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How companies are bridging the gap between profitability and purpose

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Today, consumers, investors and even employees are expecting more from the companies they support. It doesn’t take too much browsing on social media to read about brands that have gained widespread resentment for reading less. Nearly half of all consumers openly admit to slanting business. Even if those brands are profitable, they face a potentially devastating loss of reputation that could affect their bottom lines.

In other words, it’s a very new kind of environment. A whopping 62% of chief experienced officers told Deloitte that they were as focused on positive returns as on profit growth. Accordingly, some business leaders are working hard to bridge the gap between doing good and doing good. What they are finding is that through innovative thinking and problem solving, they can take a position without losing financial momentum.

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