Purpose and sustainability strategy: IKEA changes the way we live

The core purpose can be driven by the founding person or persons whose values are so strong that they become an integral part of the brand’s business. In these cases, caring for people and the planet, like profit, is not just an afterthought, a project or a new department, but is rooted in the core of the company.

If we now take a look beyond the brand and the company, the influence of external stakeholders also becomes increasingly clear. Investors are interested in understanding a company’s impact, especially as it relates to environmental issues.

Not surprisingly, a shift toward a greater focus on people and planet within one company can influence or even force the actions of other brands, especially if they are business customers or part of the same delivery ecosystem.

Finally, although to a lesser extent, there is also pressure from individual consumers, according to this study.

Overall, while consumers have greater access to information and to platforms where they can put pressure on brands, most consumers don’t yet seem to be really using their influence.