Giving Compass' Take:

• Here are 10 ways that purposeful business will grow in 2020 and push society toward sustainability. 

• How will the onset of more impact-driven companies change the landscape of social good? How will it impact philanthropy?

• Read more about why consumers and workers choose purpose-driven organizations.

Five years ago, as cause marketing and corporate citizenship had become widely accepted corporate strategies for giving back, vanguard brands were exploring ways to further deepen their engagement with society. Today, it’s well understood that without a healthy, sustainable society, we won’t have a world in which to do business. Tomorrow, we hope more companies choose to be heroes. And it starts with purpose.

To chart the path ahead, I tapped the Purpose Collaborative, the world’s first and largest collective of purpose-first agencies and experts, for its members’ 2020 predictions.

  1. Business will be the hero. 
  2. Purpose will be validated. 
  3. But beware of purpose-washing. 
  4. Consumers will be purpose experts. 
  5. Purpose will be directed at employees. 
  6. Employees will be activists.
  7. Consumers will expect companies to stand up. 
  8. Communications will evolve. 
  9. Companies will seek collaborators.
  10. Purpose will change society.

Read the full article about purposeful businesses in 2020 by Carol Cone at Fast Company.