The University of Navarra, IESE Business School and DCH – International Organization of Human Capital Executives join forces for the second consecutive year to launch a new edition of the Ibero-American Barometer on the implementation of Corporate Purpose in the Iberian Peninsula and Latin America with the aim of analyzing corporate purpose, its implementation in organizations and its impact on improving corporate sustainability developed by the Purpose Strenght Project of the University of Navarra.

The Ibero-American Barometer on the implementation of the Corporate Purpose arises from the collaboration between the University of Navarra, IESE Business School and DCH – International Organization of Human Capital Managers with the objective of analyzing the corporate purpose, its implementation in organizations and its impact on the improvement of corporate sustainability developed by the Purpose Strenght Project of the University of Navarra.

Corporate purpose is the evolution of the concept of mission – what the company does – and vision – what it wants to be. It expresses the reason for the company’s existence and activity, integrating the expectations of society and stakeholders in relation to it.

The research, which stems from the University of Navarra’s ambitious Purpose Strength Project, aims to analyze corporate purpose in depth. This goes beyond the traditional mission and vision of a company, expressing the reason for its existence and activity. It integrates the expectations of society and stakeholders, transforming the way organizations perceive themselves and their role in today’s world.

Corporate purpose: An essential lever for sustainability and business competitiveness.

Faced with times defined by the consequences of covid-19, the climate crisis or the outbreak of the war in Ukraine, we know that the priorities of society, companies and people 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, and 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 is another. The key is not to have a purpose, but to live that purpose. The challenge is not easy, hence this study.

This assessment allows us to take the pulse of organizations on the extent to which they have formulated their purpose, how they have activated it and what impact it has on the ESG (Environmental, Social and Governance) aspects to drive corporate sustainability. These results will be the starting point to organize workshops to reflect on how to better implement and deploy the corporate purpose and enhance its benefits.

The Ibero-American Barometer on the implementation of the Corporate Purpose arises from the collaboration between the University of Navarra, IESE Business School and DCH – International Organization of Human Capital Managers with the objective of analyzing the corporate purpose, its implementation in organizations and its impact on the improvement of corporate sustainability developed by the Purpose Strenght Project of the University of Navarra.

Corporate purpose is the evolution of the concept of mission – what the company does – and vision – what it wants to be. It expresses the reason for the company’s existence and activity, integrating the expectations of society and stakeholders in relation to it.

The research, which stems from the University of Navarra’s ambitious Purpose Strength Project, aims to analyze corporate purpose in depth. This goes beyond the traditional mission and vision of a company, expressing the reason for its existence and activity. It integrates the expectations of society and stakeholders, transforming the way organizations perceive themselves and their role in today’s world.

Corporate purpose: An essential lever for sustainability and business competitiveness.

Faced with times defined by the consequences of covid-19, the climate crisis or the outbreak of the war in Ukraine, we know that the priorities of society, companies and people 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, and 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 is another. The key is not to have a purpose, but to live that purpose. The challenge is not easy, hence this study.

This assessment allows us to take the pulse of organizations on the extent to which they have formulated their purpose, how they have activated it and what impact it has on the ESG (Environmental, Social and Governance) aspects to drive corporate sustainability. These results will be the starting point to organize workshops to reflect on how to better implement and deploy the corporate purpose and enhance its benefits.

We invite you to answer this survey, which will take you no more than 5 minutes, whose conclusions will help us to prepare a report that we will publish so that it is freely accessible to anyone who is interested.