For over a decade, the Sustainable Brands community has been at the forefront of elevating the business case for embedding environmental and social purpose into the core of a brand. The future of business requires a certain level of leadership to move us closer towards becoming purpose-led brands and that starts with a personal commitment to rethink one’s relation(ship) to work as well as their brand or company’s role in the world.
In February 2014, CVS/Pharmacy announced that it would stop selling cigarettes and all tobacco products at its more than 7,600 stores nationwide by October 1, 2014. Announced by President and CEO, Larry Merlo, it was ‘simply the right thing to do for the good of our customers and our company.’ He went on to say that the sale of tobacco products was inconsistent with their purpose — helping people on their path to better health.
This archive video from SB’14 San Diego features Eileen Howard Boone, SVP of CSR for CVS Health discussing the overwhelmingly positive support for their decision and the consumers’ response to it.
Transformative personal purpose and courageous leadership have given rise to many of today’s outstanding brands and breakthrough sustainability solutions. In the weeks leading up to SB’16 San Diego, we’ll be sharing inspirational stories from our community archives and building upon our 2016 global conversation — Activating Purpose. Key conversation topics at SB’16 San Diego focused on purpose-driven leadership will include: leveraging faith-based communities to amplify purpose-driven leadership and broaden its reach; exploring striking characteristics of Millennial and Gen Z trailblazers as the next generation of sustainable business leaders; and cultivating purpose-driven leadership and influence from a variety of personal belief systems.
Brands are moving beyond the concept of purpose-driven brand leadership to actually developing real tools, techniques and models for activating purpose. In your opinion, who are the companies that are consistently performing above the pack?