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Many business transformations are being driven by the desire to become “purpose-led” by committing to goals that extend beyond profits to provide meaning and a deeper connection with customers, colleagues,1 and wider stakeholders. But how can these businesses be confident that their leaders and employees “live” this purpose in their actions and behaviors—not just during normal business conditions but in the intense turbulence of the COVID-19 pandemic? The answer for NatWest Group (renamed from RBS Group in July 2020) is to imbue the culture of the business with purpose—and this is where the HR organization provides vital capability in the shape of cultural leadership and measurement.
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