When Larry Fink, CEO of BlackRock, wrote in his 2018 letter to CEOs that, “Purpose gives your business its license to operate in today’s society” and intimated that BlackRock is less likely to invest in businesses that don’t have a clear Purpose, he got a storm of responses – some positive, but many questioning this wisdom.

Clearly Purpose is important. Brandpie's research shows 97% of CEOs believe there is a role for Purpose in their organization, yet only 27% understand how to effectively own it to create value.

At our recent Power of Purpose event, we explored the increasingly talked about role of Purpose and what business leaders really think about it.

Moderated by Brandpie's US CEO, MaryLee Sachs, the session offered insights from key industry leaders on Purpose; what it means to their organization and how they are using it to transform their business, brand and culture.


  • David Boynton - Global CEO, The Body Shop.
    With over 3000 locations spread over 65 different countries, The Body Shop has pioneered natural and cruelty-free beauty products. With C-suite experience across the beauty and fashion industries, David joined The Body Shop in 2017 and has his own stories of how Purpose helped shape and create value for the businesses he has worked in.
  • Joshua Graff - UK Country Manager & VP EMEA/LATAM, LinkedIn.
    Joining in 2011, Joshua is Country Manager for the UK and VP of LinkedIn's Marketing Solutions business in EMEA. Before joining LinkedIn, Joshua held roles at Electronics Arts (EA) and Microsoft. Prior to that he founded the world’s first in-game advertising agency, JAM International, which was acquired by Massive Inc. He has also been featured on the Financial Times Top 50 LGBT Leaders list, and is a founding member of the advocacy group ‘Open For Business.’
  • Christine Stegling - Executive Director, Frontline AIDS.
    With over 20 years of experience in HIV, international development and human rights spheres, Christine heads up Frontline AIDS, an alliance of 34 NGOs across 28 countries capturing the purpose, courage and energy of the amazing people dedicated to finding new and innovative ways across the world to end AIDs.

CEO Purpose Report

We conducted the world’s most comprehensive study of how CEOs view the role of purpose and its impact on the performance of their businesses.

Explore the report