate responding
purpose, tothis
increased
time from pressure
wider,
became
became thethe year
year when
when more
morecompanies
companiesbeganbegan to demonstratecauses
save-the-world their purpose,
to morethis time from
personal,
leading with values — not only only offering
offering more
more to wider, save-the-world
day-to-day causes to more
matters. Additionally, our Redpersonal,
Sky
consumers beyondthe
consumers beyond theproducts
productstheytheysell
sellbut
butalso day-to-day
Predictions 2024matters. Additionally,
forecasted our Red Sky
the corporate
also seeking
seeking to make
to make meaningful
meaningful contributions
contributions to Predictions
purpose buddy 2024 forecasted
system, suggestingthe corporate
businesses
to society
society at large.
at large. WeWe also
also examined
examined Leading
Leading purpose buddy system,
that pull together suggesting
to advocate businesses
for causes will
Through Crisis,highlighting
Through Crisis, highlightingkey keyimperatives
imperatives that
that that
createpull together
more impact to and
advocate
betterfor causes will
safeguard their
balance realismwith
balance realism withoptimism,
optimism,empathy
empathyand and create more impact
brand against backlash. and better safeguard their
brand against backlash.

HAVAS
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 truly resonates with both internal and external

(RE)DEFINING
authentically
stakeholders.and consistently,
Purpose in a way every
should infiltrate that
truly
part ofresonates
the business with both
inside internal
and out, and external
from
stakeholders.
recruitment toPurpose should tech,
HR strategies, infiltrate every
operations
PURPOSE part of theTo
and sales.
recruitment
essential forto
and sales.
business
navigate inside
HR strategies,
brands
and out, from
this challenge,
to have atech,
it’s
clear,operations
strategic
relevant approach that aligns withit’s
To navigate this challenge, their
today's complex
In today’s complex and ever-changing
ever-changing world, essential
core mission for brands to have
and values, whilea clear, strategic
remaining
brandsbrands
world, are increasingly expected
are increasingly to take to
expected and relevantand
susceptible approach
adaptable that toaligns
theirwith their
evolving
meaningful
take stands
meaningful on critical
stands — and
on critical — and core mission
landscape. and values, while remaining
contentious environmental, political and
contentious — environmental, political susceptible and adaptable to their evolving
societal
and issues.
societal It is no
issues. It islonger just about
no longer just the landscape.
To inform this white paper, we looked at
money. Showcasing robust ESG
about the money. Showcasing robust ESG commitments, key themes that dominated corporate
whether through
commitments, reducing
whether carbonreducing
through emissions, To inform this white
communications paper,
news welast
in the looked
12 at key
adopting
carbon sustainable
emissions, supply sustainable
adopting chain practices or themes
months.that We dominated
also co-hosted corporate
roundtables
implementing
supply thoughtful
chain practices or DEI policies, is now
implementing communications
with Meltwater, news a leading in the last 12
global months.
provider
essential for
thoughtful fostering
DEI policies,a ispurpose-driven
now essential for We also engaged in roundtables
of media, social and consumer intelligence, and
culture, attracting
fostering top talentculture,
a purpose-driven and building
attracting one-on-one
and engaged discussions
in on-on-one withdiscussions
clients, CCOs and
with
brand
top loyalty.
talent and building brand loyalty. CMOs from a diverse range
clients, CCOs and CMOs from a diverse range of B2B, B2C and
B2B2C
of B2B, companies
B2C and B2B2C acrosscompanies
multiple industries
across
Nearly six
six in 10
10U.S.
U.S.employees
employeescite citerespect,
respect, and regions—some with
multiple industries and regions a global —footprint,
some with
health benefits
benefits and work-life
work-life balance
balance asastheir
their others
a global operating
footprint,within
othersa operating
single market. within These
a
motivators atatwork,
top motivators work,with
withsalary
salarybeing
beingaa conversations
single market.offered valuable insights
These conversations into
offered
for only
priority for only 42%,
42%, according
according to thethe Argyle- how the dialogue
valuable insights intoaroundhowpurpose
the dialogue has evolved
around
Argyle-Leger
Leger ConfidenceConfidence
Report.Report. Moreover,
Moreover, eight since
purpose 2023. hasOur goal was
evolved since to2023.
understandOur goal which
out of out
eight 10 employees
of 10 employeesin the U.S. and
in the Canada
U.S. and dimensions
was to understand of purpose which aredimensions
gaining or losing of
believe
Canadathat company
believe values values
that company shouldshould
align significance.
purpose are gainingWith theorincreasing politicization
losing significance.
with
aligntheir
withown,
their and
own,75%
andexpect their employer
75% expect their of
With the increasing politicization ofwe
ESG and DEI in certain markets, ESG wereand
to be a force
employer for agood
to be forceinfor
society.
goodThis places
in society. particularly interested in how
DEI in certain markets, we were particularly the language
aThis
significant
places aresponsibility on employers
significant responsibility on to around
interested these topics
in how thehas adapted.
language Additionally,
around
clearly communicate and visibly demonstrate
employers to clearly communicate and visibly we
theseexplored
topics whether
has adapted. expectations
Additionally, for brands
we
their principles and purpose.
demonstrate their principles and purpose. and leaders
explored to genuinely
whether live their
expectations forpurpose
brands and
differ
leaders when considering
to genuinely liveinternal versus external
their purpose differ
At
At the
the same
same time, consumers
consumers are are increasingly
increasingly audiences.
when considering internal versus external
discerning
discerning about the purpose behind the
purpose behind audiences.
brands they support, with with trust
trust playing a This is where HAVAS Red’s five Ps of purpose
apivotal
pivotalrole
roleespecially
especially among
among younger
younger came
This isinto
where play. We’veRed’s
HAVAS previously
five Psidentified
of
generations. According
According to recent recent insights, over five elements — Platform,
purpose came into play. We’ve previously Process, Position,
over
60% of60% GenofZGen Z and millennials
and millennials believe
believe that a Perspective and Plan — to form
identified five elements — Platform, Process, a
that a brand’s
brand's trustworthiness
trustworthiness hingeshinges
on its on its comprehensive
Position, Perspective framework and Plan that — enables
to form brands
authenticity, transparency
transparency and and commitment
commitmentto to articulate and sustain
a comprehensive framework their purpose-driven
that enables
to social
social andand environmental
environmental issues.
issues. Moreover,
Moreover, a initiatives. By following
brands to articulate andthis step-by-step
sustain their
asignificant
significant portion
portion ofofconsumers
consumers expect
expect process,
purpose-drivenbrands can move beyond
initiatives. By following reactivethis
companies
companies to to lead
lead the wayway in addressing
addressing measures
step-by-step andprocess,
develop brandsa purpose canstrategy
move that
global challenges climate change,
challenges like climate change, with
with is both authentic
beyond and impactful.
reactive measures Our
and develop a
70% stating they would stop buyingfrom
stop buying from discussions
purpose strategy revealed thatthat all our
is both clients are
authentic and
brands thatdon’t
brands that don’t align
align with
with their values. A using a similar
impactful. Our framework
discussions—revealed some more that all
recent study also found
study also found about 20% 20% ofof younger
younger formally than others — which
our clients are using a similar framework has been —
employees
employees say saythey
theyhave
havechanged
changedjobs jobsor evolving
some more organically
formallyin recent
than times.
others In the has
— which
or industries
industries because
because of environmental
of environmental concerns, following
been evolving sections, we'll explore
organically in recent the times.
elements
concerns,
and more thanand more
70% saythangreen
70% credentials
say green these
In the frameworks
following sections,have in we’llcommon, explore the
credentials
matter whenmatterthey arewhenjobthey are job hunting.
hunting. highlighting
elements these howframeworks
they collectively haveempower
in common,
brands to make
highlighting howa theygenuine difference
collectively while
empower
The challenge
challenge for brands lies not just in maintaining
brands to make the trust and loyalty
a genuine of their
difference whilekey
choosing
choosing a clear stancebut
clear stance but in
in doing so stakeholders.
maintaining the trust and loyalty of their key
authentically and consistently, in a way that stakeholders.

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 01
PURPOSE
PURPOSE CAN
CAN
HAVE A NORTH
NORTH
STAR,
STAR, BUT
BUT THE
THE
JOURNEY
JOURNEY MUST
MUST
BE FLUID.
FLUID.
We’ve seen our previously approach
previously outlined approach
reinforced: An authentic purpose
purpose framework
frameworkmust
must
beginbegin with clarity.
with clarity. A clear
A clear purpose
purpose should should
be be
anchored
anchored in in something
somethingmore morethan
thanaasingle
singlegoal.
goal.
Brands must ensure that their purpose
Brands must ensure that their purpose aligns with aligns with
their mission, values and business operations,
values and business operations,
creating
creating a foundation that supports authentic and
supports authentic and
relevant stances,
stances,while
whileensuring
ensuringbothbothlongevity
longevity
and adaptability.
adaptability. From
From here,
here,small,
small,incremental
incremental
changes
changes cancanserve
serveasasthe
thepathway
pathwaytotoprogress.
progress.
Even when reevaluating targets
when reevaluating targets oror resetting
resetting goals
goals
along along
the way,theas
way, asas
long long
theas the intentions
intentions are are
communicated clearly,the
communicated clearly, thepurpose
purposejourney
journeycan
can
stay fluid.
stay fluid.

Defining
Defining a a company’s purposealso
company’s purpose alsorequires
requires
precision, avoiding broad or vague mission
precision, avoiding broad or vague mission or
or values
values statements
statements thatthat could
could apply
apply to any
to any
organization.
organization. Instead,
Instead, purpose
purpose should
should highlight
highlight
material ESG issues
material ESG issuesthat
thatdirectly
directlyaffect
affectvalue
value
creation,
creation, acknowledging
acknowledging that that not
not all
all stakeholder
stakeholder
concerns align with
concerns align with shareholder
shareholdervalue.
value.Trade-offs
Trade-offs
are
are inevitable,
inevitable, and
and aa clear
clear purpose
purpose helps
helps navigate
navigate
these challenges effectively.
these challenges effectively.

Clarity
Clarityisisachieved
achieved by
by answering
answering four four critical
critical
questions: What are the company’s capabilities?
questions: What are the company’s capabilities?
What
What societal impact does
societal impact doesitit aim
aim to to make?
make? What
What
are itsare its employees
employees and stakeholders
and other other stakeholders
passionate about? And
passionate about? And how
how cancan itit create
create
economic value?
economic value?
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 speed and agility,
substance, as opinions
intentionality, speedand circumstances
and agility, as
can rapidly
opinions change.
and It’s not just
circumstances canabout thechange.
rapidly initial
statement
It’s not justor response
about but also
the initial the ability
statement to
or response
reassess andability
but also the adjusttopositions
reassessas andneeded.
adjust Planning
for potential
positions as risks,
needed.focusing on impactful
Planning work
for potential over
risks,
Purpose has evolvedpurpose
“ManpowerGroup’s from being a ‘northbeen
has always star’ mere words,
focusing and ensuring
on impactful workactions are driven
over mere words, byand
to a ‘compass,’
clear: which guides
to place people dynamic, work
into meaningful real- and aensuring
commitment
actionstoare
positive
drivenoutcomes rather than
by a commitment to
time decision
build making in response
their employability. to volatile
With a 75-year legacy ideology are all keyrather
positive outcomes to sustaining credibility
than ideology are and
all key
events.
and While supporting
a presence purpose-driven
in 75 countries, our company’s effectiveness.
to sustaining credibility and effectiveness.
initiatives is crucial
commitment to thisduring
purposeperiods
remainsof growth,
steadfast.
it’s in moments
Instead of scrutiny
of changing the way and
wepressure
talk aboutthat
our The
The importance
importance of brands taking a clear stance
stance on
leadership
purpose, and authenticity
something that weare
try really
to do tested.
more of is on current
current events
events remains
remains a divisive
a divisive issue,
issue, withwith
This
to beisreally
aboutmindful
purposeof being
what'sagoing
dynamic on in this generational
generational differences further widening
differences further widening thethe gap.
process, and
moment not asee
static
howstatement.
we can adapt our purpose gap. A Gallup
A Gallup poll poll highlights
highlights thatthat
onlyonly
38%38% of
of U.S.
to make sure that it's relevant for all of the U.S. adults
adults believe
believe businesses
businesses shouldshould
speakspeak
out, aout,
things that the world is experiencing right now.”
Nhan Chiem adecline
declineofof10
While
53% of53%
10percentage
percentagepoints
of younger
younger
pointssince
Americans
Americans aged 18
since2022.
aged
2022. While
18 support
to 29 to 29
Head of Corporate Communications,
Emma Almond —
Fujitsu Asia Pacific support
aged
corporate
corporate activism,activism,
45 and
and older
only 35%only
olderThis
agree. agree.
35% of
of those
This generational
generational
those
aged 45
divide divide
Global Head of Strategic Communications underscores the need
underscores the need for brands to approach
& Partnerships, ManpowerGroup purpose
purpose with
with careful
careful consideration
consideration of of their diverse
diverse
audiences,
audiences, ensuring
ensuring that their actions resonate
actions resonate
meaningfully
meaningfully across differentdemographics.
across different demographics.

When
When navigating
navigating purpose-driven
purpose-driveninitiatives,
initiatives,
brands
brands often focus on
often focus on safer
safer topics
topics — — those
those that
that
resonate with their values and avoid polarizing
resonate with their values and avoid polarizing
debates. However, what
debates. However, what makes
makesaa topic
topic safe
safeisisits
ability to be anchored to the brand's
its ability to be anchored to the brand’s corecore values
while being contextualized to the current
values while being contextualized to the current global
landscape. As dynamics
global landscape. shift andshift
As dynamics newand information
new
emerges, brands must be prepared
information emerges, brands must be preparedto pivot and
adapt,
to pivotmaintaining a focus on areas
and adapt, maintaining where
a focus they
on areas
can genuinely make a positive impact.
where they can genuinely make a positive impact.
Clarity
Clarity of purpose also
of purpose also requires
requires aa dual
dual
perspective,
perspective, balancinginternal
balancing internal views
viewsfromfrom
employees
employeesand andassociates
associateswithwithexternal
external
expectations
expectations fromfromcustomers,
customers,business
businesspartners,
partners,
shareholders
shareholders and other stakeholders.Five
and other stakeholders. Fiveyears
years
ago, the Business
ago, the Business Roundtable
Roundtable issued
issuedaastatement
statement
pledging
pledging to to “lead
“leadtheir
theircompanies
companies for for the
the benefit
benefit
of all stakeholders.” Since then, stakeholderism
of all stakeholders.” Since then, stakeholderism
has
has gained
gained wider
wider acceptance
acceptanceand andhelped
helpedmanymany
corporate
corporate leaders take the first step in
leaders take the first step in aa long
long
journey
journey to rewire their
to rewire companies to
their companies to create
create value
for all stakeholders, rather than just for
value for all stakeholders, rather than just for
shareholders.
shareholders.
Knowing
Knowing whatwhat was
wasonce
onceconsidered
consideredprogressive in
ESG and DEI is now increasingly
progressive in ESG and DEI is now seen as essential,
increasingly
it’s
seen crucial to understand
as essential, the effectiveness
it’s crucial to understandof these
initiatives. When addressing topics
the effectiveness of these initiatives. under
When the
purpose umbrella, brands should prioritize
addressing topics under the purpose umbrella,
brands should prioritize substance, intentionality,
HAVAS RED
RED 77
7
 02
EMBRACING
AUTHENTICITY
AUTHENTICITY
DRIVES
MEANINGFUL
ENGAGEMENT.
ENGAGEMENT.
A well-defined processisisessential
well-defined process essentialfor forpurposeful
purposeful
engagement engagement on societal
on societal issues, issues,
ensuring that
ensuring
brands take thatdeliberate,
brands take deliberate, value-
value-aligned stands
aligned
rather thanstands ratherimpulsively
reacting than reacting impulsively
to gain popularity
to
or gain
meetpopularity or meet external
external pressures. However, pressures.
a common
However,
challenge aiscommon
the "say-do" challenge
gap, whereis the lofty
“say-
do” gap, where
purposes lofty purposes
articulated by leadership articulated by
fail to resonate
leadership
or manifestfail to resonate
within or manifest
the day-to-day within the
operations. For
day-to-day
instance, while operations.
CEOs may Forrate
instance, while CEOs
the importance of
may ratecorporate
a strong the importance purpose of aatstrong
9.1 outcorporate
of 10, they
purpose
often admit at 9.1
thatout of 10,
their they often
purpose is only admit
brought that to
their
life atpurpose
a level ofis 6only
outbrought
of 10. This to life
gap atreveals
a level of a 6
out of 10. This
disconnect gap reveals
between a disconnect
the company’s between
stated
the company’s
purpose and thestatedrealitypurpose
experienced and the by reality
its
experienced
stakeholders,by its stakeholders,
starting starting with
with its employees.
its employees.
To bridge this gap, companies must focus on
To bridgetheir
enabling this gap, companies
frontlines to fullymust
embrace focus andon
enabling
connect with theirtheir
frontlines
statedtopurpose
fully embraceand values,and
connect
ensuring withthat their
thesestated
idealspurpose
are genuinelyand values,
reflected
ensuring that these
in their actions. ideals are
Purposeful genuinely is
engagement reflected
about
in theirand
visibly actions. Purposeful
consistently livingengagement
company values, is about
visibly and consistently
where genuine livingmeasured
authenticity, companythrough values, a
where genuine
"certificate authenticity,can
of authenticity," measured through
help leaders stay
a “certificate
accountable of authenticity,”
and guide their impact, can help
driving leaders
stay accountable
stronger engagement and guide
and trusttheir in-impact,
and outsidedriving
stronger engagement and trust in- and outside
their organizations.
their organizations.

HAVAS
HAVASRED
RED 88
8
At the
the heart
heart ofof authentic
authentic engagement
engagement is the ability positive
positive change
change before weighing in on
to gather the
the right
right inputs
inputs and
and include
include the
the right
right controversial
controversial topics. By having a plan
plan in
in place,
place,
voices.
voices. Bringing in diverse perspectives
perspectives— —both
both companies can engage
companies can engage in in societal
societalissues
issueswith
with
from within
within the organization, such as employee
such as employee confidence,
confidence, knowing that their position is well-
and business resourcegroups
business resource groups(ERGs
(ERGsandandBRGs), considered, authentic
well-considered, and supported
authentic by a by a
and supported
BRGs),
and from and from external
external community community
partnerspartners
— enables thorough
thorough decision-making process.
decision-making process.
— enables companies
companies to get a comprehensive
to get a comprehensive understanding
understanding of theThis
of the issue at hand. issue at only
not hand. This in
helps not only
helps in avoiding
avoiding “analysis“analysis
paralysis” paralysis”
but also but also
ensures
ensures
alignment alignment
at all levelsat all
of levels of the organization,
the organization, from
from the front
the front lines lines
to thetoexecutive
the executive
team.team.
Companies
Companies
must also thinkmust also think
beyond beyond
a single marketa single
and
market
considerandtheconsider the ripple
ripple effects effects
of their stanceof on
theirall
stance
locationsonwhere
all locations where they operate.
they operate.

ManpowerGroup’s
“In response to externalpurpose hasand
events always been
internal
clear: to place people into meaningful
pressures, we have established a new work and
build their employability. With a 75-year
collaborative forum that brings together our legacy
and acommunications,
DEI, presence in 75 countries,
government ouraffairs
company’s
and
commitment to this purpose remains
sustainability teams to carefully consider steadfast.
any
Insteadstatements.
public of changing themeasured
This way we talk andabout our
purpose, something that we try
values-driven approach ensures that our to do more of
is to be really mindful of what’s going
company remains consistent and true to its on in this
moment and see how we can adapt our
heritage, focusing on substantive actions rather purpose
to make
than makingsurereactive
that it’s relevant for all of the things
statements.”
that the world is experiencing right now.

Renee Connolly —
Emma Almond
Chief Diversity, Equity and Inclusion Officer,
Global Head of Strategic Communications
Merck KGaA, Darmstadt, Germany
& Partnerships, ManpowerGroup

Having a robust plan for responding

responding to potential
potential
pushback is crucial. This includes beingprepared
pushback is crucial. This includes being prepared
with clear
clear and
and compelling
compelling messaging
messagingthat
thatexplains
explains the rationale
the rationale behind thebehind thestance.
brand's brand’s stance.
Companies
Companies that that respond
respondquickly
quicklyto
tosocial
socialissues
issues
are morearelikely
moretolikely to the
shape shape the narrative
narrative and and
resonate with their
resonate with their audiences,
audiences, but
but the
the response
response
must also align
must also align with
with their
their core
core values
values to
to avoid
appearing opportunistic.
opportunistic. Timing and authenticity
authenticity
are key to maintaining
maintaining trust.

Companies shouldalso
Companies should alsoconsider
considerthe
theimpact
impacton
on stakeholders,
stakeholders, their
their long-term
long-term values
values andand
especially whethertheir
especially whether theirresponse
responsewill
willfoster
foster

HAVAS
HAVAS RED
RED 99
9
 03PEOPLE-FIRST
A PEOPLE-FIRST
APPROACH
FOSTERS
FOSTERS
STRONGER
STRONGER
CONNECTIONS.
CONNECTIONS.
In 2024,
2024, the evolution from environmental
environmental
promises
promises to to aa people-first
people-first approach
approachto to purpose
purposeis
is gaining
gaining momentum,
momentum, recognizing
recognizing that
that oneone size
size
does not fit
fit all.
all.Instead
Instead of
oftaking
takingaway
away from
from any
any
environmental impactbrands
environmental impact brandsand
andbusinesses
businesses
might seek, approach only
seek, this approach only acknowledges
acknowledgesthat
that people
people and and
planet planet
needneed equal
equal attention
attention —
— and
and actions
actions start start
with with people.
people.

While a global framework provides essential

framework provides essential
guidance, it’s crucial for companies
crucial for companiesto to tailor
tailor their
their
purpose
purpose to reflect
reflect the unique needs, priorities and
and cultural
cultural contexts
contexts of each
of each region
region and market
and market in
in which
which they
they operate.
operate. This
This approach
approach ensures
ensures that
that purpose-driven
purpose-driven initiatives
initiatives resonate
resonate deeply deeply
with
with
local local audiences
audiences and address
and address their specific
their specific pain
pain points,
points, whether
whether related
related to DEI,
to DEI, ESGESG or other
or other
critical areas, truly
critical areas, truly meeting
meeting people
people where
where they
they
are. are.

The world’s most valuable

world’s most valuablecompanies
companiesarearedriven
driven
by a strong
strong sense
sense of human-centered purpose,
human-centered purpose,
which fostersinnovation,
which fosters innovation, resilience
resilienceand
andlong-term
long-
term growth.
growth. WhatWhat is striking
is striking aboutabout purpose-
purpose-driven
driven
brandsbrands like Microsoft,
like Microsoft, Mastercard
Mastercard and is
and Marriott
Marriott is theemphasis
the immense immensethey emphasis they
place on theplace
humanon
the human
aspects aspects of management,
of management, by putting
by putting people first,
people first, while
while visibly caringvisibly caringour
and serving andworld
servingin our
world
uniqueinand
unique and meaningful
meaningful waysmarket
ways in each in eachthey
market
set footthey
in. set foot in.

HAVAS RED
RED 10
10
10
To effectively embedpurpose
effectively embed purposeand andfoster
fosterstrong
strong
connections,organizations
connections,
way impacts
that that impacts
organizationsmust
everyevery
mustpursue
department,
department,
pursueititininaaway
everyevery
level level
and MEANINGFUL
2024
and every
every market.market.
This This
meansmeans adopting
adopting a a people-
centered approach,
people-centered
a lofty
just idealideal
a lofty but abut
where purpose
approach,
practical, actionable
a practical,
is not just
where purpose is not
strategy
actionable
BRANDS™ 2024
that guides
strategy thatday-to-day
iterative design
employing processes
iterative
operations.
guides day-to-day
design and
By employing
operations.
continuously
processes and
By
SPECIAL REPORT
refining their refining
continuously people management practices
their people management
to tailor those
practices to local
to tailor thoseneeds, companies
to local can
needs, companies the Full
Unlocking the FullPotential
Potential
ensure
can alignment
ensure
every function
every
alignment
function at
withwith
at every
theirtheir
every level
overall purpose
overall
level around
around the
in in
purpose
the globe, of Diverse Consumers
Consumers
understanding, engagement,
driving understanding, engagement, operational
operational
efficiencyand
efficiency andlong-term
long-termsuccess.
success. In
In its
its 16th
16thyear,
year,the
theHAVAS
HAVASMeaningful Brands™
Meaningful Brands™
global
global report
report explores
explores howhow brands
brands tangibly
tangibly
improve
improve people’s lives, enhance their well-being
enhance their well-being
and
and contribute
contribute toto society.
society. ItIthelps
helpscompanies
companies to
identify
identify how
how and
and where
where to meaningfully engage
meaningfully engage
with
with consumers throughbrand
consumers through brandexperiences.
experiences.

At STV,
“At STV,our Communications
we’ve become more team has become
selective, focusing This
This year’s report highlights the increasing
increasing
more
on selective,
where we canfocusing on where we
make a meaningful can make
impact diversity
diversity seen across
acrossmany
manyregions.
regions.The
TheU.S.,
U.S., for
a meaningful
rather impact
than relying onrather thangestures.
symbolic relying on For us, for example, has morphed into one of the most
example, has morphed into one of the most
symbolic gestures. For us, it’s about backing up
it’s about backing up our values with tangible diverse
diverse nations in the world. IfIfyouyouchose
chose twotwo
our values
actions withensuring
— like tangibleouractions — like
projects areensuring random
random individuals off the street, the the likelihood
likelihood
our projects
inclusive, are
such asinclusive,
creating such as creating
gender-diverse that
that they’d
they’dhail
hailfrom
fromdifferent
different racial
racial or
orethnic
ethnic
gender-diverse
bathrooms bathrooms and
and maintaining maintaining
year-round groups
groups is 61%.
61%.InIn2010,
2010,that
thatfigure
figurewas
wasonlyonly55%.
55%.
year-round partnerships
partnerships with the LGBTQ+with the LGBTQ+ for
community, This
This phenomenon extends far
phenomenon extends far beyond
beyond the the U.S.,
community,
instance for instance
— rather — changing
than just rather than just
our logo or with
with many communities, countriesand
communities, countries andcontinents
continents
changing
sharing our logo
a social or sharing
media post. Wea social
believemedia
purpose experiencing similar trends.
experiencing similar trends. What does this mean mean
post. We
should bebelieve purpose
a year-round should be anot
conversation, year-a for
for brands?
brands?
round conversation,
one-day event.” not a one-day event.
Understanding
Understanding microcommunities
microcommunities and andcatering
cateringto
to diverse audiences hashas become a necessity.
Aaron Jones —
diverse audiences become a necessity. And it
Aaron Jones And it will
will pay off.pay off. Brands
Brands that champion
that champion DEI DEI
Director of
Director of Media,
Media, authentically
authentically and locally
locally will resonate the most
resonate the most
Communications atatSTV
Communications STV profoundly,
profoundly,fostering
fostering meaningful
meaningful consumer
consumer
connections
connections and and creating
creating loyalty
loyalty that
that used
used to
to take
take
generations
generations to achieve.
achieve.

Building a team that is fully committed

committed to this
localized purpose
localized purpose isis equally
equallyvital.
vital. A purpose
purpose
statement gains
statement gainspower
powerwhenwheneveryone
everyonewithin the
within the organization
organization is on the sameis onpage,
the same page,
working toward
a common goal. This requires a willingness to a
working toward a common goal. This requires
IMAGE

willingness
make toughto make tough
decisions, decisions,
including including
organizational
organizationaland
restructuring restructuring
the creationand the creation
of new of
partnerships,
new
to partnerships,
align to align
all stakeholders all the
with stakeholders
company’swith
the company’s
mission. As seenmission. As seentransformations
with successful with successfulin
transformations
leading companies, in leading companies,to
such commitment such
purpose
commitment
not to purpose
only revitalizes not only revitalizes
the organization but also
the organization
strengthens but also
its ability strengthens
to deliver value toits ability
to deliver value
customers, to customers,
employees employeesalike.
and communities and
communities alike.

HAVASRED
HAVAS RED 11
11
11
 04
A SHIFT
SHIFT FROM
REACTIVE
FROM
REACTIVE TO
TO
REFLECTIVE
REFLECTIVE
ENGAGEMENT
ENGAGEMENT
BUILDS AGILITY.
The right perspective demandsthat
perspective demands thatbrands
brandsmove
move
beyond beyond a reactive
a reactive approach
approach to stakeholder
to stakeholder
engagement
engagement and and embrace
embraceaamore morereflective,
reflective,
proactive stance. Instead of waiting for crises
proactive stance. Instead of waiting crises to
to emerge,
emerge, companies
companies should
should actively
actively seek
seek out out
opportunities throughout the year to connect connect with
both internal and
and external
external stakeholders
stakeholders on issues
issues
that matter to them.
them. ByBy doing
doingso, so,they
theycan
cangather
gather
valuable insights
insights that
that will allow
allow them
them to anticipate
challenges
challenges andand respond
respondthoughtfully
thoughtfullywhenwhenissues
issues
do arise.
arise.

This shift from

from reactive
reactive to to reflective
reflectiveengagement
engagement
enables brands to
enables brands to build stronger, more authentic
authentic
relationships with their
relationships with their stakeholders.
stakeholders. Purpose-
driven businesses
Purpose-driven that maintain
businesses a consistent
that maintain a
dialogue
consistentwith their audiences
dialogue are in turn are
with their audiences betterin
positioned
turn better to navigate to
positioned volatile situations,
navigate volatileas
they have already
situations, as they established
have alreadytrust and a clear
established trust
understanding of stakeholder
and a clear understanding expectations.
of stakeholder
This approachThis
expectations. not approach
only strengthens
not onlythe brand’s
strengthens
purpose
the brand'sbutpurpose
also ensures
but alsothatensures
its actions
thatare
its
aligned withaligned
actions are its corewith
values, evenvalues,
its core in times of in
even
uncertainty — which is especially
times of uncertainty—which important
is especially
in 2024. Even
important companies
in 2024. with an established
Even companies with an
purpose
establishedcanpurpose
expect the can coming
expect the months
coming to serve
as a pressure
months to servetestasfor their commitments,
a pressure test for theirmaking
authenticity
commitments, and reflection
making of utmost
authenticity andimportance
reflection
to
of their
utmostsuccess.
importance to their success.

HAVAS RED 12
HAVAS 12
12
 At“At
CSAA,
CSAA,wewetake a thoughtful
take a thoughtfulandandsystematic
systematic
approach
approachwhenwhendeciding
decidingwhether
whetherto toengage
engageoror
speak
speakupupononsocietal
societalissues,
issues,making
makingsure
surethat
thatthe
the
perspectives
perspectivesof ofour
ourstakeholders
stakeholdersare arecarefully
carefully
considered
consideredand andreflected
reflectedininany
anyproposed
proposed
statements.
statements.By Bytapping
tappinginto
intodiverse
diversevoices,
voices,both
both
internally
internallythrough
throughemployee
employeeresource
resourcegroups
groups
and
andexternally
externallythrough
throughcommunity
communitypartners,
partners,wewe
can
canensure
ensurethat
thataabroad
broadrange
rangeofofinsights
insightsinform
inform
our
ournarrative,
narrative,allowing
allowingusustotostay relevant
stay and
relevant and
responsive
responsiveto tothe
theneeds
needsofofour
ourstakeholders,
stakeholders,
including
includingemployees,
employees,customers
customers andand the
the
communities
communitieswe weserve.
serve.”

LindaGoldstein
Linda Goldstein —
Chief
ChiefMarketing
MarketingOfficer,
Officer,CSAA
CSAA

An
An increasing
increasing numbernumberof of companies
companiesapproach
approach There is
There is also
also strength
strength in
in numbers.
numbers. By By aligning
aligning with
with
their corporate purpose with a focus
their corporate purpose with a focus on issues on issuesthat like-minded partners on high-profile or sensitive
like-minded partners on high-profile or sensitive
that are directly relevant to their business,
are directly relevant to their business, operations issues, brands
issues, brands cancanamplify
amplifytheir
theirimpact
impactandandshare
share
operations
and the areas andwhere
the areas
they where
can make theya can make a
positive the risk of potential pushback. Just beware:
the risk of potential pushback. Just beware: While While
positive
impact. Forimpact. For example,
example, CSAA has CSAA has acreated
created 'Mission you may
you may unite
unite the
the majority,
majority, some stakeholdersor
some stakeholders or
a ‘Missionseries
Moments' Moments’ series to
to showcase showcaseand
employees customerswill
customers willinevitably
inevitablybe
bealienated.
alienated.
employees
experts fromand experts
around the from
worldaround
as theythe world
share — in
as they5share
under minutes — in—under
how they5 minutes — how
are living the they Ultimately, adopting
Ultimately, adopting aa reflective
reflective engagement
engagement
are living the
company’s company’s
values values the
and highlight andtangible
highlight approach allows
approach allowsbrands
brandsto to be
be more
more agile
agile and
and
the tangible impact of their efforts.
impact of their efforts. BCG also highlights BCG also
its resilient. By fostering an environment of ongoing
resilient. By fostering an environment of ongoing
highlights its impact stories in an ‘Impact
impact stories in an ‘Impact in 60’ video series. in 60’By dialogue and
dialogue and reflection,
reflection, companies
companies cancanbetter
better
video
focusingseries. By focusingimpact
on measurable on measurable
rather than impact anticipate emerging issues, adapt their strategies
anticipate emerging issues, adapt their strategies
rather than flashpoint phrases, initiatives
flashpoint phrases, initiatives like these create an like and reinforce
and their commitment
reinforce their commitmentto totheir
theirpurpose,
purpose,
these
always-oncreate
filteranthat
always-on filter that
consistently consistently
aligns who they ensuring that they remain relevant and impactful
ensuring that they remain relevant and impactful
aligns
are with who
what they aredo,
they with what theysubstance,
prioritizing do, prioritizing in an
in an ever-changing world.
ever-changing world.
substance,
authenticityauthenticity and intentionality.
and intentionality.
Moreover,
Moreover, byby engaging
engaging in in ongoing,
ongoing,reflective
reflective
conversations, companiescan
conversations, companies canavoid
avoidthe thepitfalls
pitfallsof
of superficial ESG initiatives that prioritize
superficial ESG initiatives that prioritize optics optics
over impact. We are beyond the point
over impact. We are beyond the point where where
brands can aim
brands can aim toto do
do less bad or
less bad or aa little
little good
— true, purpose-driven leadership
good—true, purpose-driven leadership requires a a
requires
deep commitment to meaningful change,
deep commitment to meaningful change, not just not
just superficial,
superficial, reactive
reactive gestures.
gestures. By integrating
By integrating
continuous stakeholderengagement
continuous stakeholder engagementinto intotheir
their
purpose strategy, brands
purpose strategy, brands can can reflect
reflect on on their
their
impact and make
impact and make more
moreinformed,
informed,purposeful
purposeful
decisions that resonate with their audience
decisions that resonate with their audience and and
contribute to long-term success.
contribute to long-term success.

HAVAS RED 13
HAVAS 13
13
 05
ALIGNING
PURPOSE AND
PROFIT IS OKAY.
In today’s continually shifting landscape,
continually shifting landscape,
businesses
businesses need needto tounderstand
understandthat thatmoving
movingfromfrom
purpose versusprofit
purpose versus profit to
to purpose
purpose with
with profit
profit is
is not
only acceptable
acceptable but but also
also advisable.
advisable. Finding
Finding the
right balance between
between the the two
two can
can deliver
deliver even
even
greater investment into purpose-driven
investment into purpose-drivenactivities,
activities,
which
which in in turn drives
drives stronger
stronger performance
performancefor both
for bothand
people people and commercials.
commercials. Purpose Purpose
also doesn’t
also
havedoesn’t
to be athave
oddstowith
be at odds with
business business
success, as
success,
organizationsas organizations
these days can these days
boldly can boldly
communicate
communicate
the impact of theirthe impact
purposeofinitiatives
their purpose
on people,
initiatives
society and onthe
people,
bottomsociety
line. and the bottom line.

A well-defined measurementplan
well-defined measurement planisisessential
essentialfor
for tracking
tracking progress
progress andand demonstrating
demonstrating impact
impact
against purpose-drivengoals.
against purpose-driven goals.Clear
Clearmetrics
metricsand
and
transparent reporting are key ensuring internal
transparent reporting are key to ensuring internal
accountability
accountability andand building
building lasting
lasting credibility
credibility with
with external
external stakeholders.
stakeholders. Without
Without robustrobust
measurements,
measurements, even eventhe
themost
mostambitious
ambitiousgoals
goalsrisk
risk falling
falling short,
short, leaving
leaving a brand’s
a brand’s reputation
reputation
exposed.

As the traditional ways

ways of measuring
measuring ESGESG
performance continueto
performance continue to evolve,
evolve, companies
companiesmust
must
adaptadapt by setting
by setting clear, clear, actionable
actionable targetstargets
that go
that go beyond
beyond surface-level
surface-level metrics. metrics.
This meansThis
means developing
developing a plan thata plan
notthat
onlynot onlyprogress
tracks tracks
progress but also genuinely
but also genuinely reflects the reflects
brand'sthe brand’s
commitment
commitment to to its
its purpose.
purpose. By By doing so, brands
can demonstratethat
can demonstrate that their
their actions
actionsare
aremore
morethan
than
just words, reinforcing trust and
reinforcing trust and loyalty
loyalty among
among
stakeholders.
stakeholders.

HAVAS RED 14
HAVAS 14
14
At our
“At ourcore,
core,it’sit's
not just
not about
just aboutsetting
settinggoals
goals—
it’sit's
— about
aboutconsistently
consistently measuring
measuring ourour
progress
progress
and understanding
and understanding the the real
real impact
impact ofof our actions.
Whether it's
Whether it’s through our our internal
internalDEI
DEIinitiatives
initiatives or
or external
external partnerships,
partnerships, wewe ensure
ensure that
that ourour
purpose-drivenefforts
purpose-driven effortsare
areboth
both measurable
measurableand and
meaningful. Purpose
meaningful. Purpose needs
needsto to be
be more
more than
than just
just
words —
words — it has to be backed
backed by tangible
tangible results
results
benefit both the business
that benefit business andand society.”
society.

Alice Sox —
Alice Sox
Head of
Head of Corporate
Corporate Communications,
Communications,
Americas atCovestro
Americas at Covestro

However, it's not just about setting and tracking

However,
goals it’sabout
— it's not just about settingthe
understanding and tracking
impact of

IMAGE
goals —
those it’s about
actions. understanding
Poorly the impact of
conceived measurement
those actions.
strategies Poorly conceived
can undermine the very measurement
initiatives they
strategies
aim can undermine
to support, particularlythe very initiatives
in areas like ESG and
they by
DEI, aimsolely
to support,
focusingparticularly
on what can in areas
easilylike be
ESG and DEI,
measured, overlyby solely focusing
simplifying on what
metrics can to
or trying
easilyrich,
distill be measured, overly simplifying
multi-dimensional data into ametrics single or
trying to Confirmation
number. distill rich, multi-dimensional
bias is another pitfall data into
to
a singlealong
avoid, number. withConfirmation
only thinking inbias terms is another
of
pitfall to avoid,
quarters, along with only
not generations. thinking
Brands need in toterms
ensure
of quarters,
that their plans not aregenerations.
rooted in Brands
meaningful, need to
ensure that their
measurable, plans are
long-term rooted
impact, in meaningful,
rather than getting
measurable,
bogged down long-term
by metrics impact, rather
that don't tellthan
the getting
bogged
full story.down by metrics that don’t tell the
full story.
Finally, a well-structured plan for tracking and
Finally,
reporting a well-structured
progress allowsplan for tracking
brands to continually and
reporting
refine theirprogress
strategies allows brands to
and amplify continually
their impact. By
refine their
regularly strategies
assessing and working
what’s amplify their
and whatimpact. isn’t,
By regularlycan
companies assessing
pivot aswhat’s
needed,working
ensuring andthat
whatactions
their isn’t, companies
align withcan theirpivot
statedas purpose
needed, and
ensuring
lead that their
to tangible, actionsoutcomes.
positive align withThis their stated
purpose and to
commitment lead to tangible,
ongoing positive
evaluation and outcomes.
This commitment
adjustment is key to tonot
ongoing evaluation
only achieving and but
goals
adjustment
also sustaining is key to not only
a brand's achieving
credibility in the goals but
also sustaining
long term. a brand’s credibility in the
long term.

HAVAS RED 15
HAVAS 15
15
 HAVAS’ CONRAN
CONRAN
DESIGN GROUP
GROUP
PRESENTS
CITIZEN BRANDS
BRANDS
Earlier this year, HAVAS
HAVAS announced
announced the the launch
launch of
of
the Conran Design Group, a new new global offering
offering
dedicated to brand and design,
design, marking
marking the
occasion withthe
occasion with the release
releaseofofaa new
newproprietary
proprietary
study. Citizen Brandsisisananevidence-based
Citizen Brands evidence-based brand
brand and design
and design framework
framework that identifies
that identifies which
which brands
brands are achieving balanced growth in
are achieving balanced growth in an unbalanced an

CLOSING
CLOSING
unbalanced
world. world.

The study examined how

study examined how contradictory
contradictoryconsumer,
consumer,
societal

the answer
answer
and economic
societal and economicdemands
harder for companies
companies to
lies inlies
demandsare
to succeed,
in evolving
evolving theirtheir
aremaking

brands
brands
makingitit
succeed,suggesting
suggestingthe
to better
to better
THOUGHTS
THOUGHTS
balance self and
balance self and society
societybyby becoming
becoming‘citizen
‘citizen Ascorporate
As corporatepurpose
purposecontinues
continuestotoevolve
brands.
brands.’’ ItItoffered
offeredaanewnewCitizen
CitizenBrands
Brands framework
framework evolve
in in an increasingly
an increasingly complexcomplex
landscape,
to help
help brands
brands balance
balance conflicting demandsand
conflicting demands and landscape,and
businesses businesses and brands
brands must redefinemust
their
achieve balanced growth, identifying six
achieve balanced growth, identifying six drivers of drivers of redefine their
approach approach to purpose-
to purpose-driven strategies. The
success for the top performers.
success for the top performers. drivenare
stakes strategies. The
high, with stakes
both are high,
internal and
with both
external internal and
audiences external audiences
demanding
The Citizen Brands
Brands study
study found
found that
that the
the top 20
20 demanding transparency
authenticity, authenticity, transparency
and impact. To
citizen brands — those
citizen brands those able to meet the needs of and impact. To navigate this
navigate this challenge, companies challenge,
must
both individual and society
society — earned £8 billion companies must ensure their
ensure their purpose is clear, deeply purpose
($10.6
($10.6 billion)
billion)more
more in
inaverage
average yearly
yearly revenues
revenues is clear,with
aligned deeply aligned
their values,with
andtheir values,
backed by
than their lowest-performing counterparts.They
lowest-performing counterparts. They meaningful actions that go beyond that
and backed by meaningful actions
also achieved equity price
achieved equity price increases
increasesthat
thatare
areon
on go beyond performative
performative gestures. gestures.
average five
five times
times higher
higher than
than those
those of
of the lowest
lowest
performers.
performers. Thepath
The pathforward
forwardrequires
requiresaacommitment
commitment
to continuous
to continuousevaluation,
evaluation,where
whereclarity
clarityof
of purpose
purpose is regularly
is regularly measured,
measured, andandactions
actions are adjusted to stay relevant
are adjusted to stay relevant and impactful.
and impactful.
Leaders Leadersconsistency
must prioritize must prioritize
in
consistency in purpose,
purpose, engage thoughtfully engagewith societal
thoughtfully
issues with societal
and actively involve issues
diverseand
actively involve diverse perspectives
perspectives across their organizations.
across
This shifttheir
fromorganizations.
ideas to impact Thisisshift from
not only
ideas to impact
necessary but also is not
the only necessary
foundation for
but also trust,
building the foundation
loyalty andforlong-term
building trust,
loyalty and long-term success.
success.
Now
Now isis the
the time
time toto take
take bold,
bold,
values-driven actions
values-driven actions that thatnot
notonly
only
communicate authentic
communicate authentic purpose but purpose butalso
also
bring it to life in a way that fosters positive
bring it to life in a way that fosters positive
changefor
change forall
allstakeholders.
stakeholders.

HAVAS RED 16
HAVAS 16
16
CONTRIBUTORS We’d
We’d
academia
Meltwater
liketotothank
like
in academia
thankour
and the
our Meltwater
partners
ourclients,
andmedia,
clients,friends
the media,
partners
as well
for all for
friendsin
as aswell
allinput,
their
ouras
their input,
experience
experience and and research
research thatthat helped
helped us us
shape
shape thisthis white
white paper.
paper.

James
James Wright
Wright —
CEO,
CEO, HAVAS
HAVAS Red
Red Network
Network

Shane Russell —
Shane Russell
CEO, HAVAS Red Australia
CEO, HAVAS Red Australia

Linda DescanoCFA®
Linda Descano, —
Global Chief Integration & Marketing
CFA®, Global Chief Integration &
Officer, HAVAS
Marketing Officer,Red Network
HAVAS Red Network

Orsi
Orsi Korman
Korman —
Account Director, Content,
Account
HAVASDirector,
Red U.S.Content,
HAVAS Red U.S.

HAVAS RED 17
HAVAS 17
17
 Part of the HAVAS PR Network

UNBLINKERED thinking.
UNEXPECTED ideas.

HAVAS RED
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