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Challenge_

We have conducted a global scan to identify exceptional purpose-led companies. Alarmingly, we found that many organisations claiming to be purpose-driven—and even those with respected certifications—fall short of genuine leadership. We observed:

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  • Most certified and featured companies either lack a clear purpose statement or mistakenly conflate it with their vision. â€‹

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  • Inauthentic or misaligned leadership at the top remains a core issue. Many senior leaders and executives operate without a clear sense of purpose.

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  • The absence of purpose-driven leaders fails to create workplaces that truly empower employees, ultimately resulting in disengaged staff and a poor employee experience.

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  • A minimal focus on delivering real, lasting value to customers makes it challenging to determine whether their loyalty is genuine or purely transactional.

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  • Limited, if any, measurable impact across stakeholders due to the absence of an authentic purpose.

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Many of today’s well-known business rankings and certifications offer valuable benchmarks in areas like ESG, trust, and organisational culture. However, they often prioritise financial performance over authentic leadership impact and tend to overlook the deeper, purpose-driven leadership qualities that shape an organisation’s culture and overall environment.

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Recognising and celebrating the top 1% of the world's most impactful purpose-driven businesses serves as a powerful inspiration for businesses globally. Their achievements encourage others to follow their lead and collaborate towards similar positive outcomes.

Purpose Vanguards seeks to address this issue by emphasising the importance of purpose in leadership. Just as you can't pour from an empty cup, leadership without purpose lacks the foundation needed for true impact. By focusing on purpose, we aim to correct flawed rankings and better capture the essence of impactful leadership.

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