We are living in the age of purpose.
It increasingly drives consumer preference, influences jobseekers’ choices, and gets the credit for business growth.
But then came COVID-19 and the economic fallout. What effect will the crisis have on this trend? What will purpose in business look like moving forward?
To find the answers, we (formerly ABA) decided to commission a comprehensive piece of research with 250+ business leaders, entrepreneurs and influencers. The research results were published in November 2020 and influenced the thinking and decision-making of purpose-minded leaders in the proceeding months.
