Organizational purpose is the core reason for a company’s existence, integrating financial performance, operational excellence, environmental and social contributions, and inspiring experiences. Purpose-driven companies innovate faster, build stronger stakeholder relationships, and demonstrate resilience. However, implementing and maintaining purpose in multinational enterprises remains a challenge.

Clariant, a global leader in specialty chemicals, is in the advanced stages of a purpose-driven transformation. This study examines Clariant’s initiation, execution, challenges, governance mechanisms, and stakeholder interactions. The project presents a unique opportunity to analyze a purpose transformation in real-time. The findings contribute to academic discussions and provide a foundation for future strategies in multinational enterprises.