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Even before the COVID-19 pandemic impacted business and society, the environmental, social and governance (ESG) movement was gaining steam. But now more than ever, organisations and institutions are being held accountable for their impact on their people, society and the environment, with purpose being more than just lip service. Measuring, reporting and achieving ESG goals is no easy task and the risk is that businesses are paralysed by the complexity. But in a world of scarce skills where talent has a choice, companies who focus solely on generating financial value at the expense of caring for their employees or exhibiting a societal purpose will soon see their best people go elsewhere.