What is your organization’s reason for being and how can it make a positive contribution to society faced with immense global challenges? Questions that no contemporary business strategy and brand positioning can ignore. Learn more about the transformative power of purpose here.


Purpose Study: Best Purpose Statements in the Dax 30

August 2, 2021 - The topic of purpose has taken root in the DAX: Roughly 80 percent of the DAX 30 companies have now published a purpose statement. Often, their first response is to embellish their websites in large letters. Sometimes the companies also stage their statements in publicity campaigns. But how well are those statements perceived by the public? This extension of the Globeone Purpose Readiness Study

Read More

Harnessing the power of corporate purpose

Successful purpose development in 5 steps

April 28, 2021 - With the evolving discussion about corporate purpose, we witness a growing number of smaller and larger corporations exploring the process of defining their core reason of existence. We see some more and also some less successful examples – while a whole array of companies already managed to put the idea of why they exist into clear words, others are struggling with the task of articulating a precise and meaningful purpose. But, despite some advertising agencies claims, successful purpose development is not a product of chance or creative arbitrariness. Often it is also overlooked that the purpose statement is just a pointed verbal expression of a deeper concept behind.

Read More

The 5 biggest purpose misconceptions

April 15, 2021 - More and more companies are positioning themselves publicly with a corporate purpose that takes the common good into account. In purpose projects, however, we repeatedly come across misunderstandings and erroneous assumptions about purpose. We would therefore like to clear up the five biggest misconceptions here.

Read More

Corporate purpose definition: what is it all about?

March 29, 2021 - Many people talk about it, often with long explanations and flowery words. But in a nutshell what exactly is a corporate purpose? Corporate purpose does not lend itself to a standard definition. However, the common corporate purpose definitions are largely similar, at best emphasizing different areas of a corporate purpose.

Read More

Points of view on corporate purpose


Corporate purpose: door opener for big changes

March 15, 2021 - What is the significance of an overriding corporate purpose in times of existential challenges, when companies may even have to lay off employees? In a recent interview with the Handelsblatt (published on 4 October 2020), Bielefeld professor and consultant Stefan Kühl claims that purpose is only a management method that has lost further importance in the crisis. "In a year or two, hardly anyone will be talking about purpose anymore," says Kühl.

Read More

Interview with consulting.de

Brand claims: “What’s in it for the customer?”

February 20, 2021 - In its comprehensive purpose study , Globeone examined the brand claims of a total of 238 companies in Germany, Switzerland, the USA, China and Brazil. Result: Many companies tend to be egocentric. What is a credible positioning, what are rather counterproductive claims? In an interview with the portal CONSULTING.de Niklas Schaffmeister gives examples.

Read More

Studies on Corporate Purpose


Purpose Readiness Study Germany 2021

May 4, 2021 - A growing number of companies and institutions are exploring their core reason for existence as purpose-driven positioning is increasingly becoming a strategic success factor. But proclaiming a purpose alone is not enough. More decisive is the concept of "purpose readiness": Only brands with a high level of purpose credibility have a good foundation to authentically represent key topics such as sustainability, future viability and good corporate governance. Find out in our latest Purpose Readiness survey which companies, institutions and industries are ready for purpose and where they still need to catch up.

Read More


New Purpose Readiness Survey 2020 for Switzerland

November 3, 2020 - Most Swiss companies are well on their way to being at least partially credible for a purpose-driven positioning, according to the results from a new “Purpose Readiness Survey” released by Globeone, a management consultancy co-located in Zurich.

Read More


No Purpose, No Brand! Study by Globeone Germany

September 29, 2016 - German companies are too egocentric in their brand positioning. They usually talk about their own product and often fail to address the general public with the purpose behind their company. This is the key finding of the new Purpose Study by the management consultancy Globeone.

Read More

Discuss with our corporate purpose experts



Managing Partner Cologne

Carina Hauswald


Managing Partner Zurich



Manager Cologne