Purpose is now mainstream: how Citi is leading the way

People around the globe are beginning to demand the purpose of business be broader than profit alone, calling on companies to proactively bake societal impact into corporate strategy. This need is particularly pronounced among Millennials and Generation Z, who are fast becoming the majority of employees and consumers. As Chief Innovation Officer at Citi and Head of Citi Ventures, Vanessa Colella understands the need for organizations to integrate profit and purpose and how technology can facilitate this transition. In a conversation with Penny Crosman, executive technology editor of American Banker, Colella will share insight around how this trend accelerated in 2020, how Citi works to address societal challenges, and what other companies can do to get on board.