News and Insights
Purpose Under Pressure at the 2025 World Business Forum
November 14, 2025
“There is no purpose crisis playbook.”
In today’s world, that’s truer than ever. Business leaders are navigating a constant stream of social, political, and cultural tremors, many of which can shake even the most purpose-driven organizations. But in these moments of pressure, one thing remains steady: values are a leader’s most powerful compass.
At the World Business Forum (WOBI), I had the privilege of leading a conversation on Purpose Under Pressure, exploring how brands can stay grounded in their purpose and protect their reputation when the stakes are high. What became clear is that purpose is no longer a “nice to have.” It’s a business imperative that fuels trust, growth, and resilience.
Companies with strong sustainability mindsets are growing up to 20% faster, enjoying higher valuations, and operating at 5-10% lower costs than peers who have shelved their efforts. But beyond the numbers, purpose has become the soul of the brand – a differentiator in purchase decisions, a magnet for talent, and a unifying force when the outside world feels unpredictable.
When organizations treat purpose as both a moral and operational driver, they can navigate crises with confidence because they already know who they are and what they stand for.
The complexity of today’s landscape means one misstep can quickly turn into a reputation domino effect. Stakeholders expect transparency, inclusion, and accountability – and they’re watching how companies respond in real time.
Silence is no longer golden. And naiveté can be even worse.
Leaders need to know when to speak, when to listen, and how to anchor every decision in their organization’s values and long-term vision.
At FINN Partners, we often help clients find where they land on what I call the spectrum of boldness. Not every organization needs to take a public stand on every issue, but every organization does need to be prepared.
In an age of “narrative warfare,” facts alone don’t win hearts or headlines. You can’t fight emotion with logic – you have to balance both.
That’s where strategic tools like media forensics and audience intelligence come in. Understanding how emotions drive algorithms, how fringe voices shape the middle, and how to anticipate rather than react are essential skills for communicators today.
Purpose-led storytelling, when informed by data and driven by empathy, builds lasting trust. And trust, ultimately, is the strongest currency a brand can hold.
There is no playbook for leading through uncertainty. But there is a path forward.
By using purpose as a compass, activating authentic advocates, and communicating with clarity and courage, leaders can protect not just their reputation, but the integrity of their mission.
That’s what it means to lead with purpose under pressure.
POSTED BY: Amy Terpeluk
