How to avoid 'Purpose Wash' in a Purposeful World

How to avoid purpose wash in a Purposeful World

How to avoid 'purpose wash' in a Purposeful World

Every day we are seeing ever increasing challenges (e.g. growing levels of social breakdown, health challenges, financial challenges, environmental challenges) ... and for the world to survive & thrive in the future a new era of governance is emerging. Following its initial report 'Reforming Business for the 21st Century' the British Academy published 'Principles for Purposeful Business', and the British Standards Institution (BSI) also published guidance for the creation of Purpose Driven Organizations (PAS 808) too.

This is just the beginning and in the future Purposeful Organizations will emerge that are explicit & highly motivational in terms of purpose, focused upon wellbeing, people and planet. This will also be the case in Schools, Academies, Colleges & Universities (i.e. applying Purposeful Education), and within Purposeful Government and Purposeful Britain.

In a world where we already see widespread 'green wash' and 'social wash', we need to learn critical lessons and avoid 'purpose wash'. In a world/'system' where unprotected terms/phrases are in widespread use (e.g. "Purposeful Business", "Purpose Driven Organizations") it's not easy to stop 'purpose wash' ... i.e. even the worst polluters in the world could claim to be 'green', 'purpose-led' and 'purpose-driven organizations'.

To address this in the an effective way Intellectual Property Rights (IPR) is required from the outset. If this is done (e.g. as part of an integrated brand) then all IPR becomes protected under intellectual property law and can then be used effectively & collaboratively as a force for good i.e. 'purposeful use' by 'good actors' (no 'purpose wash').

If we collectively want to improve the existing 'system' this is key (and now complete):

e.g. Purposeful Organizations™

Purposeful Board™, Purposeful Executive™, Purposeful Director™, Purposeful Trustee™, Purposeful Investor™, Purposeful Partner™, Purposeful Auditor™, Purposeful Consultant™ and Purposeful Ambassador™, where boards, executives, directors and trustees are trained to identify & implement purposeful / ethical long-term solutions (e.g. to societal / planetary problems) and actions (ie policy / plans), for the benefit of all stakeholders (including future generations).

e.g. Purposeful Education™

Purposeful School™, Purposeful Academy™, Purposeful College™ and Purposeful University™, where Purposeful Principals™, Purposeful Headteachers™, Purposeful Trustees™, Purposeful Governors™, Purposeful Educators™, Purposeful Teachers™, Purposeful Coaches™, Purposeful Learners™ and Purposeful Students™ co-create Purposeful Learning™ and Purpose Powered Learning™ environments, focused on developing responsible citizenship, knowledge, wisdom, human skills, human flourishing and a thriving planet.

e.g. Purposeful Government™

Purposeful MP™, Purposeful Council™, Purposeful Governors™ and Purposeful Communities™, where trusted MP's and a trusted, Purpose Driven Government™, apply a wider/more holistic form of Purposeful Economics™ (e.g. GNH/Doughnut/Post AI/Regenerative Economics), collaborate as communities, unlock potential, and focus on the wellbeing of all individuals, society and the natural world (ie not just money, wealth & GDP growth).

There are always solutions and there is hope ... if we choose to be purposeful ... and have the right leadership ... and the above provides a necessary step towards a thriving, flourishing, Purposeful Britain™ and a Purposeful World™.