The Purpose Lab


A well-defined purpose can help guide the company’s decision-making and align its activities with its values, vision, and goals.


We can help you measure, define and co-create a living purpose for your organisationWe do this through extensive research and partnering with Relativ Impact, a global company serving purpose-driven organizations on their journeys to achieve significant environmental and social impact.


Purpose Lab in association with RELATIV IMPACT and HUMAN RESOURSES MAGAZINE launch the first scientific framework that measures companies’ Purpose level when activated on 3 different dimensions organizational, role and responsibilities and personal. A powerful tool for benchmarks and a first step towards a journey on Purpose. This is the largest study in Portugal measuring perceptions of employees and how they perceive and rate the Purpose of the companies they work for, based on more than 5,000+ individuals and +100 companies.


Transforming Organizations through Purpose Measurement and Developmen

The purpose of a company is its reason for existence beyond just making profits. It describes the impact that the company wants to have on the world and the value it seeks to create for its stakeholders, including employees, customers, shareholders, and the community at large. A well-defined purpose can help guide the company’s decision-making and align its activities with its values, vision, and goals.

A company’s purpose can vary depending on its industry, size, and culture.

Some companies may prioritize social or environmental impact, while others may focus on innovation or customer satisfaction. Ultimately, a company’s purpose should reflect its core values and define the contribution it seeks to make to society. By pursuing a clear and compelling purpose, a company can create a sense of meaning and direction for its employees, build trust with its customers, and generate sustainable long-term growth.


Improving your company’s purpose can be a multi-step process that involves assessing your current purpose, clarifying your values and vision, and aligning your activities with your desired impact. Here are some steps you can take to improve your company’s purpose:

  • Define your current purpose: Start by examining your company’s mission statement, values, and goals. Ask yourself whether they reflect your company’s core beliefs and aspirations. Identify gaps between your current purpose and your desired purpose.
  • Clarify your values and vision: Identify your company’s core values and vision. These are the guiding principles that define your company’s identity and direction. Clarifying your values and vision will help you articulate your desired impact and create a clear roadmap for achieving it.
  • Engage stakeholders: Engage your employees, customers, and other stakeholders in the purpose development process. Ask for feedback on your company’s current purpose and share your vision for the future. Encourage participation and collaboration to build a sense of ownership and commitment to the purpose.
  • Align activities with purpose: Review your company’s activities and practices to ensure they align with your desired purpose. Identify areas where you can improve your impact, such as sustainability practices, community engagement, or employee development programs. Consider implementing metrics to track progress and measure the impact of your actions.

Communicate your purpose:
Communicate your purpose to all stakeholders through various channels, such as your website, social media, or internal communication channels. Use storytelling techniques to create a compelling narrative around your purpose and its impact. Celebrate your successes and acknowledge your challenges to build a culture of purpose and accountability.

Remember, improving your company’s purpose is an ongoing process that requires continuous reflection and adaptation. By prioritizing purpose, you can create a meaningful and impactful organization that attracts top talent, fosters customer loyalty, and generates sustainable growth.