The Role of Purpose for NEOs

NEOs are not merely interested in what a brand does or what it sells; they want to know why it exists. They are drawn to brands that have a clear sense of direction and a well-defined contribution to the world. This doesn’t mean every business needs to be overtly ethical or philanthropic, but it does mean that a brand’s purpose must be authentic, actionable, and deeply embedded in every aspect of its operations.

For NEOs, purpose provides a meaningful connection to a brand. It aligns with their values and aspirations, allowing them to support businesses that share their vision of the future. Purpose, in this sense, is not about corporate social responsibility (CSR) as a separate initiative; it’s about embedding a sense of mission into the very fabric of the business.