Working closely with iResearch Services, we conducted an online survey among 1000 CEOs based in Australia, China, France, Germany, India, Singapore, Sweden, Norway, Finland, Denmark, the United Kingdom and the United States throughout Spring 2023.

  • Australia = 50
  • China = 100
  • France = 100
  • Germany = 100
  • Sweden = 25
  • Denmark = 25
  • Finland = 25
  • Norway = 25
  • Singapore = 50
  • India = 100
  • United Kingdom = 100
  • United States = 300


Respondents were invited to participate in the survey via email and an online survey panel. Data was monitored to remove any “career respondents” and geo-IP checks were included to ensure that the relevant countries were verified. Due to rounding, numbers presented throughout this report may not add up precisely to the totals provided and percentages may not precisely reflect the absolute figures.

The survey was designed with strategic input from Griffith University and implemented by iResearch Services, which is a full member of the Market Research Society and abides by its rules, which are based on the ESOMAR principles.

Thank you to everyone who took part in shaping this year's report, with a special thank you to our contributors:

Andrew Hill

Senior Business Writer,
Financial Times

Ben Kellard
Director of Business Strategy, Cambridge Institute for Sustainability Leadership (CISL)

Craig Dews
CEO, 
Limelight Sports Group


Francesca Lagerberg

CEO, Baker Tilly International

Hubert Joly

Former CEO Best Buy, Harvard Business School Professor

Isaac Getz

Author, Speaker, and Professor at ESCP Business School

James Payne


Global Strategic Lead, Purpose of Business, Forum for the Future


Mark Cuddigan


CEO,
Ella’s Kitchen


Nick Barter

Professor of Business Strategy and Sustainability at Griffith University

Nicky Goulder

Founding CEO, Create

Rob Jay
CEO, ScionHealth

Sarah Walker-Smith

CEO, Shakespeare Martineau

Tim Smeaton

CEO, Kubrick Group

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Boosting employee action by bridging the sustainability gap

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The evolving role of culture: why innovation is crucial for building a resilient business

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How law firms can take a lead in an unclaimed space

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Tackling the credibility crisis in MedTech

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The best of both: how a great employee experience powers business performance

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The power of storytelling beyond statistics

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Culture will make or break your future

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Redefining renewable energy

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Crafting success: Delivering a best-in-class go-to-market strategy

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AI has entered the chat: Wider implications businesses should consider

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How accessible design can drive business opportunity

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Finding balance: How digital harmonization powers brand resilience

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Barriers to change: Overcoming challenges in culture initiatives

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Brand building through crisis: Reframing challenge as opportunity

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Innovation only happens when you innovate. Culture is no exception.

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'Believe in better': Defying cynicism in healthcare by connecting purpose

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Change is the only constant in business, and purpose is your roadmap to navigating it

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Overcoming business challenges to focus on growth

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Creativity is an engine of growth in competitive times. Here is how to utilize it.

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Why driving cultural transformation should be central to any merger

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Is your purpose enabling your vision?

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Beyond the early adopters: How brand will drive the EV movement

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The power of purpose on building brand awareness

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Are your digital experiences delivering real value?

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How relevant is your brand in the era of reinvention?

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Shaping a culture of change-makers: how to inspire employee action

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Closing the trust gap: Revitalizing health services with purposeful corporate brands

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Energy Outlook 2024: Insights for brand leaders

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From intention to action: Two approaches for intergenerational business value

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Five pathways for change responsible business leaders need to action in 2024

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Embracing a new era of culture innovation

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Driving growth from the inside

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Accelerators are the secret to your organization’s success: Here is how to identify them

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What are the emerging digital themes shaping 2024?

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The AI backlash

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Does your business have a Christmas culture?

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Beyond saving lives: the dilemma of purpose in healthcare

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Purpose as a tool for clarity

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‘Purpose’ isn’t just a corporate buzzword – it’s driving results

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Why business culture should drive psychological safety

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Mind the gap: delivering sustainable action at scale

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Francesca Lagerberg on how purpose can be a guiding light

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Hubert Joly on how purpose can navigate a changing world

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Isaac Getz on how purpose can motivate employees

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5 ways energy leaders can future-proof their brand

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Working at Brandpie: what it’s like to do work experience here

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Accelerating sustainable action: leadership alignment and board engagement

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Clarity through complexity: Why purpose must lie at the heart of every energy company

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Leading with purpose-driven talent

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The power of purpose in healthcare

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Are your people on the same page? Why having a purpose can align your organization

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A World Class award for a World Class culture

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Brandpie wins Gold and Strategist of the Year at the 2023 Transform Awards

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Evolving purpose measures

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Follow the French: How to lead with purpose in 2023

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Purpose is falling short (and what must change)

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What do the 2022 CEO Purpose Report findings mean for Chief People Officers?

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What do the 2022 CEO Purpose Report findings mean for Chief Marketing Officers?

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What do the 2022 CEO Purpose Report findings mean for Chief Sustainability Officers?

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What makes a great purpose statement?

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#BioBrilliance

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Brandpie and Griffith Business School announce partnership to further purpose agenda in business

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Brandpie strengthens team with two new senior hires

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Brandpie appoints Laurence Mellman as a Non-Executive Director

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What CEOs across the globe think of purpose

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Magpie: Power of Purpose – Kari Warberg Block, CEO of EarthKind

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Why tech is the most purpose-led sector in 2021

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The emerging need for purpose activation

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Brandpie delivers new visual identity for Astorg

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Kubrick unveil new positioning, identity and website by Brandpie

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Matrix Medical Network Launches New Brand Identity and Positioning by Brandpie

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Why isn’t there more pride in the workplace?

Article Read more Purpose1

Magpie: Power of Purpose – David Boynton

Magpie Read more Podcast For Kim 16

Brandpie delivers new brand identity and strategy for AmeriCorps

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Celebrating Black Marketing Talent

Article Read more Hands thumbnail

ANA B2 Awards 2020

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Brandpie develops inclusive new brand for EO

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How three people with purpose used language

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A purposeful tone

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Why culture is your recruitment trump card – and how to use it well

Article Read more Culture thumbnail

The meaning of purpose

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CEO Purpose Report 2020

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Flexibility in the Workplace

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Helping you understand how your people are really feeling

Article Read more Feelings practical advice thumb

The Home Working Therapy That Made A Big Difference

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Engaging a workforce that's suddenly virtual

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#MarchToReal

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Transform Europe Awards 2020

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How Purpose can unlock engagement and enhance performance.

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Brandpie unites Swann Group with a dynamic new visual identity

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Brandpie reveals scaled up refresh for charity Help Musicians

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Using Purpose to deliver long-term results

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How The Modern CEO Creates Value

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The CEO Disconnect: short-term wins and long-term growth

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The Drum Agency Business Awards US

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Transform North America Awards 2019

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How the C-suite are using Purpose to drive business performance

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The rise of sports fans who don’t care about sports

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Brandpie ensures LACO hits the right note with brand refresh

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The power of sport in brand activism

Article Read more Sports activism thumb

Monumental Sports & Entertainment introduces new brand positioning and advertising campaign

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The Power of Purpose

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What CEOs Really Think About The Role Of Purpose In An Organization

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Out of the shade and into the light

Magpie Read more Light shade thumb

Our favorite kits

Magpie Read more Magpie fave kits thumb

Magpie Interviews: a conversation with Ted Leonsis

Magpie Read more Magpie Interviews Ep1 Thumb

Dress coding for sports

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Top 5 ways to boost employee engagement

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Game On

Magpie Read more E Sports thumb

Power of purpose understood, but CEOs failing to capitalize on opportunity

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The American Formula

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Embracing a new definition of sports

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How Tech Giants Entered And Altered The Financial Landscape

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A Purpose Isn't Just For A Campaign

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The Key Themes Of The Cannes Lions 2019 In 15 Quotes

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How Can Social Good Drive Business Success?

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The ABCs of Financial Literacy

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The CMO Guide To The 2019 Cannes Lions

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Rethinking the approach to employee engagement

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PSPA launches #UNMUTE campaign

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A new anatomy of trust

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The ATM: Eight Meditations

Magpie Read more ATM Eight Meditations Thumb

Beyond the pale, male and stale

Magpie Read more Pale male stale 02

What's New in Beauty? 10 trends to watch

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The Make-Up of Beauty

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How financial service companies can build trust in an age of rapid change

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Partners in Transformation

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Almost Implemented, Not Quite

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GCEN rebrands to GC Partners

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Tilting the scales

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Talking with Betterment

Magpie Read more Interview with betterment thumb 02

A revolution's unexpected traces

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How the beauty industry can keep up with a changing society

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The Power of Purpose and Great Leadership

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Why Big Data Means Big Responsibility for CMOs

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From Surveys to Solutions

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International HIV/AIDS Alliance announces rebrand

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UK’s Leading Management Consultants 2019

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Let's get Phygital: The important balance between physical and digital

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The Drum Top 100 Independent Agencies 2018

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The Striver: Five questions to test your purpose

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The Leader: Your work is never done

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The Seeker: Embarking on your purpose journey

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The Builder: Set your purpose in motion

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Adapting an Imagine-It-Forward mindset

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Zero Waste

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Two members of Capgemini's family of brands get a new look

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The Ageless Age

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Modern Masculinity

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Transform North America Awards 2018

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Halal Yes

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The changing face of beauty

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How to navigate the murky waters of taking a stand on social issues

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Not Your Poster Child

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Our Social Self

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Rebranding is much more than designing a new logo

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New beauty in the age of inclusivity

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A new future for PSPA starts here

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Can leading longer help you live longer, too? A note to the new CEO

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How massively successful companies have made creativity their engine for growth

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How one startup is disrupting UK healthcare

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Paging Dr Google

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Happy Birthday NHS?

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The danger of default young

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The rise of the marijuana gold rush

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How artificial will AI in healthcare be?

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The Telly Awards 2018

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Where humanity meets technology meets medicine

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Artificial Ingredients - Intelligence

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The cutting edge of food and beverage

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Magpie

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Is an obsession with the metrics of engagement distracting us?

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Has purpose been hijacked by marketing?

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AI: Useful tool or amusing toy?

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Brandpie CEO Purpose Report 2023: Methodology

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Unlocking the power of purpose

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