In times defined by wars, the climate crisis and political polarization, we know that the priorities of society, companies and individuals have changed. There is a social demand for companies to be aware of their responsibility and behave as a social actor concerned about the social and environmental impact of their activity. Society demands purposeful companies that develop profitable solutions to the problems of people and the planet, not at their expense.

However, we know that it is not enough to have a purpose. Defining a purpose is one thing, activating it to change the organization’s day-to-day operations is another. The key is not to have a purpose, but to live that purpose. The challenge is not simple, hence this study, which aims to find out to what extent companies have formulated their purpose, how they have activated it and what impact it has on ESG (Environmental, Social and Corporate Governance) aspects to promote corporate sustainability.

For all these reasons, the Purpose Strenght Project® of the School of Economics of the University of Navarra and IESE Business School, in collaboration with DCH-International Organization of Human Capital Managers, launched the study “Barometer on the implementation of Corporate Purpose in the Iberian Peninsula and Latin America”, which we started in 2023.

We are now resuming the second edition with the incorporation of the CEOE as a collaborating promoter and the following academic partners: IPADE, CIHE, IDE, INALDE, PAD, ESE, IAE, IEEM, ISE, AESE and Barna Management School. This work was sponsored by the ISS Chair of Sustainable Organizational Development of the University of Navarra.

We want to take the pulse of organizations and see how it evolves from year to year in order to start a conversation between academics and managers on how best to implement and deploy corporate purpose and to leverage its benefits.