Purpose provides direction, clarity, unity and influence; the opportunity to make a tangible difference to customers and clients, colleagues and the wider community.
Done well, Purpose is a powerful tool with which to govern how an organisation is run, the decisions taken by leaders, the service it provides, and the culture it creates. The right purpose will be rooted in reality while aspiring to a vision for the future, with tangible plans to get there. It should balance the needs of profit, people and planet. And it must be focused on measurable action.
A new Purpose offers the opportunity to unite employees around a single vision; a common goal. But they should be a genuine part of the process; engaged early and with proper consideration of how Purpose can be made tangible and important for them.
The articulation of a brand or campaign’s unique ‘reason for being’ is the cornerstone of any reputation or marketing strategy. We develop strong, authentic narratives that build differentiation for brands and campaigns, rooted in purpose.
Cutting through the technicalities and jargon, we help simplify current and future-looking ESG positioning, enabling organisations to engage with confidence, and showcase progress and successes proactively.
We combine deep strategic thinking with creativity and flair, to conceive cut-through campaign platforms that engage stakeholders across channels and platforms. Rooted in action, our campaigns straddle brand, thought leadership, CSR, ESG and marcomms with award-winning results.
Executive Chair and Co-Founder
Tony co-founded Lansons in 1989 and has advised Governments, organisations and companies on their image and reputation for over 35 years. He is acknowledged as one of the UK’s leading reputation management and public relations advisers and has been named by Debrett’s as one of the 500 most influential people in the UK. His first book Reputation Management : The Future of Corporate Communications and Public Relations was published by Emerald Publishing in December 2018. Outside Lansons he has an active non-executive career in horseracing, fintech and market research.
I haven’t met a business leader who needs convincing of the need for Purpose lately. Have you? Covid-19 has undoubtedly accelerated demand for organisations to live their purpose through action which is helping the world, and many have stepped up to the plate.
The concept of ‘purpose-led organisations’ has been gathering momentum. How organisations respond to the coronavirus pandemic, navigate the financial crash and mitigate climate change is being scrutinised. Is the organisation behaving in a way that reflects their purpose promises? Is the purpose relevant to current societal and environmental demands? Is it a purpose beyond profit?
From joining ‘clap for carers’ on Thursdays, to shopping for vulnerable neighbours at the weekend, millions of Britons have discovered a new connection to their community during the pandemic. - Authored by Adam Baines and Louise Gardiner-Hill
Baroness Mary Goudie is a member of the British House of Lords and is a passionate gender equality and diversity campaigner. Mary is a founding member of 30% Club, a campaign launched in 2010 to ensure diversity and inclusion on boards and in senior management roles across companies. Mary maintains her position on the UK’s steering committee. The 30% Club has since evolved to become a global campaign.