Business purpose is essential with the new call for sustainability

In SA we are already seeing the impact of business purpose informing business strategy, for example, with SAB and DistellIf you think technology, robotics and the Fourth Industrial Revolution are disrupters then you haven’t considered the mushrooming social revolution. As we recognise the complexities of the world around us and the opportunities the global market place presents, the only effective strategy for business is to embrace people and planet-focused change.

This approach is embodied in the words of Milton Friedman, the highly respected economist most famous for his 1970 declaration in The New York Times that “the social Despite Fortune’s wonderful coverage of the Business Roundtable’s shift away from profit maximisation, it’s important to note that this is not just a leap from a 1970s view to a 2019 wake-up moment.

World Wide Fund for Nature-SA Sustainable Seafood Initiative green-listed; caught from Marine Stewardship Council-certified fisheries; farmed by Aquaculture Stewardship Council-certified fisheries; or sourced from credible fisheries improvement projects. These examples of business purpose have the added advantage of giving people something more tangible to connect with than just a brand name; something bigger, something more important and more human.

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