I really value companies with a purpose. It lights me up. It makes me feel a sense of relief after the falling into despair that commercialism might be ruining our planet. Actually, it turns out, there exist many companies whose leaders display a very high ethic and want to be beacons of positive change -- from chocolate brands to cosmetics and clean beauty creators... to coffee and tea, to herbal and aromatherapy, to organic food and beverage.

The Corporate Purpose Myth

Companies are inherently profit-driven, otherwise the endeavor is just a hobby. But profit doesn't need to be the only motivating factor. A purpose that shines within (for the team) or without (for customers) can be as much a motivating factor as making money and, I believe, should be a central pillar for businesses simply because they have secured wealth and influence and they should be responsible.

In digging around, I discovered that the Australian nonprofit Pro Purpose found that 65% of consumers believe a company’s primary purpose should include “making the world better.” Those of us with organic brands naturally understand this to be true.

Compare this to many business owners who would quickly say their primary purpose is to generate a profit (often at any cost), and we have a strong disconnect between sellers and buyers. Most people (72% of adults) believe that companies should be mission-driven and 74% of consumers believe companies can and should take action. This is a huge share of consumers who are LOOKING for brands that serve a greater purpose.

Can My Brand Support a Purpose?

What does taking action to be a mission-driven company look like? For one thing, any company of any size can be mission-driven -- you don't need to leave it for the big mega-companies. And there are many missions you can steward and make your own.

For example, your actions toward “doing good” can be focused on the environmental—such as committing dollars and hours directly to farm, forest, ocean, and/or waste reduction activities. They can also be social—such as implementing policies and systems that promote diversity, equity, fair hiring, and fair trade.

Many companies are women-owned or minority-owned, and customers are increasingly seeking to purchase products and services from businesses that not only value women and minorities but that reflect the consumers’ own experience, which is often diverse. 

Another way is to partner with strongly ethical and aligned vendors.

One company that serves as an example of this is Here We Flo, a period-care company that operates both in the UK and the US. Not only is Here We Flo Vegetarian Society Approved and Cruelty Free, they went an extra step to ensure their rubber ingredients were produced ethically (they produce condoms). The company is a founding member of the Regenerative Rubber Initiative; their website states that this means they use Fair Agroforestry Latex and cooperate directly with smallholders who earn fair wages and practice biodiverse, sustainable farming of rubber trees.

Are My Vendors & Suppliers Ethical?

Your vendors are an incredibly important business partner that, unfortunately, many companies prefer to hide or simply ignore, allowing vendors and suppliers to "do their thing" without insisting that they follow your same standards.

Take animal welfare: a company can state loudly that its finished products are not tested on animals, meanwhile its individual ingredients have been tested. I’m always hyper-alert to the wording on labels that attest to animal welfare, and finding a statement about “finished product” does nothing to allay my concerns about ingredients in the pipeline. Consumers are not so easily fooled and most recognize the sly language used to cover up a vendor’s unsustainable activities.

All of this is to say that consumers want more accountability from their product and service providers, and companies that intentionally go out of their way to produce ethically-made products tend to win the market. Purpose-driven companies grow 3 times faster than their competitors, and customers are 4 to 6 times more likely to purchase from, protect, and champion purpose-driven companies. This means you must be careful to choose vendors and suppliers that match your standards.

Gen X and the Millennial generation are well-known advocates for honesty and integrity in the corporate realm, with more than three-quarters encouraging their peers to buy from such companies. This word-of-mouth loyalty is key to a company’s ability to weather storms and remain in business for years to come. 

Strategy Consulting

I am a powerful coach for natural and organic brands, including herbal and aromatherapy, clean beauty and cosmetics, chocolate, tea and coffee, and organic food and beverage. My online courses Holistic Business Masterclass and The Aligned CEO teach the impact of core values and commitments, how to be the most visible brand, and how to define and leverage your worth as a brand boss.  

In our customized 1:1 coaching sessions, I walk you through vital business processes and help you strategize and grow. Check out my coaching packages and online business courses below.