Lana McGilvray of Purpose Worldwide Offers Insights on How Purpose Drives Measurable Growth…

Lana McGilvray is the Co-Founder and CEO Of Purpose Worldwide, a communications consultancy that specializes in helping clients define and connect purpose to growth. In an era of accountability, particularly in marketing, even the most noble missions must be associated with economic outcomes.

Given her broad experience with brands, associations, nonprofits, and tech companies, Lana discusses the biggest challenges in pursuing a committed purpose agenda. She also offers insights on how notions of purpose can evolve to reflect societal issues. 

Without question, Lana McGilvray is earnest about the role of purpose. She emphasizes, “The truest expression of purpose, from my perspective, is a passion for a multi-stakeholder model that considers the welfare of employees, vendors and the planet . I’m gratified to observe that this definition of purpose has been accelerating to help stop the spread of hate speech, unsubstantiated facts and misinformation, as well as addressing racial injustice and other unfair policies or practices.”

PURPOSEFUL OR PURPOSE-WASHING

“An organization’s mission is an empty one if it doesn’t prioritize all stakeholders in its purpose,” says McGilvray. “Providing jobs with benefits, concerns with employees’ emotional well-being, and pursuing an energy-neutral or waste-neutral sustainability program that extends throughout the supply chain are all examples of purpose-driven missions.”

Yet, she admits that many companies fail on these points.

Ever the realist, she adds, “Like much in life, the path to purpose is a journey. There is a return on purpose (ROP), but it begins when purpose becomes core to a company’s culture and ethos.”

Lana McGilvray offers some considerations for making the purpose journey easier:

While she states unequivocally that “purpose-washing” is unacceptable, expressing and acting on aspirations until they become a process is admirable. “If you want to be more inclusive, for example, make the commitment and act on it— don’t just talk about it.”

She also emphasizes that if an organization is not the first in its category to pursue purpose, then take pride in being a fast follower.  “Developing a brand’s purpose isn’t a race against competitors; it’s valuable no matter when you turn it on. Purpose-driven companies routinely outperform others. Don’t let not being the first to develop a purpose in your industry keep you from making one at all.”

“I’ve also found that most purposeful leaders love to share their purpose-driven secrets,” says McGilvray. “Don’t be afraid to ask or share with others.”

 In our conversation, we discuss the following:

• Your company, Purpose Worldwide, states, “Our purpose is to help clients define and connect purpose to growth.” Would you discuss what “growth” means… and how long it can take for growth to be noticeable?

• Let’s talk about what purpose means during continual crises… be it economic, global geopolitical events, or polarizing local protests… I don’t mean to start with something challenging, but I have found through our research that marketers find it more difficult to express messages of purpose in these times…

• Given your experience with many brands, associations, nonprofits, and tech companies, what are the biggest challenges in pursuing a committed purpose agenda?

• Do you think it is more difficult now to communicate one’s purpose effectively?

• How do you ensure purpose is part of an organization’s DNA?

• Have marketers gone too far in pursuing purpose or not far enough? 

• Or does it take much more work to get it right? I recall that you talked about your clients being “bold brands.” Is that what it takes?

• Just as movements change, do notions of purpose evolve to reflect societal issues? Or are there core elements of purpose that are unchanging?

• What are the most significant topics that fall under the umbrella of “purpose” for your clients?

• You work with many nonprofits. Tell us how their vision of purpose may differ from other consumer-driven brands. Or perhaps it is more similar than different…

• Given your vast experience and commitment, what do you think is next in the world of purpose?

Lana McGilvray emphasizes, “Once you determine how purposeful your organization truly is and then take more steps to exist with purpose, you will be well on your way to joining so many others in leading an era that will drive benefits far beyond profit to your employees and customers and your culture.”

She adds, “Purpose Worldwide was born as a purpose and accountable growth engine for clients. So, we take this very seriously and deliver a wide array of reporting, ranging from real-time competitive and share-of-voice reporting to much deeper quarterly and annual reporting. We also look to discover those key metrics that are the most important for any given client. These days the relationship between content reach, marketing qualified leads and sales-qualified leads is a view we are helping many clients examine and take action on.”

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Lana McGilvray is the co-founder and CEO of Purpose Worldwide, a brand strategy and communications consultancy that specializes in helping clients drive their purpose and growth as they pioneer a better world for all. In 2020, PR News recognized Lana as one of the Top Women in PR. In addition to helping the world’s top businesses and not-for-profits carve out their positions in the market and drive their awareness and growth, she is also an advisor to The CMO Club, BRIDGE, the global marketing industry’s first DEI organization, and Civics Unplugged.

She began her career as a public television writer in 1995, before serving in a variety of roles at Columbia University’s Graduate School of Business, McCann-Erickson Worldwide, G-51 Capital and several digital technology companies she helped lead until they went public or were acquired. From 2006 – 2019, she held roles leading sales and marketing for companies led by Capital Factory founder Joshua Beer and Blast PR, a leading agency that, under her leadership, introduced the world to The Trade Desk, S4 Capital and other global disruptors.

Lana McGilvray immigrated to the US in 1976, studied and worked for civil rights leader and legend Dr. Everett Parker at Fordham University’s Graduate School of Public Communications.