Thinking That Transforms
For the last year or more, we have all thought about the concept of ‘the other side.’ What will the world look like on the other side of near-constant volatility, uncertainty, pressure and social change? In business, we have heard experts characterize the other side in dramatic terms, like The Great Reset, The Great Return, the Next Normal, the Big Quit and the Great Resignation. Whatever trendwatchers might call this coming era, everyone seems to agree there’s something very different ahead.
It’s been clear for some time that the business of business – contrary to legendary economist Milton Friedman – isn’t simply business. Corporate responsibility has gone mainstream. But new research from Zeno Group reveals how, in Asia Pacific, corporate and brand purpose has become a clear and indisputable driver of tangible business success and commercial returns.
There was a lot of discussion among Zeno leaders about whether or not we could activate our annual global day of service, Zeno Gives Back, during this past fiscal year. This is a treasured tradition, one created three years ago at the request of Zenoids around the world who wanted to give their time and talents to their communities and do their part to help better humankind.