PRWeek: Walking the Purpose Tightrope

Walking the Purpose Tightrope

During a crisis like COVID-19, when business sustainability and survival are at risk, how does an organisation balance its core values with the tough business decisions likely required to survive?

Rebecca Wilson, former Executive Vice President, Singapore & Australia, WE, PRWeek, 21 August 2020

Here's a quick story: The Cotton On Group, Australia's largest global retailer, has always put purpose and people first—its team, customers and supply partners. Experience in dealing with supply chain impacts in Asia at the earliest genesis of the COVID outbreak in China set it on a decision course anchored by its ethical framework; a framework that has guided its phenomenal success and globalisation was now the compass to business resilience.