PURPOSE & PROFIT 2.0 After the Backlash, What Remains ?

We are delighted to invite you to the fourth edition of the HEC S&O Purpose Day, hosted by the HEC Paris S&O Institute Purpose Center in partnership with the Oxford University Centre for Corporate Reputation and POLIMI Graduate School of Management. The event will take place on April 7, 2026, at Maison Internationale, Cité universitaire de Paris.

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In a world of accelerating geoeconomic change, is the alignment between purpose and profit becoming stronger or more fragile? In our first three editions, we showed that purpose alone does not guarantee performance. As a new economic order emerges, purpose-based firms may gain a decisive edge or confront new trade-offs. Join us for the fourth Purpose Day to make up your own mind.

This year's Purpose Day will bring together researchers, practitioners, and industry experts for an afternoon of discussions, workshops, and debates.

Inspiring Voices

• Christopher Guerin, Senior Advisor at Oliver Wyman
• Pascal Jauffret, CEO, Forvis Mazars Group.

In conversation with Rodolphe Durand

With Marya Besharov, Professor of Organisations and Impact, Saïd Business School, University of Oxford and Colin Mayer, Emeritus Professor of Management Studies, Saïd Business School,   University of Oxford.

• Moderated by Rodolphe Durand, HEC Paris- Joly Family Professor of Purposeful Leadership- Director: Purpose Center - Founder: S&O Institute.

Oxford Union Debate - Motion:

"This house believes that purpose will only become strategically relevant for organisations if it becomes legally enforceable"

Arguing for the motion

With Aline Gatignon, Associate Professor of Strategy, HEC Paris; Julia Emtseva, Assistant Professor of Law, HEC Paris and Kai Rolker ,Head of Communications, Clariant.

Arguing against the motion

With Albena Björck, Senior Lecturer & Researcher, ZHAW School of Management & Law; Alex Rustler, Postdoctoral Research Centre, Oxford University Centre for Corporate Reputation and Tim Kuhrcke, Regional Lead for Europe, Middle East, Africa & South America at BCG BrightHouse.

• Moderated by Rupert Younger, Director, Oxford University Centre for Corporate Reputation.

TENTATIVE AGENDA

• 1:30 – 2:00 p.m. – Welcome Coffee
• 2:00 – 2:20 p.m.–  Opening Remarks by  Rodolphe Durand & Rupert Younger
• 2:20 – 3:00 p.m. – Rodolphe Durand in Conversation with Marya Besharov and Colin Mayer
• 3:00 – 3:30 p.m. – Research Grazing* & Networking Break
• 3:30 – 4:00 p.m. – Christopher Guerin
• 4:00 – 4:30 p.m. – Resonating Purpose - Testimonials from International Leaders
• 4:30 – 5:00 p.m. – Research Grazing* & Networking Break
• 5:00 – 5:45 p.m. – Oxford Union Debate led by Rupert Younger – “This house believes that purpose will only become strategically relevant for organizations if it becomes legally enforceable”
• 5:45 – 6:05 p.m. – Academic keynote by Sir Tim Besley (TBC)
• 6:05 – 6:30 p.m. – Research Grazing* & Networking Break
• 6:30 – 7:15 p.m. – Fireside Chat with Pascal Jauffret
• 7:15 – 8 :00 p.m. – Conclusion &  Cocktail

*With a lineup of researchers  from HEC Paris, Oxford University, Saïd Business School, and POLIMI Graduate School of Management.

Take a look at the previous editions

­The event is co-chaired by Rodolphe Durand, the Founder the S&O Institute & and the Academic director of the Purpose Center and Rupert Younger, the Founder and Director of the Oxford University Centre for Corporate Reputation, and Chair of the Enacting Purpose Initiative.

Our heartfelt thanks for the support of the Joly Family Chair in Purposeful Leadership and its many individual donors and the Forvis Mazars "Purposeful Governance" Chair.

S&O Purpose Center

Hotels near the venue

Please refer to the enclosed separated document: 

For more information about the event, please contact Iiris Sacchet: sacchet@hec.fr