Purpose-driven B2B Branding

Studies consistently show that companies with a clear, deeply ingrained purpose outperform their competitors on key economic metrics such as revenue growth, profitability, and long-term resilience. Purpose is not limited to B2C businesses - it is equally crucial for B2B success. In fact, B2B brands that score highly on the Purpose Index™ often surpass their peers across multiple business performance indicators.

While global companies - especially in Western regions - are increasingly integrating corporate social responsibility (CSR) and purpose-driven initiatives into their brand strategies, focusing on sustainability, ethics, and social impact, businesses in fast-growing Asian economies have traditionally prioritized economic growth and competitiveness. However, this is changing. A growing number of Asian companies are now adopting purpose-driven strategies, recognizing the growing importance of sustainability and social responsibility in response to rising consumer expectations and evolving regulatory demands.

Join Martin Deinoff​, Partner and Senior Advisor at SwedCham member Lynxeye​, a consultancy specialising in corporate purpose, for a session on how B2B businesses can integrate purpose into their operations. Martin will provide actionable insights on creating a strong value proposition for various stakeholders.

Martin will draw on recent work Lynxeye has done with Sandvik​, a Swedish multinational with over 40,000 employees worldwide, specialising in high-tech engineering solutions for the manufacturing, mining, and infrastructure sectors. After a series of strategic divestments and acquisitions, Sandvik​ experienced a disconnect between its refreshed self-image and how it was perceived by key stakeholders, including shareholders and potential talent. Lynxeye collaborated with Sandvik to define three core brand foundations - proactive partnerships, forward-thinking solutions, and sustainable progress - areas where the company needed to excel to ensure its purpose resonated authentically across all audiences.

Martin will also share insights from Lynxeye's latest Purpose Index™ report​, published in 2024. Having measured the impact of purpose since 2015, Lynxeye's most recent study analysed data from nearly 17,000 respondents and 1,000 observation pairs, revealing a compelling correlation between purpose and business success.

Agenda:

• 8:15-8:30 am: Registration with coffee/tea and light refreshments
• 8:30-9:30 am: Presentation by​​​​​ Martin Deinoff​, Partner and Senior advisor at Lynxeye​
• 9:30-10 am: Q&A