However, its authenticity is crucial, necessitating reflection on the organization’s strategy and adoption at every level. It must also be integral to the firm’s dedication to sustainability.

But how is this achieved? Last year, we guided a boutique design firm through the process of infusing its operations with a purpose that would not only serve as an umbrella for its sustainability initiatives but also offer clear direction to both the team and its stakeholders about the societal role the company aimed to fulfill.