Corporate Purpose – a key HR trend that not only reflects a company’s “soft facts” but also delivers economic added value, as Kienbaum and Human Unlimited can demonstrate in their latest study. Changing value frameworks lead to an increasing understanding of organizations as part of society, which in turn leads to the greater importance of developing a corporate purpose (CP). What is meant here is the raison d’être of an organization – beyond profit-making. Companies “should create environmental and social value.”
People strive to be able to tell their lives as a coherent story: As a narrative with desirable goals in the future and a past that gives strength through the good we look back on, but also the crises we have grown from. When integration of the past and anticipation of the future make a coherent whole in today, people say: That makes sense.