The Benefits of Corporate Purpose Beyond Mission Vision and Value

According to the Globe and Mail,[1] adoption of a corporate purpose is being recognized “as a vital strategy to attract, retain and engage employees, along with building brand and shareholder loyalty. In an era defined by climate change and social unrest, Canadian businesses are striving to go beyond cursory support of community initiatives to embed purpose at their core.”

McKinsey & Company advises that “Employees are agitating for decisions and behaviors that they can be proud to stand behind and gravitating toward companies that have a clear, unequivocal, and positive impact on the world.” [2]

The Harvard Business Review tells us that “More than 8 in 10 executives think that a strong sense of shared purpose drives employee satisfaction, facilitates business transformation, and helps boost customer loyalty. Most executives also understand that purpose helps companies navigate a volatile and unpredictable environment and delivers higher and more sustainable performance.” [3]

Join us to hear from Edmonton CEOs that have led the adoption of a corporate purpose. They will share their perspectives on creating a corporate purpose, their take on the advantages it brings, and other lessons they learned.

[1] “What makes a corporate purpose program successful?”, Nov. 1, 2022,
[2] “Purpose: Shifting from Why to How”, April 20, 2022,
[3] “Creating a Meaningful Corporate Purpose”, Oct 28, 2021,

December 6, 2023 07:30 AM - 09:00 AM MT
Royal Glenora Braemar Ballroom , 11160 River Valley Rd NW, Edmonton, AB T5J 2G7

Members: $65
Non-members: $95

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