At FIG we believe that business should be seen as a force for good.
For us that means helping to bring about social equity and inclusiveness, improving health and wellbeing, reducing the environmental impacts, and promoting products that better our society.
Having a powerful purpose is not static.
It evolves and it flows over time.
Therefore, brands must constantly examine their beliefs and practices up and down the value chain and across the public domain. What makes it particularly relevant now is that the moral case for businesses to help fix the fault lines in society and the business case for doing so, are becoming more and more aligned.