What do we really mean by ‘purposeful’ business?

A recent article on Marketing Week reported the death of the ‘failed strategy’ of CSR. It argued that a new era of social purpose was emerging, with brands developing growth strategies geared towards a genuinely positive impact on society.
Whilst informative, the piece was confusing for marketing practitioners, as the examples given spanned a range of very different activities. Sustainability reports, strategic CSR and even marketing campaigns were all bundled together claiming to b