Dominic Mason
Dominic Mason
文章 阅读时长约2分钟

For the Better Good

In this day and age, it is no longer enough for companies just to measure financial impact to get by. Corporate stakeholders, investors, regulators, employees, and consumers are asking questions and demanding answers around social and environmental impact, workplace well-being, and financial performance.

Sedgwick Richardson is proud to have supported Singapore’s National Volunteer and Philanthropy Centre (NVPC) in an initiative to build awareness on the importance of purpose-driven organisations in creating shared value for stakeholders and society.

Our shared goal was to help organisations working with NVPC’s Company of Good to better understand the benefits of corporate purpose. In its simplest form, it is a strategic choice to pursue goals in addition to profit.

Our work involved crafting a succinct value proposition, communicating what the Company of Good offers its stakeholders through the rational benefits, the positive commercial and personal outcomes of purpose, and aspirational stakeholder messaging.

We also helped visualise the relationships between different frameworks and concepts of vision, mission, and values, ESG, sustainability, and Shared Value through a schematic. This diagram helped explain the relevance of each element and the central role of corporate purpose.

The Company of Good team also challenged us to explore the visual language of purpose. A review of multiple purpose-driven brands helped identify a set of codes of good practice in signalling and substantiating brand purpose beyond greenwashing.

In addition, we made recommendations on the NVPC’s Company of Good brand architecture, including the need for differentiation between their sub-brands and programs.

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