This paper examines how family businesses leverage corporate purpose as a unifying goal to address complex societal challenges, focusing on two Catalonian winemaking families, Torres and Raventós, under the challenge of climate change. Based on a historical analysis spanning the last 25 years, the study shows that a broader societal purpose fosters continuity in family ownership, revitalizes the business, and reinforces its family firm identity. Conversely, the absence of such purpose can lead to disunion, as seen in the sale of Codorníu by the Raventós family to an investment group. However, a branch of the family renewed its purpose, aligning with regenerative viticulture and restoring its family business identity. These findings support corporate purpose as a unifying framework with direct implications for family ownership and identity. The study provides actionable insights, emphasizing the need for family businesses to align purpose with societal needs and positioning purpose as essential to continuity and ownership.
