As companies become purpose-led, where does that leave charities?

To make real progress, governments, civil society, companies, and charities must come together and form an alliance.

As companies work towards their purpose, these are new skills they need to learn:

• Empathy
• Global movement
• Employee orientation towards meaningful work.

Companies usually look at what customers want or need.

They need to understand the feelings of the customers, their motivations and empathize with customers beyond the product, at a grassroots level.

Normally, companies are spending top dollar in marketing and lobbying around economic agendas, to increase their profit share in the market.

They need to have a similar global movement towards social causes, using the resources they have, to have a real impact.

Good, purpose-led values that drive work in the charity sector needs to be cultivated at the workplace.

Corporates should unlock the purpose and motivation that a charity has, by making their employees find meaning in their work, and helping society, starting from their workforce.