The COVID-19 global pandemic and resulting economic crises have disrupted our economic system highlighting many vulnerabilities and inequalities and drawing attention to the value of kindness.  ESG (Environmental, Social, Governance) investment and ethical consumer spending has skyrocketed during this period.

Today’s purpose driven organisations are transparent.  They put people at the heart of all decisions and actions and communicate their strategies well to create impact.  In spite of many business challenges, many companies are now keen to demonstrate that they are doing the right thing as they regenerate. By prioritising employees, the environment and communities above shareholders’ interests and profit to support the environment, their people and their supply chain they create a new value system that is equitable, inclusive, sustainable and forward thinking.  The idea of putting people and planet before profit is discussed by Mary Portas in her latest book ‘Rebuild: How to Survive in the Kindness Economy’. She believes that a business thrives by understanding that its customers buy into brands, not just buy from them.

Long-term change for the better means the development of ethical, purpose led business models that dovetail with a harmonious regulatory environment, data driven solutions, compliance, innovation and corporate social responsibility (CSR).  However, for a business to model itself around a message of social and environmental well-being that impacts society, it needs a moral compass from top down, and authenticity. 

Kindness and trust convert to growth. When a brand leads with purpose, it will attain trusted status with its employees, customers, and partners and build growth. A recent survey by Deloitte revealed that more than 80 per cent of consumers will pay more if a brand is more environmentally and socially responsible or pays higher wages to its employees.

Purpose is a differentiator.  The kindness economy is the here and now.

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