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General Motors is moving humanity forward

Tony Cervone, SVP of Global Communications, discusses how GM uses purpose to navigate change and build culture.

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Zero Zero Zero: zero emissions, zero crashes and zero congestion. This profound goal is CEO Mary Barra’s approach to reinventing General Motors for today, tomorrow, and the next 100 years.

Few industries have evolved as rapidly (and sometimes turbulently) as the automotive industry. In its 100-year history, GM has faced challenges, both internal (faulty ignition switches) and external (the recession). Yet today, the company is thriving. That’s in large part to Barra’s commitment to evolve GM’s culture, influence purpose-driven behaviors, and phase out processes that don’t support the company’s evolution.

In this episode, Tony Cervone, SVP of Global Communications, shares how GM’s commitment to “moving humanity forward” acts as a north star for the company to chart a bold and innovative path forward for not just GM, but the automotive industry as a whole.

Listen for Tony’s insights on:

  • Using GM’s purpose and Zero Zero Zero commitment as filters for decision-making at all levels of the company.
  • Balancing a parent company’s purpose with its consumer-facing brands in an authentic way.
  • Shifting company culture by re-shaping company character and values, and equipping employees with the tools necessary to adopt them.

Resources + links
GM Corporate Website
GM 2017 Sustainability Report
GM Social Investment Page
GM’s Zero Zero Zero Ethos
Connect with Tony Cervone on LinkedIn
Cruise Self-Driving Cars
Detroit Children’s Fund

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Business is an unlikely hero: a force for good working to solve society's most pressing challenges, while boosting bottom line. This is social purpose at work. And it's a dynamic journey.

Purpose 360 is a masterclass in unlocking the potential of social purpose to ignite business and social impact. We illuminate the growing impacts of purpose, from engaging employees and fostering deeper consumer loyalty to inspiring product innovation and increasing market share.