Changes on purpose

Changes are common in this “modern time”. From X-gen to Y-Gen, Millennials to Generation Z, isolated business to big economics blocks, changes are everywhere and in every magnitude. Time changes everything and “Purpose of the business” is not foreign to this trend.

My personal view of Purpose is that it has change during last decades, and even today is continuously evolving. I find two distinctive moments, first one when the purpose was personal benefit and the benefit for the society was pursuit if possible, and second one, the modern view of purpose, which goes after the benefit of the whole society, the need to make this world a better place and as consequence achieve the personal benefit.

After thinking on this topic I came to the conclusion that these changes are generated due to changes in the society. As society is the only cluster that aggregates all the consumer and prospects of all the companies of the world, changes in this group will impact in all of them. The change we can appreciate is that people has been becoming more concern on well-being, on greater benefits and on trying to make a better world for everyone. We can prove it from different point of view depending on the group of interest; as an example we can say that taking care of environment is making a better place, or also the inclusion of minorities could impact on major benefit for those societies. But as we see they are all ways of making greater good for all of us.

As an example I would like to quote P&G Purpose: 

“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

Where we can see exposed the benefit for the today’s and next generations’ consumers (what we can call “society benefit”) and also the benefit of the shareholders (what we can call “personal benefit”) that comes as results of the previous one.