The purpose of purpose-driven marketing
Consumers want companies to go further in addressing issues that affect wider society. For those willing to do so, a marketing-led competitive advantage is up for grabs....
Purpose
Growing longevity market needs new types of leaders
February 20, 2026 • by Jennifer Borrer, Lisa Casper, Saule Serikova in Purpose • 10 min read • 
Audio available
The fast-growing sector needs a unique leadership archetype to realize its full potential. After interviewing key players in the industry, senior executives at WittKieffer offer a blueprint for success....
Continue readingLatest
Share
War babies: the business of managing human emotions
June 15, 2022 • by Susan Kersch-Kibler in Purpose • 12 min read
The Russian invasion has disrupted Ukraine’s $1.5 billion surrogacy industry and posed logistical and ethical challenges for agencies operating in the country. Susan Kersch-Kibler, founder of the Delivering Dreams International Surrogacy Agency,...
Taking aim: how shareholder activism is making the workplace more diverse and inclusive
Shareholder activism is changing human resource policies around workplace diversity and inclusion. We use the narrative of Nia Capital, a leading shareholder activist that tackles problems in corporate workplaces through firm engagement...
10 attributes of culture that make it so difficult to change – especially when workers aren’t in the office
Understanding your company’s culture is essential to design a strategy and structure that will enable your employees to perform at their best, says Professor Michael Watkins....
Audio available
The CEO’s post-pandemic survival guide: ESG targets take center stage
CEO turnover is rising after a COVID lull as boards place corporate culture and social responsibility at the heart of performance criteria, equal to shareholder value creation....
- Audio available
We need to move fast to build a ‘nature positive’ economy
September 20, 2021 • by Eva Zabey in Purpose • 7 min read
The destruction of natural ecosystems poses major risks for businesses and could wipe $10 trillion from the global economy. The time to act is running out....
When a doctor starts strategizing for the pharma industry
August 25, 2021 • by Thierry Fumeaux in Purpose • 5 min read
Having left his position as a hospital physician, Thierry Fumeaux is now involved in the strategic development of pharma start-ups, continuing to pursue his goal of helping patients, this time by contributing...
Bertrand Piccard
June 24, 2021 in Purpose • 1 min read • 
Podcast available
“Solar Impulse” explorer Bertrand Piccard on finding purpose. As an explorer, Bertrand Piccard has always had a strong sense of purpose. But now he finds he has a gift for helping other...
Learn Brain Circuits
Join us for daily exercises focusing on issues from team building to developing an actionable sustainability plan to personal development. Go on - they only take five minutes.
Explore Leadership
What makes a great leader? Do you need charisma? How do you inspire your team? Our experts offer actionable insights through first-person narratives, behind-the-scenes interviews and The Help Desk.
Join Membership
Log in here to join in the conversation with the I by IMD community. Your subscription grants you access to the quarterly magazine plus daily articles, videos, podcasts and learning exercises.