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Purpose Statement Development to Support ESG Strategy

Case Study: UK Workplace Design & Build SME

Client: Oktra Ltd 
Industry: Workplace Design and Build
Project Length: 7 Months 
Location: United Kingdom
Services Provided: Purpose discovery, stakeholder engagement, ESG foundation development
Outcome: A clearly defined Purpose Statement aligned with Oktra’s ESG strategy and long-term vision
Client Background

Oktra is a leading UK workplace Design & Build company with over 30 years of experience delivering spaces that support people and performance. As the business marked its 30th anniversary, Oktra took the opportunity to reflect on its evolution and define a clearer sense of purpose to guide its future direction.

This reflection coincided with the development of Oktra’s Environmental, Social, and Governance (ESG) strategy, highlighting the need for a clearly articulated Purpose Statement to underpin decision-making, culture, and impact.

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The Challenge​

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As Oktra initiated the development of its Environmental, Social, and Governance (ESG) strategy, it became evident that a clearly defined and unified Purpose Statement was essential to underpin and drive the strategy’s success.

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The organisation needed to:

  • Clearly articulate its “why” beyond commercial success

  • Ensure the Purpose Statement reflected lived experience, not executive assumptions

  • Engage employees at all levels of the organisation

  • Align purpose with long-term sustainability and ESG ambitions

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Two guiding principles were established from the outset:

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  • The process must involve participation from all levels of the organisation.

  • The Purpose Statement was not to be invented but to be discovered.​​​

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Our Approach

 

Over a seven-month discovery process, AORA supported Oktra and collaborated with a committee comprising the Head of Marketing, the Group Design Operations Director, the Senior SEO & Content Manager, and one of Oktra’s Creative Directors to define its Purpose Statement.

 

1. Understanding Purpose

 

We began by exploring the concept of organisational purpose with the business, focusing on:

  • What purpose means in practice

  • How purpose-driven organisations operate

  • The role of purpose in shaping culture, decisions, and long-term impact

This created a shared understanding of why purpose matters as a strategic foundation

 

2. The Organisation Employee Survey

 

In collaboration with the Marketing team, AORA designed a survey with the following objectives:

  • Engage all employees and make them part of the journey.

  • Identify candidates for the next stages of the process.

  • Gain initial insights into how employees perceive the company and its impact.

 

Following the survey rollout, AORA analysed over 800 responses from 182 participants, which we synthesised into core themes across two dimensions: 

 

  • Core Values and Ways of working (How Oktra operates).

  • Impact and Outcomes (What Oktra does and why it exists).

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3. The Purpose Discovery Workshop

 

Using the survey insights, we designed and facilitated a structured workshop to support the final stage of discovery. The workshop focused on:

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  • Contextualising the need for a Purpose Statement

  • Presenting key insights from employee data

  • Defining a clear structure for the statement

  • Drafting purpose language grounded in real stories and lived experience

This ensured the Purpose Statement was authentic, credible, and owned by the organisation.

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 4. Final Purpose Statement

 

Three refined Purpose Statements were presented to Oktra’s executive leadership team. Following review and discussion, the final statement was selected:

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“Shaping places that connect people and inspire our every day”

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As of September 2025, Oktra began rolling out the new Purpose Statement internally and externally as a foundational element of its ESG strategy and brand positioning.​​​​​​​​​​​

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The Outcome

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Through this process, Oktra achieved:

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  • A clearly articulated and authentic Purpose Statement

  • Strong employee engagement and ownership

  • A purpose-led foundation to support ESG strategy development

  • Alignment between culture, strategy, and long-term sustainability goals

The Purpose Statement now acts as a guiding reference for decision-making, impact, and organisational direction.

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Services Delivered

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  • Purpose discovery and facilitation

  • Stakeholder and employee engagement

  • Survey design and analysis

  • ESG strategy foundation development​​

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