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How to harness the power of purpose

In retail, where the new norm is a permanent state of disruption and distraction, “purpose” is re-emerging as a guide for positive change, a compass for a sector in transition. But what is purpose? An organisation’s purpose is an aspirational reason for being that inspires and provides a call-to-action for it members, its partners and its stakeholders. While largely underused, purpose is a powerful asset in business. Research by the EY Beacon Institute highlights the correlation between th