Match B2B purpose with broader values of both stakeholders and shareholders

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 10, 2022, 1:19 AM GMT+0

Find a purpose that can improve people’s lives, better the environment and drive profits.

Though profits are important, B2B leaders must also focus on providing value to all their stakeholders and shareholders, including employees, customers, investors, and the planet. B2B companies must find a purpose beyond profits and align it with the values of the company, investors, regulatory bodies, and more to protect their brand image and prevent retaliation.

Many B2B companies are already expanding their purpose to include a broader set of stakeholders. Ensure the purpose is in alignment with products and services, and that it serves as a guideline for decision-making and product development.

However, B2B leaders must ensure their purpose also yields profits. Implement innovative product designs, revamp operations, and create new policies around environmental, social, and corporate governance to empower employees and deliver value.

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