Since the industrial revolution, companies have been focused on profit and often profit alone, selling more “whats” to more “whos” while believing that a day’s pay was enough to keep employees motivated and productive.
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SOURCES:
- Millward Brown Optimor Study
- Google/Ogilvy
- Edelman Good Purpose Study 2012
- Deloitte Purpose Study 2013
- CESifo Working Paper, April 2014
- Havas Meaningful Brands Index 2015
This article may be reprinted when the copyright, link to article and author bio are included. ©2015 Storyforge, LLC. Please contact us for inquiries.
Barry Chandler is the co-founder of Storyforge, a brand strategy company focused on helping companies discover their purpose to allow them to achieve their vision, build preference and drive margin. Barry has been building award-winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners and customers.