Your Higher Purpose
So what is the „purpose“ buzzing all about? It is about love.
We are talking about the higher purposes that drive consumers today. What do consumers care about? An increasing number of them care about company values, for one, because they are aware of how many industrial giants are exploiting their workers and polluting our planet and would like to support companies that reduce their carbon footprint and create value in their local communities.
In other words:
The impact has changed.
We can actually see that a purposeful leading of a business can lead to a better employer branding. The so-called „empathic leaders“ everyone is talking about, they are crucial here because a purposeful leading only works if it is incorporated by the management.
It is crucial for a good CSR strategy, for effective diversity management and most of all for good employer branding.
Aynur Boldaz - An example of inclusive leadership
One of our clients, the entrepreneur Aynur Boldaz, has been managing a successful international inclusive cleaning business for 20 years – up to 40% of her workforce is composed of people with disabilities. Interestingly enough, she didn’t come up with this idea because someone, two decades ago, told her that diversity and inclusion would be something people would care about today. She founded her company with a higher purpose already in mind. And, twenty years later, Germany still doesn’t get it. People seem to think this is the basis to run a non-profit organization, not a business, and struggle to understand how she can be successful and turn a profit using such an unconventional business model.
Outside Germany, the narrative works better and people understand that she is successful precisely because she is running her business according to her personal higher purpose, which she has made into the company’s higher purpose. This is the kind of thing both employees and clients appreciate.
We took part in two conferences, where Aynur Boldaz was asked to deliver a keynote. One in 2014, organized by the Canadian Maytree Foundation.
And one in 2019, the European Conscious Capitalism Conference.
According to the Conscious Capitalism credo, business is good, because it creates value and the higher purpose of conscious capitalism is that businesses should exist for reasons beyond just making a profit.
And this is what Aynur Boldaz delivered on stage:
Aynur Boldaz at Maytree Foundation
Aynur Boldaz at Conscious Capitalism Conference
