Alex Edmans

Purpose is the buzzword of today, with politicians, the public, and even shareholders calling on businesses to serve wider society. But purpose is also controversial, because companies need to make a profit. Is there a trade-off between purpose and profit, or can companies to achieve both? This talk will critically examine the case for purposeful business, using rigorous evidence and real-life examples to show what works – and, importantly, what doesn’t. It will discuss practical ways for companies of all sizes to put purpose into practice – to ensure it guides their day-to-day decisions, is embedded throughout the organisation, and enhances rather than jeopardises long-run returns.