Many businesses seem focused on their underlying purpose, highlighting their values that go beyond generating profit. While some businesses prioritise ethical and sustainable activities, others have failed to match their words with decisive action. Organisational culture is a vital factor that defines and sets businesses apart when exploring environmental and social factors.

Culture provides the beliefs and the shared values that shape employee mindsets and behaviours. Businesses may show commitment to their purpose, but without a supporting culture that meets this purpose, employees won’t have the necessary support to deliver these shared values in their work. Integrating purpose depends on several strategies.

In a purpose-driven culture, leaders are responsible for sharing and embodying the purpose and values of an organisation. At all levels, these leaders must define the connections between purpose, values and performance and work through the challenges that appear.

The path towards a purpose-centric culture will often involve challenges. Leaders must be agile, consider the obstacles and adapt when required. For example, the corporate purpose of Airbnb is to create a world where anyone can belong, anywhere. When the purpose was implemented and tested, researchers and users raised concerns about potential discrimination on the platform. With escalating concerns, business leaders launched a program focusing on tackling any discrimination evident on the platform. Any insights gathered will help create new features and measures that offer a more equitable experience and support their missions of generating greater belonging.

Overall, leaders are responsible for directing their business towards purpose and act as representatives. Their actions, choices and communications will define the organisation and its purpose.

Making purpose clear to the team

Employees will make a company purposeful and profitable. Each individual must understand how their role can strengthen and contribute to the underlying purpose. While team leaders create the tone for a purpose-driven culture to intertwine within a company, each member requires the ability to navigate choices that influence purpose achievement.

Employees should be able to recognise how their tasks and responsibilities fit into the purpose of a company. Some companies even have a guide highlighting how each role influences the corporate purpose and objectives of a company.

Recognising the insights of team members on purpose and profitability can generate a sense of inclusivity, meaning everyone feels valued and a part of the decision-making process. Businesses engaging employees on purpose can create a culture of trust, innovation and a supportive working environment. By actively engaging employees on vital themes and connecting them with specific pain points, businesses can create insights that directly influence development and success. Empowering people to make decisions in their daily tasks can drive innovation and customer-focused solutions.

A purpose-driven culture provides decision-makers and employees with clear strategies for making decisions. Establishing a purpose-driven business needs conscious and thoughtful input of purpose-centric culture. This requires communicating the purpose and requires leaders who can display values associated with purpose. Authentic and defined corporate purpose can drive a stronger market positioning, enhanced trust and resilience.