Purpose will undoubtedly go down in history as a notable theme of the early twenty-first century. Between Millennials’ demands for purpose as employees and consumers, the August 2019 Business Roundtable statement redefining the Purpose of a Corporation, and the rise of purpose consultants as an industry, there’s clearly a collective interest in understanding the why behind the companies we work for and buy from. Peak ‘purpose,’ according to Google Trends, was the week of January 20-27, 2017.

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