Consumers around the world have increased their expectations about the role corporations play in society, and they are demonstrating these expectations with their purchasing power. Social purpose is an emerging trend in business whereby companies define their reason for being in terms of the good they do for people and the planet. This process enables organizations to establish a competitive advantage and create new opportunities for maximizing profits and building shareholder value. This BCLC-commissioned study explores lessons learned from articulating and operationalizing social purpose and how those experiences impact marketing strategy and practices.