Purpose-led businesses are proven to perform better. A common vision and ambition stems from the central brand purpose, highlighting to employees not just what they need to do but why they are doing it. During times of change and uncertainty, purpose can be anchoring, fostering a sense of belonging, ownership and responsibility for employees, customers and other stakeholders. But does a focus on purpose have value in all organisations, or can it fall prey to becoming a marketing exercise? And in the real-world drive for growth and profit, is leading with purpose really achievable and sustainable?

Our panellists will discuss their organisations’ approach to defining and embedding purpose; the extent to which it is used as a lens for decision-making and whether all this impacts on the mindsets, behaviours and confidence of their leaders, teams, customers or other stakeholders.

Panel: Janet Scotcher, Former Chief People Officer, Cambridge University Press & Assessment, Natalie Hailey, People Services Director, CAE Technology Services, Graham Day, Workforce Solutions Architect, Gattaca Solutions, Chaired by Claire Cross, Chief People Officer, Gattaca Solutions

Session Themes: Purpose, Transformation, Values & Behaviours, Performance-Orientation