JAZA: Purpose-driven firms better equipped to navigate disruptions

A well-defined purpose that goes beyond profits is the key for businesses to thrive amid global disruptions.

- By LOUELLA DESIDERIO

This was the message of Ayala Corp. chairman Jaime Augusto Zobel de Ayala at the Asian Institute of Management’s Asian Forum on Enterprise for Society 2025 held Wednesday.

The forum focused on how businesses can navigate disruptions for a resilient future.

“When enterprises pursue a purpose beyond mere short-term profits, that is when they can most effectively navigate disruptions and possibly contribute to the most of the greater good,” Zobel said.

He said enterprises should take time to clarify their purpose, role in their communities and the goals that they want to achieve.

Earlier this year, the Ayala Group launched the results of its purpose refresh, which involved senior leaders and executives at its formulation phase and now requires the continuous engagement of all the group’s employees.

“Through this process, we established that the purpose of Ayala is to build businesses that enable people to thrive,” Zobel said.

This purpose serves as the Ayala Group’s North Star for strategies being implemented and opportunities being pursued.