The recent attacks on Unilever by some of its shareholders on the company’s focus on ensuring all of their brands are purposeful have stirred up a debate on the value of purpose in today’s world. The case study provides a fascinating example to dissect and unpack the fundamental misunderstandings of how purpose should be accurately measured to truly reflect the long-term, multi-dimensional returns it creates.

By now, the data that supports the thesis that “Purpose” (the catch-all term for “business as a force for good”) is good for business is overwhelmingly clear.