In the global business sustainability landscape, Purpose has become the core focus of the future. No longer limited to Vision, Mission, and Values, companies are now reflecting on their fundamental reason for existence, using this as a driver for sustainability and social impact.
This shift is not just a semantic upgrade but a transformational change in how SMEs approach business—moving from “small love” (limited impact) to “great love” (deep societal value). The following breakdown simplifies these concepts to help business owners and the general public understand their roles in sustainable business operations.
Vision : The Power of Dreams in Business
Since the 1950s–1970s, vision represents a company’s aspirational future at its founding stage. Like a blank canvas, it sketches out the company’s future blueprint—sometimes ambitious and seemingly unattainable. However, vision plays a crucial role in rallying the founding team and setting a strategic direction.
Example:
“We want to become the largest company in the world.”
Mission : The Driving Force for Employees
As businesses grow, the challenge shifts from imagining the future to turning vision into reality. By the 1960s–1970s, the concept of mission emerged, focusing on answering:
“What are we striving for every day?”
The mission serves as an internal motivation that aligns employees toward a common goal in their daily operations.
Example:
“We aim to create the best products in the world.”
Values : Establishing Corporate Culture & Influence
Between 1980–1990, as consumer expectations for corporate social responsibility (CSR) increased, businesses began shaping their values to solidify both internal culture and external influence. These values define a company’s ethical principles and operational philosophy, influencing employee loyalty and customer trust.
Example:
Honesty, respect for business partners, and customer service excellence.
Purpose : The Core of Business Sustainability
Since the 2000s, the concept of corporate purpose has gained traction. Purpose goes beyond profitability to focus on a company’s deeper social and environmental impact. By asking two fundamental questions:
“What are we fighting for?”
“Who are we fighting for?”
Companies can define their core reason for existence, creating a self-actualization effect that motivates employees and drives sustainability.
Mission vs. Purpose: Can You Tell the Difference?
Among the four concepts above, mission and purpose are often confused. Below is a clearer analogy to help businesses move beyond mission and elevate their thinking to the level of purpose—finding what they fight for and who they fight for.
Corporate Case Studies
Garmin
Mission: Create high-quality products to serve customer needs.
Vision: Become the market leader in multiple sectors by delivering top quality and value.
Values: Honesty, respect for partners, and keeping service commitments.
Patagonia
Purpose: Empowering employees and customers to protect the planet while promoting work-life balance. Unlike other outdoor companies that simply encourage people to spend more time outside, Patagonia’s purpose is deeply rooted in environmental sustainability.
Since 2022, Patagonia has officially communicated its sustainability efforts under the framework of “Purpose” rather than just “Mission.”
Conclusion: Purpose is the Soul of a Business
From Vision to Mission to Values, businesses establish their existence, growth, and internal culture. However, Purpose is what allows a company to transcend itself and connect with society.
Much like Maslow’s hierarchy of needs, once a company secures its foundation—employee well-being, profitability, and stable operations—the next level is self-actualization: defining its higher purpose to inspire employee commitment and social impact.
In today’s global sustainability movement, corporate purpose is not just a strategic guide but a key driver of social impact. Companies with a clear purpose attract top talent, build emotional connections with consumers, and successfully balance sustainability with business growth.
By finding their true purpose, businesses discover a sustainable business model that benefits both society and commerce.
