The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

In the fast-paced and competitive landscape of the Asia Pacific region, businesses are increasingly recognizing the significance of purpose, vision, and mission statements. These elements are vital components of an organization’s strategic framework, defining its identity, aspirations, and objectives. Each statement serves a unique role, contributing to a comprehensive approach that guides a company’s growth and impact. In this article, we will explore the differences between purpose, vision, and mission statements, using Asia Pacific examples, and delve into the statistics showcasing the return on investment (ROI) of purpose-driven strategies.

**1. Purpose: The Core Essence of Existence**

At the heart of every organization lies its purpose statement. It articulates the fundamental reason for its existence and the broader societal impact it aims to achieve. Purpose goes beyond profit motives, delving into the deeper meaning behind an organization’s activities. It answers the question, “Why do we exist?”

**Example: Natura &Co (Asia Pacific)**

**Purpose**: Natura &Co, a beauty and cosmetics conglomerate operating across the Asia Pacific, has a purpose-driven approach. Their purpose is to create a positive impact on the world by fostering relationships between people and nature, while also offering high-quality and sustainable products.

**ROI of Purpose**: According to a report by Cone Communications, 89% of consumers in the Asia Pacific region are more likely to support brands with a purpose that aligns with their values. This aligns with Natura &Co’s commitment to sustainability and ethical business practices, attracting environmentally-conscious customers and fostering brand loyalty.

**2. Vision: Aspirations for the Future**

A vision statement embodies an organization’s long-term aspirations and ultimate goals. It provides a compelling and inspirational picture of what the company aims to become over time. It answers the question, “What do we want to become?”

**Example: Alibaba Group (Asia Pacific)**

**Vision**: Alibaba Group, a multinational technology conglomerate based in Asia, has a vision to build the future infrastructure of commerce. They envision a digital ecosystem that fosters global trade and empowers businesses and consumers alike.

**ROI of Vision**: Alibaba’s visionary approach has contributed to significant growth in the Asia Pacific market. As of 2021, Alibaba held a dominant share in the e-commerce market across the region, with millions of active users and a vast network of merchants. The company’s vision of transforming the way businesses operate and consumers shop has propelled its success in the digital commerce space.

**3. Mission: Focused Actions and Beneficiaries**

A mission statement outlines the core activities of an organization and identifies its target audience or beneficiaries. It provides a clear focus on what the organization does and why it exists. It answers the question, “What do we do and for whom?”

**Example: AIA Group (Asia Pacific)**

**Mission**: AIA Group, a leading insurance and financial services organization in Asia, has a mission to help people live healthier, longer, and better lives. They focus on providing innovative insurance solutions and financial services to their customers.

**ROI of Mission**: AIA Group’s mission-driven approach has resonated with customers in the Asia Pacific region. The company reported strong financial performance in recent years, with a substantial increase in the number of policies sold and a significant rise in net income. By catering to their customers’ needs and well-being, AIA Group has achieved both financial success and a positive social impact.

**The ROI of Purpose-Driven Strategies in Asia Pacific**

Embracing purpose-driven strategies can yield impressive returns on investment for businesses in the Asia Pacific region. According to a study by EY Beacon Institute, purpose-led companies outperformed their peers in terms of revenue growth and employee satisfaction by a significant margin. Purpose-driven organizations experienced 10.3% growth compared to 4.1% growth for their non-purpose-driven counterparts in the Asia Pacific region.

The statistics showcase the tangible benefits of integrating purpose into an organization’s strategy. Purpose-driven companies often enjoy enhanced brand reputation, increased customer loyalty, and a more engaged and motivated workforce. These outcomes translate to sustainable growth and long-term success in the dynamic and diverse markets of Asia Pacific.

**Conclusion**

Purpose, vision, and mission statements form the foundation of an organization’s strategic framework. In the Asia Pacific region, businesses that embrace purpose-driven strategies have proven to be more successful, both financially and socially. Purpose not only fosters meaningful connections with customers but also inspires employees and aligns stakeholders around a shared vision. With the ROI of purpose-driven strategies becoming increasingly evident, businesses in the Asia Pacific region are embracing these elements to build a brighter and more sustainable future for themselves and the communities they serve.