The future of successful business is a combination of profit and purpose

Highlights from a 2014 study by Coca-Cola and Financial Times:

  • 88% of current CEOs and 90% of future leaders* surveyed believe businesses should have a social purpose
  • However, only 19% of future leaders think businesses already have a clear social purpose, compared to 86% of CEOs

And a quote from Coca-Cola Enterprises' Chairman and CEO:

Forward-looking organizations are already focusing on how to balance profit and purpose, and there is clearly a growing expectation on businesses to do this.

Today’s leaders play an essential role in integrating environmental and social issues into strategic decision making, but future generations have even higher expectations of business. It’s clear that social and environmental purpose will increase in importance in the years to come, and that collaborative innovation is the key to unlocking success.