As I observe the ever-shifting landscape of global challenges-pandemics, the climate crisis, persistent social inequalities-it has become increasingly clear that our traditional understanding of corporate profitability is no longer fit for purpose. 

We must fundamentally rethink how organisations pursue success. My conviction is that true financial sustainability in the modern era should emerge as a byproduct of solving societies and the planet's most pressing problems, rather than contributing to them.

When we trace the evolution of business, we recall its initial formation was, in fact, to serve society. Regrettably, this focus often devolved into a singular pursuit of profit at any cost, a philosophy championed by figures like Milton Friedman. 

Yet, I believe we are now witnessing a powerful call for a return to a model where business operates as a genuine "force for good." This isn't about mere corporate charity; it's about embedding purpose into the very core of strategic operations. As I see it, the fundamental purpose of business ought to be the production of profitable solutions to the problems faced by people and the planet, not to generate profit from creating those very problems.

There are, to my mind, three compelling imperatives driving this necessary shift:

The Three Imperatives

1. Our Responsibility & Influence: Corporations wield immense power, an influence so vast that it demands a profoundly mindful approach to their societal and environmental impact. We cannot afford to ignore this.

2. Stakeholder Demand: It is undeniable that investors, consumers, and particularly the younger generations of employees—Gen Z and Millennials—are increasingly vocal in their demand for ethical performance and alignment with shared values. This is not a trend; it's a new reality.

3. Good Business Sense: Beyond the ethical imperative, I find that purpose-driven companies invariably build greater trust, enhance their reputation, and cultivate a deeper resilience. These qualities, in turn, pave the way for long-term, genuinely sustainable performance.

Achieving this purpose-led paradigm requires three intentional mindset shifts, which I believe are critical for any organisation looking to thrive:

Intentional Mindset Shifts

1. Ecosystem Thinking: We must recognise that our businesses do not exist in a vacuum; they are intrinsically interconnected with communities and the finite resources of our planet. Our actions ripple outwards.

2. A Long-Term View: It's time to prioritise lasting legacy and robust resilience over the allure of immediate, often unsustainable, gains. The future demands a broader horizon.

3. Purpose as an Impetus for Growth: I am convinced that when purpose is truly embedded at the core of strategy, it becomes a powerful driver for innovation, enabling us to address formidable global challenges whilst simultaneously fostering growth.

Ultimately, I believe that driving purpose through an organisation is a profoundly shared responsibility, demanding unwavering commitment from top-down leadership and enthusiastic engagement from every employee. While the scale of this transformation might seem daunting, my message is clear: the most critical step is simply to begin the journey towards becoming a genuinely purpose-driven organisation, embracing continuous improvement along the way.

This article was repurposed from nabilah’s original presentation at the 3rd instalment of the Impact Series and the topic therein was; “Making Impact Part of Everyday Business’ which can be found Thinkerneur’s YouTube page - see link here.