Die Antwort auf diese Frage ist durchaus vielschichtig und hängt nicht zuletzt von der eigenen Betrachtungsweise ab.
Die höheren Werte eines Unternehmens wirken sich auf seinen Ruf dreimal so stark aus wie seine finanziellen Erfolge (Burson-Marsteller 2014).
Die Fakten:
- Verbesserung der Gesamtperformance der Organisation nach Einführung des Purpose
- Steigerung der Kundenbindung und Kundenzufriedenheit
- Stark positive Veränderung der Mitarbeiterzufriedenheit, Arbeitgeberattraktivität und Mitarbeitendenbindung
Quelle: Kinebaum Purpose Studie 2020
Außerdem zeigen sich verschiedene positive Wirkungen:
- …Klarheit und (Aus-)Richtung
- …Zufriedenheit
- …Fluktuation
- …Recruiting
- …Erlaubnis
- …Loyalität von Mitarbeitenden und Kunden
Der Purpose bietet also gleichermaßen Potenziale und deckt zunehmende Anforderungen ab.
Ein klar formulierter Purpose ist dabei nur der erste Schritt. Er sorgt für ein gemeinsames Verständnis, leistet einen Beitrag zur Identität eines Unternehmens und ist insofern ein Fixstern für alle Mitarbeitenden. In der Konsequenz kann das dann auch bedeuten, dass einige Mitarbeitende diesen Purpose nicht mittragen und sich anderweitig eher verwirklichen können. Dies hängt letztlich vom Einzelfall und der Frage ab, wie der Corporate Purpose „erarbeitet“ wurde und wie authentisch er wirklich ist.
Und am Ende ist es wie mit anderen Themen auch: Wenn wir den Corporate Purpose betrachten, ist entscheidend, inwieweit ein Purpose nicht nur freigelegt und kommuniziert, sondern auch gelebt wird – das kann das Unternehmen insgesamt oder große Initiativen und Projekte beinhalten. Es spiegelt sich aber in weitaus größerem Maße im Alltag wider:
- Wird der Purpose dort berücksichtigt und umgesetzt?
- Wird er bei Entscheidungen einbezogen?
- Zeigt er sich in Führung und Leadership?
- Wie wird mit dem Purpose entgegenlaufendem Verhalten und Entscheidungen umgegangen?
- Wie wird in Zielkonflikten entschieden und kommuniziert?
Und noch etwas sei noch erwähnt: Wer den Purpose nur als zusätzliche Methode für eine systematische Leistungsoptimierung mit Blick auf den monetären Unternehmensgewinn oder das Umsatzwachstum sieht, sollte besser zunächst das gängige Instrumentarium anwenden. Gleiches gilt übrigens für diejenigen Unternehmen, für die ein Purpose eine willkommene Gelegenheit für spontanes Greenwashing und dergleichen scheint. Mehr dazu folgt gesondert in einem „Standpunkt“.
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