One of companies we’ve had the privilege of working with has been AkzoNobel, a paint and coatings company headquartered in Amsterdam. Their motto is “to create everyday essentials to make people’s lives more liveable and inspiring”. Whether it’s more sustainable paint coatings so that building temperatures in warmer countries stay cool, or grease-proof Dulux paint for kitchens, their commitment is taken to the highest levels. Attesting to their dedication, the performance of their Board of Directors is also linked to the company’s success in fulfilling their purpose.
Starbucks’ purpose statement is “to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time”. On top of being one of the pioneers of the ethical sourcing movement, they are also now working on the Next Gen cup – a more combustible, recyclable hot cup. When Starbucks encountered a crisis case of discrimination in one of their US stores, founder Howard Schulz declared a day in which stores would be closed for training against discrimination. More importantly, Starbucks’ purpose is not just for stakeholders outside the organisation but high emphasis is placed on internal stakeholders embodying the purpose as well.