Live out loud with fidelity of purpose Companies can only compete on purpose when purpose permeates the organization. It must be present and identifiable in every product, service, action or word. In building fidelity of purpose, companies make their commitments tangible. It also positively impacts their growth and profitability. Those companies that demonstrate purpose have been 6 shown to outperform the market by 5%–7% per year. Communicating and living one’s purpose are Fidelity of purpose two different things. The recent backlash against well-known tech players over issues of political is the manner in which advertising, privacy protections and treatment a company manifests of workers confirms that consumers judge companies on a host of factors—anywhere from the transparency its core essence in all of their operations to their use of plastics. it does and proves its Gen Y and Z consumers are more keenly sensitive purpose is real every day. to these factors than other consumers (see Figure 1). Companies that look at purpose holistically and build fidelity authentically, in multiple ways, are more likely to attract Gen Y and Z advocates for the long run. 4 | GENERATION P(URPOSE)