Giving Compass' Take:

• Afdhel Aziz interviews Greg Propper, President of Propper Daley and Amy Randall, co-head of the Social Impact Practice, to understand their approach to social impact problem-solving. 

• What are the connections between a company having a purpose and achieving lasting social good?

• Read about why consumers choose to work at purpose-driven companies. 

Propper Daley is one of the most innovative social impact agencies in the world, with an eclectic client list that includes some of the worlds leading changemakers: from major corporations like Disney, Activision and Viacom, to nonprofits like the Clinton Foundation and the U.S. Chamber of Commerce Foundation, and individual philanthropists like musician and social justice activist John Legend and Stephanie McMahon of WWE fame.

I sat down for a stimulating conversation with Greg Propper, President of Propper Daley and Amy Randall, Co-Head of the Social Impact Practice and EVP, Marketing and Communications about their unique approach to problem-solving, the power of pop culture in social impact, and their upcoming "Day of Unreasonable Conversation."

At the heart of Propper Daley's approach is their three-phase framework for change. It's based on the insight that every social issue has to go through three phases: awareness (where the topic enters the public consciousness), attitude shift (where public opinion shifts in favor of it), and behavior shift (where peoples actual behavior changes to support it).

I think as we move into this new permissionless society, then you have to operate in a totally different way. Impact actually means that young consumers are looking at whether a brand is an environmental polluter; whether they have a diverse work staff whom they pay them well and equally? They're asking what a brand's values are. And all of those things now start to coalesce around a different world of impact that they have to live in because they're getting asked those questions by consumers and they're making purchasing decisions based on what they find."

They're asking what a brand's values are. And all of those things now start to coalesce around a different world of impact that they have to live in because they're getting asked those questions by consumers and they're making purchasing decisions based on what they find."

This approach allows Propper Daley to come up with out-of-the-box solutions to tackle social issues.

Read the full article about how purpose makes an impact by Afdhel Aziz at Forbes