Businesses face an accelerated pace of change as digitalisation, disruptive business, and rapidly Businesses face an accelerated pace of change as digitalisation, disruptive business, and rapidly changing consumer expectations reshape their world. At the same time, the demands of a new generation of employees for meaning in their work, the declining levels of trust in companies,and a wider debate about the role business can or should play in society are reshaping expectations of organizations.

Over the past few years, a growing number of corporate leaders and experts have spoken out about how a strong shared sense of purpose can help companies meet these new challenges and transform their organizations. In order to understand why, and more importantly, how, companies are employing purpose to guide and lend impetus to their transformations, Harvard Business Review Analytic Services conducted a survey sponsored by the EY Beacon Institute.

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