Pitching purpose against profit is no longer worth the time. Many still use purpose as a marketing ploy, a tool to capture more market share. But when it’s authentic, purpose helps businesses outperform the market — growing three times faster than their competitors. Purpose-driven businesses actually want to make the world a better place, and today’s socially, ethically and environmentally responsible audiences have learned the difference. You have to be purpose-driven in your core business strategy, and the people you hire and partner with have to share your values.
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