Purpose framing as an informal governance approach to sustainability transformations in the private sector

Abstract

Today's sustainability challenges require significant transformative shifts in the private sector, particularly driven by new, potentially also more informal, forms of governance. A variety of sustainability-oriented intermediary organisations encourage and support businesses to become purpose-driven to address social and environmental sustainability issues beyond maximising profit. We conduct interviews with these intermediaries to theorise how and why the broad concept of purpose might be used as an informal means to steer and transform business-society relations. We find that by invoking notions of systemic goal alignment and individual goal alignment, the simultaneous use of two contrasting but complementary frames allows intermediaries to appeal to and potentially engage a variety of audiences in their efforts to changing businesses and the economic system. Our research contributes to literatures on how the framing of purpose in business is used as an informal governance approach for driving a sustainability transformation.

Keywords

• Purpose
• Sustainability
• Transformation
• Governance
• Framing