Download a Purpose Case Study above: Stattonrock Group, an Abbotsford based Homebuilder.
It can be difficult to imagine what a good social purpose statement looks like, so here are a few examples to get you started - and what I like about them. And remember, getting a Purpose isn't like flipping a switch; it is a journey with aspirational intent.
Maple Leaf Foods (meat and protein producer): To raise the good in food
Mary Ellen’s (MES’) Assessment: I really like this one – especially when you look at their underlying narrative, explaining what each word means to them and how each is actionable. They really are putting a stake in the ground by stating this Purpose as why they exist and have even been moving towards sustainable proteins (insects – yes, really!).
Hootsuite (social media management): To empower organizations to turn messages into meaningful relationships.
MES' Assessment: I like it – but to be honest, I would have left out the first bit, it’s too specific. I’d shorten this one: 'To turn messages into meaningful relationships'. This is world changing; words can be shallow, but meaningful relationships are what break down barriers and connect us all. They aim to make something special of the messages we put out into the world.
Return-It (recycling): To foster a world where nothing is waste.
MES’ Assessment: I love this one – and they did a whole ideation session with external stakeholders to help come up with it (I was there!). It is ambitious, and world and mindset changing, where what we usually consider waste becomes a resource / asset not a problem to try to bury.
LGM Financial (automotive financial products): To Accelerate Responsible Mobility for All
MES’ Assessment: Love this one, too. It audaciously extends beyond their specific products to the industry they service and puts improving the whole industry in their sights, one that is a necessary component of human thriving, yet also causes social and environmental harms. We can do better in our getting around; LGM aims to find a way.
Hemlock Printers (commercial printing): To create connections, build community, and inspire actions that safeguard the health of the world’s forests.
MES’ Assessment: This one is such a great combination of social (first half) and environmental (second half) aims, and it makes clear that progressing on an aspirational Purpose such as 'safeguarding the health of the world’s forests' is a combined effort and the quest brings us together. One way they are doing this is by working with suppliers to invent new papers that do not use tree fibre.
I'd love to help your company uncover a Purpose that aligns what your business does best with the societal issue it can uniquely impact upon. Get in touch soon!