The complexity of the business challenges of our time requires a profound rethinking of why to do business and, in this new context, it is essential to find and share a social-environmental purpose. A Purpose, that commits companies to make a difference by impacting on the world in a more determined and sustainable way. Acting responsibly, with coherent and concrete actions, has positive impacts on the community, the environment and people.

But what does it mean to be a purpose driven company and how do you tell consumers and the market, without falling into rhetoric?
To do this, you need a transformation path of the company and an effective storytelling ability, that allows you to create new areas of competitive advantage and long-term sustainability. Andrea Fontana, a pioneer of corporate storytelling in Italy, will guide participants in this new approach, with operational cues and concrete cases from which to draw inspiration.

In particular, the following areas will be addressed, crucial in the purpose driven path:

• the new era of "activist companies": consumers, stakeholders and markets increasingly purpose-oriented
• What is a business purpose and why have it?
• how to build a purpose: examples
• how to tell a purpose: the story of the leaders, the social story, the environmental story
• If you know him, avoid him!