Celebrating the AWAsia Best Purpose Practice 2022 Award: Is Purpose Really Useful?

Recently, the term "purpose" has become something of a buzzword. Every company's website seems to have some mention of purpose. However, simply stringing together nice words does not fulfill the true purpose. It is essential that everyone, from the top executives to every employee, genuinely "believes" in the purpose from the depths of their hearts. That is the true essence of purpose.

At Advertising Week Asia, we conducted a project called "AWA Best Purpose Practices 2022," in which the Advisory Council and students came together to learn, evaluate and share companies that champion and implement remarkable purposes (corporate values) that permeate their organizations internally and externally.

Through a final vote by 150 students, three companies were selected as the top three: Suntory Holdings, Recruit Holdings and Workman. In this session, we are honored to have three panelists who played a key role in implementing purpose within these award-winning companies. They will candidly discuss what is needed, the challenges faced, and the impact achieved in the process of purpose (corporate values) integration.


Learn more about the project at https://awasia-sc.com/bpp2022/.