When it comes to the topic of Purpose in business, Boards have a crucial role to play in unleashing its power.

What we are seeing today is the rise of the Conscious Consumers - people of every age but especially Millennials and Gen-Z who are increasingly looking to buy products and services that create a positive impact.

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.