Before COVID-19, customers, investors and employees were already beginning to question the long-held belief that profit came before planet and people. The idea of a ‘purpose-driven’ company – one that can articulate who they are, what they stand for and how they impact the wider community – was gaining traction.
This focus on purpose has accelerated during the pandemic and is a key driver of the sustainability agenda. It also benefits the bottom line. According to research by Accenture1, businesses that “combine the sprint on their COVID-19 responses with the marathon of longer-term societal and economic impact” will have a significant competitive edge.
Our Future of Work survey showed that nearly all business leaders (96%) understand that getting buy-in from their workforce is essential for building sustainability practices. There were some regional differences: 78% of respondents in Mexico and 72% in India agreed that the workforce was very important to improving overall sustainability credentials, whereas only 47% in Singapore and 38% in Germany shared this opinion.