Purpose as a business concept has been building momentum in recent years and seems to have reached a tipping point. A survey by the British American Business of CEOs on the subject showed that purpose is now firmly established as the #1 factor in driving business growth with one in four CEOs (27%) saying they already have a company purpose, and another 59% saying they don’t have one but want to make one.

In this session, join Adweek and Vodafone’s Ebru Ozguc as she explores how the brand uses Purpose as a guiding beacon when it comes to navigating times of uncertainty, on finding and keeping the right talent, how to measure the effectiveness of having a purpose, and how to bridge the gap between defining a purpose and activating it.