Purpose-Driven Leadership: Creating safer & healthier communities today for tomorrow
Today, more than ever before, companies are being called upon to look beyond profit and embrace a deeper purpose.
Stakeholders, including employees and customers, increasingly demand that businesses contribute positively to society. This shift reflects a fundamental truth: companies must now play a role in creating a better world.
Employees, especially younger generations, seek meaningful work where their contribution makes a genuine, positive difference in society. Customers, too, are increasingly conscious of the ethical and social implications of their supply chains, favouring companies that do good in the world.
This shift in expectations is supported by research. According to a Deloitte Survey, 87% of executives believe companies perform best over time if their purpose goes beyond profit.
An HBR article reports that nine out of ten people would be willing to earn less money for the chance to do more meaningful work.
Companies that struggle to articulate their purpose or focus solely on hard metrics are more likely to encounter lower employee engagement and higher turnover. On the other hand, companies that truly follow their purpose tend to grow sustainably and earn the trust and loyalty of their employees.
Purpose-driven leadership is about understanding and articulating the ‘why’ behind an organisation’s actions. This clarity of purpose drives business success.
Many companies know ‘what’ they do and ‘how’ they do it, but few pause to consider ‘why’ they do it.
Getting clear on this ‘why’ involves investing time and effort into asking essential questions:
- What is our core focus?
- What is our reason for existing?
- What makes us unique?
- What difference do we want to make in the world?
This insight helps clearly articulate a purpose statement that is simple, genuine, and relatable. Engaging leaders in shaping the purpose statement and testing it with broader employee cohorts creates a sense of co-creation and ownership across the company. Understanding the ‘why’ is not just a theoretical exercise; it has practical implications that can be seen in successful organisations across different industries. In the 1960s, a janitor at NASA famously described their job as “helping to put a man on the moon,” highlighting how every role was connected to the organisation’s larger mission.
Today, many leading brands continue to recognise the power of purpose. Walt Disney’s mission is “to create happiness for people of all ages, everywhere”. Lego’s goal is “to inspire and develop the builders of tomorrow”, and Nike aims “to move the world forward through the power of sport”.
These purpose statements are simple, easy to communicate, and leverage their unique talents, whether in sport or creativity, to do good in the world. What truly sets these companies apart is their commitment to living and breathing their purpose, making it more than just a slogan on a wall.
Similar to NASA, purpose-led companies strive to connect each employee’s role to the broader company purpose, ensuring they know they make a genuine, positive difference in society.
Purpose-driven leadership is particularly crucial in our industry. Our industry plays a vital role in society. It helps deliver better patient outcomes in hospitals, improves the experience of shoppers and commuters, raises standards in the places that make our food and medicines, and so much more.
Our frontline colleagues are the unsung heroes whose contributions often go unnoticed. Embracing and articulating purpose can highlight these critical roles, creating a sense of pride and appreciation across the industry.
For instance, Elohim, a dedicated contract manager at an acute hospital, encountered a long-term illness patient named Meera, who was battling cancer. Meera had no family nearby, making her journey even more challenging. Elohim and his team went beyond their usual duties, providing not just care, but companionship. Elohim’s daily check-ins became a source of comfort for Meera, and they bonded over stories of her life in India and shared recipes.
As months passed, Meera’s condition remained serious, but her family, who lived overseas, managed to travel to be with her. In a heartfelt moment, she introduced Elohim and his team to her family as her friends. This experience underscored the profound impact of their work, highlighting that their roles extended far beyond FM services.
This story perfectly exemplifies Bidvest Noonan’s purpose to proudly create safer and healthier communities today, for tomorrow. For nearly 50 years, Bidvest Noonan has played an essential role supporting customers, colleagues and communities. This purpose, brought to life by the passion and pride of our people, will enable another 50 years of success and positive impact on the world.
Purpose-driven leadership is not just a trend; it’s a necessity for creating safer and healthier communities. By embracing our purpose, we can create a future where businesses thrive by contributing to the greater good.
Julie Mernagh
Chief People and Culture Officer
Bidvest Noonan
