B2B organizations should define why they are in business (their purpose) and activate this across the organization, perhaps even extending this purpose to deliver value to the people and planet beyond their offerings. B2B organizations are differentiated when they demonstrate a connection with customers, partners, suppliers, and employees through shared values. Environmental, social, and governance (ESG) initiatives that align with a company’s purpose connect employee experience, brand, buyer experience, and customer obsession. This report provides data on how an authentic purpose brings value to stakeholders, drives growth, and provides a competitive advantage.