Promoting connections to grow progress
Edenred wanted to generate excellence across their business by strengthening their already powerful strategy and CSR approach with purpose
Since 1962, Edenred has provided targeted payments associated with employee benefits – like meal vouchers, fuel cards, and gift certificates. The organization serves 60 million employee users, 1 million corporate clients, and 2 million partner merchants in 45 countries. Though they were already making a positive impact, the organization engaged BCG BrightHouse to help articulate a purpose that would enable them to deliver more impact.
participation rate in online survey
conversations with 20-person representative groups
focus groups of around 15 employees each from all geographies and BUs
Our research showed that Edenred nurtures networks to create meaningful matches in society
Edenred highlighted their goal of harnessing networks to improve people’s daily lives
Further insights and findings framed the pillars that inform and support Edenred’s purpose
Hand in hand with the Edenred teams, we crafted four purpose principles that describe Edenred at its best. These organization-wide values are meant to guide decision making and shape behaviors across culture, strategy, and brand. Accompanying mini narratives explain the way the company lives each principle.
Edenred’s purpose encouraged action and charged excitement for their future
We articulated Edenred’s purpose statement: Enrich connections. For good. To accompany the statement, we wrote a purpose narrative — a story that brings context and meaning to the purpose line while connecting the organization’s past to its future. We also aligned Edenred’s existing CSR strategy to purpose by identifying three bold commitments they could take to ground their Purpose in the real world.
The organization won an award for using their purpose to deliver on economic, social, and environmental needs
At the second edition of the “Trophées de la raison d’être,” organized by The Why Project, Edenred received the 2022 Purpose Trophy for their progress in using purpose.
Our purpose is a reflection of what brings us together and drives us forward: strong values, an ambitious strategy, virtuous relationships with our stakeholders, and a commitment to CSR embedded in our DNA. We make sure that it guides us in all our endeavors.Bertrand Dumazy
Chairman and CEO of the Edenred Group