www-greaterpurpose-inc-website-update

FROM THE HEART: Business as a Force for Good Isn't a Nice Concept. It's a Leadership Decision.

Tue, 14 Apr 2026 21:07:54 GMT

I'm sitting in a McDonald's drinking coffee, reflecting on the idea of business as a force for good. Is business inherently a negative force or a positive one? I can't decide, so like many tired coffee drinkers, I struggle to make a decision. I decide that it's neither. And the more that I think about it, the more I'm convinced that I'm right.

Business can do harm. There are too many examples to argue otherwise. Who can forget the story of Enron and how its fraudulent practices left everyone who touched it – employees, suppliers, shareholders and customers – wondering how it could do such harm to so many.

Business can also do good, as we've also seen. Think of Patagonia, a business that made a deliberate decision to become a force for good, not because it was required to, but because its leaders decided that was who they wanted to be. That choice didn't come from a board mandate or a shareholder resolution. It came from the top. And it changed everything about how that company showed up in the world.

The question for me is a fundamental one. What causes a business to head in one direction or another? And what causes a business to languish somewhere in the murky middle, neither good nor bad, committing acts that both benefit and harm society. What is the force that drives the actions of a business?

Businesses are, at their core, organizations. Large ones. Small ones. They come with structure — boards, C-suites, managers, line employees — and that structure grows more complex the bigger they get. But complexity isn't the point. The point is that every business, regardless of size or sector, is guided by leaders. And those leaders make decisions that determine its direction, its purpose, and how it shows up in the world.

It's not the shareholders. It's often not the employees (although many businesses give their employees a stake in decision-making, often a good sign). In the case of Enron, the vast majority of shareholders and employees had no idea what was going on until it was too late.

I have been in a leadership role in a large, public company and it's still my experience that most business decisions are myopic, rooted in self-interest and in the best interests of a small slice of stakeholders (generally senior executives and large shareholders). So how can this change? It starts at the top, when enlightened leaders recognize that their business exists to serve society, and that its own betterment is deeply tied into its commitment to becoming a force for good.

Where I struggle, and where most purpose advocates frankly struggle, is the convincing part. How do we convince a business leader who believes that a social purpose need not be at the core of business? A leader who is comfortable making decisions that provide short-term financial gain at the expense of its employees, suppliers and community. Is this business leopard capable of changing its spots?

In short, some are. But most likely, most are not. What we need is a new generation of values-based business leaders who understand that purpose drives profit, and does not undermine it. Leaders who understand that a healthy, just and robust society relies on its organizations and institutions (I'm obviously including government in this) to drive this forward.

Business as a force for good isn't just a nice concept. It is the foundation of a healthy society committed to positive outcomes for all who live within it.

FROM THE HEART: Why We Quit Our Best Tool

Thu, 19 Mar 2026 16:16:06 GMT

We've been using ChatGPT for over a year now. We built custom GPTs, invested hours training them, created workflows that made our small team more effective. When you're building a company with a big vision, that kind of leverage matters. The tool became our nth employee and was creating effortless ease throughout our days.

And then I read this article by my friend Rutger Bregman in The Guardian.

Rutger is a historian who has studied the major consumer boycotts of history. His piece made something clear that I couldn't ignore: our subscription fees were funding a company actively embedding itself in the Trump administration's infrastructure: funding MAGA Super PACs, lobbying against AI regulation, providing tools to ICE.

At the same time, Anthropic—the company behind Claude—refused the Pentagon's demand for unrestricted access to their AI for mass surveillance and autonomous weapons. It cost them $200 million (never mind the administration's retaliatory actions that followed), and my heart swelled seeing a company live its values with such commitment.

By the end of the article my next move was clear. I quit my account and brought it to the team at our Monday meeting. Looking back, I led with the wrong frame. I came in saying we need to switch to Claude instead of leading with the story of why. So there was initial hesitation. There's the sunk cost of all those custom GPTs we'd built, and not everyone loves change as much as my neurospicy brain does. But once I walked the team through what I'd read, once they understood what their subscription fees were actually funding, the decision was unanimous. Convenience didn't matter as much as living our values.

Rutger compared this moment to Rosa Parks refusing to give up her seat on that bus. A small act of conviction that became a movement. He explicitly invites readers to do the same: try an alternative, and tell at least one person why. We’ve moved over to Claude, and while there has been a learning curve, it's validated the decision we made.

In times of complexity, people are looking for an invitation to make an impact. And when you make that choice easy, people act. Over 1.2 million people have joined the boycott not because they were forced to, but because a clear purpose gave them permission and direction. That's the power of leading with purpose.

Warmly,

Claire, Chief Purpose Officer

From the Heart: Purpose isn't what you sell

Thu, 19 Feb 2026 15:35:04 GMT

I spend a lot of my time reflecting on the notion of social purpose.

I've worked for organizations of all shapes and sizes in both the charitable and the business sector. In the charitable sector, purpose is intrinsic to our work. In Canada, at least, an organization's objects must be distinctly charitable in order for it to receive and maintain charitable status. A charity's mission, vision and purpose are deeply tied to fostering a better world. Advancing food security, housing the unhoused, educating the young…all are distinctly tied to making our communities stronger and our world better. But for businesses, both large and small, purpose is nuanced and more complex. If social purpose is tied to the betterment of society, then what role is a business to play? Is business merely an economic engine, or can business truly be a force for good?

Let's take a business…any business. As I write, I'm sitting at my desk staring at a reusable water bottle. That bottle was manufactured, distributed and sold by a business. So why is it important for this bottle business to have a social purpose? In this case, the product itself may generate societal wins – reducing waste, stopping pollution, providing hydration – but purpose is more than that. It's about tying the company's very existence to a better world. Everything that a truly purpose-led company does must be in service of its social purpose.

Let's take a real-world example. Ocean Bottle is a real water bottle company. Its social purpose is to stop ocean plastic pollution while providing sustainable livelihoods. Why does Ocean Bottle exist? Is it to sell water bottles and generate profit? While generating revenue and making money are a purpose, they are NOT a social purpose. They don't benefit the planet. And they don't, in and of themselves, make this world a better place. While revenue and profit are inextricably linked to the viability of the organization, they don't define its true reason for existing. Financial return is not Ocean Bottle's purpose.

Ocean Bottle's social purpose is tied to pollution reduction, which is inextricably linked to a better planet and a better world. These objectives don't undermine its need to remain financially viable. In fact, you could strongly argue they contribute to it. After all, who doesn't want to buy from, or work for, a company with a deep social purpose? Companies with a social purpose will typically build a framework around that purpose, ensuring that they treat their employees, procure materials, and market their products in an ethical, moral and equitable manner. But each decision the company makes is in service of its social purpose, in this case of reducing waste. That these decisions also generate profits and lead to ethical behaviour is a product of how the company operates, but not why.

Social purpose, like individual purpose, is complex. How can we boil down our reason for existing into a single sentence? If you've ever tried to articulate your personal purpose in life, you know it's an arduous exercise rooted in soul searching and deep self-reflection. This kind of soul-finding journey is as difficult for businesses as it is for individuals….and it should be. But once you land on your purpose, once you truly know the reason why you exist, everything else becomes clear. Purpose is the compass for our activities, our decisions and our motivations. And so my message to all of you, businesses and individuals alike. Find your purpose. When you do, you will never look back.

From the Heart: What really drives change

Thu, 29 Jan 2026 16:12:01 GMT

January has a way of pushing us toward big targets and bold declarations. However, in the Northern Hemisphere, winter is a time of minimal sunlight and the natural world is in a phase of hibernation and dormancy. So this year, instead of forcing a "new year, new you" mindset, I've decided to take my cue from nature and slow down.

This slower pace created space for me to take the Inner Development Goals (IDG) training, where I learned something important: many sustainability efforts fail because they assume the core problem is a lack of information. This is known as the information-deficit model: the belief that if we just share enough facts, behaviour will change.

The research is now clear, recognized by the IPCC, UNDP, and other global institutions. Our sustainability crises don't stem from ignorance. They stem from disconnection from ourselves, from one another, and from nature. I believe the same pattern shows up in all meaningful work, from social impact to social purpose.

The IDG framework identifies five dimensions of inner development that enable us to navigate complexity and drive change: being (our relationship to ourselves), thinking (our cognitive skills), relating (caring for others and the world), collaborating (our social skills), and acting (enabling change). These aren't abstract concepts—they're capacities like self-awareness, perspective-taking, courage, and perseverance. The things that determine whether we can actually follow through when the work gets hard.

What struck me most is how this reframes the work we do. It's not that strategy doesn't matter. It's that strategy without these inner capacities is like having a map but no compass. We might know where we want to go, but we lack the internal resources to navigate the inevitable challenges, setbacks, and complexity along the way.

Before systems can truly change, something has to shift in us first. Our beliefs, values, and inner capacities are more powerful leverage points than any new framework or strategy. So when we do emerge from this winter slowdown ready to act, maybe the question isn't just what we'll do—but how we'll do it.

Warmly,

Claire

From the Heart: Hands Up If You're In

Thu, 29 Jan 2026 16:11:57 GMT

As we scrolled through the photos from our Toronto conference, this one brought an instant smile: a room full of people with their hands in the air, fully present, engaged, and saying I'm in. It captures what happens when impact-driven leaders come together: openness, energy, and a feeling of collective momentum that's impossible to ignore.

There's something about that image that stays with you. And for our team, it's a reflection of a movement gaining strength. We are living in a time of incredible change and complexity, and these are the people choosing to lead through it differently. They came ready to be challenged, to connect, and to recommit to the work that brought them into this space in the first place.

The Reminder We All Needed

What we heard again and again in your feedback was "I needed this." Not just the insights shared on stage, but the reminder that you're not doing this work alone. That across Canada, there are leaders pushing against inertia, making the case for change, and doing the often-invisible work of turning purpose from aspiration into action.

It's a reminder that even the most driven among us can feel isolated in this work. Purpose-driven leadership isn't always celebrated in traditional business circles. It can feel like swimming against the current, constantly justifying why doing good and doing well aren't mutually exclusive. To be in a room full of people who get it, who are navigating the same tensions and trade-offs, who are asking the same hard questions provides a sense of connection and hope.

Recognizing Purpose

The inaugural Greater Purpose Awards brought that invisible work into the light, raising the profile of the people and organizations turning purpose into real progress. From courageous leaders to innovative partnerships, the awards celebrated those who are setting new standards for what purposeful business can look like. (And yes… Brad's purple tuxedo was absolutely part of the moment.)

Recognition isn't just symbolic. Research consistently shows that meaningful appreciation boosts motivation, strengthens trust, and increases collaboration. These are the conditions under which innovation and social impact flourish. It's also one of the most overlooked levers inside organizations. The Awards helped change that.

The winners represented a diverse cross-section of industries and approaches, but they shared a common thread: a refusal to accept the status quo. They're proof that purpose isn't a marketing strategy or a nice-to-have. It's a way of operating that demands courage, commitment, and a willingness to be held accountable to something greater than the bottom line.

You can meet our award winners here .

Celebrating Impact

These past six months have stretched us, surprised us, and reminded us why this movement matters.

Last night, we gathered again, this time at our Greater Purpose Launch Party in Vancouver, hosted by our friends and purposeful partners at the Canadian Purpose Economy Project. The energy in the room was unmistakable: leaders connecting, ideas sparking, and a shared sense that one day these tiny ripples of action will create a tide of meaningful change.

It was a glimpse of what's to come on May 11–12, when we host our first-ever Greater Purpose Conference in Vancouver. Mark your calendars. Registration opens November 24, and we'd love to have you with us.

Inspiring Change

And the momentum continues. On December 4, our sold-out Impact Circle in Toronto brings another group of leaders together to learn, reflect, and shape what's next.

The Impact Circle is where purpose-driven leaders gather to connect, share bold ideas, collaborate, and support each other. When you're surrounded by peers who understand the weight of this work, you can speak openly about the setbacks as well as the wins. And that honesty is where the real learning happens.

Building What's Next

Every gathering, every conversation, every raised hand is building the conditions for a more purposeful economy. Thank you for showing up with your ideas, enthusiasm, and commitment to this work. This community is growing because of you. And we're just getting started.

The path forward isn't always clear, and it certainly isn't easy. But what we've seen over these past months gives us confidence that the foundation is strong. You are that foundation. Your willingness to show up, to push for change within your organizations, to hold yourselves and each other accountable is what makes this more than a moment. It's a movement.

So keep raising your hands. Keep saying I'm in. And know that when you do, you're part of something much larger than any single event or initiative. You're helping to build the economy we all want to see, one where purpose and profit aren't at odds, where business is a force for good, and where leaders like you are recognized for the vital work you're doing.

With gratitude,

Brad & Claire

A Year In Review: Shaping What Comes Next

Thu, 25 Dec 2025 16:12:00 GMT

As we close out 2025, we want to pause and say thank you.

Leading with purpose can feel lonely. You're often the one making the case for change, pushing against inertia, doing the invisible work of turning aspiration into action. But this year proved something we've always believed: you're not doing it alone.

Whether you joined us at a conference, an Impact Circle, or followed along from afar, you helped shape what Greater Purpose became this year. 2025 was a year of change, momentum, and clarity as we transitioned from the Partnership Conference to Greater Purpose and establishing the foundation for what comes next.

Why This Year Mattered

When we launched Greater Purpose, we were clear on our purpose and mission. Over these last months, we've crystallized the vision that drives our work: positioning Canada as a global leader in purpose-led business.

We believe Canada has a real opportunity to shine in this space. As a country, we're doing incredible work, but often quietly. Greater Purpose exists to amplify that work, connect the leaders driving it forward, and shape the next generation of business.

Our mission is clear: to build Canada's defining community for purpose-led business. And, wherever you are on the path to purpose, there's a place for you here.

The Power of Community

What emerged most clearly this year wasn't just programming or events; it was the power of community itself. Of finding your people. Of knowing others are navigating the same tensions, asking the same hard questions, celebrating the same wins that feel massive when you're the only one championing them inside your organization.

Sona Khosla, Chief Impact Officer at Benevity, captured this perfectly after our Toronto conference:

"In just a year, you have become a touchstone for me; I didn't realize how much I needed community in my own country, so I'm very grateful to all of you for bringing us together for a greater purpose!"

This is what a community of practice looks like. It's peer learning grounded in lived experience. It's honest conversations about what's working and what isn't. It's the reminder that you're not alone, and that together, we're building something that matters.

A Note for the Season

As this year comes to a close, we want to wish you and yours a peaceful holiday season. Take time to rest, to celebrate what you've accomplished, and to reconnect with what matters most.

Thank you for being part of this community. For showing up, for pushing forward, for believing that business can—and should—be a force for good.

As we head into 2026, if you know someone who belongs in this community—bring them with you. This movement grows stronger when we invite others in.

Here's to building what comes next and we'll see you in the new year.

With gratitude and warm wishes,

Brad & Claire

What Stayed With Us This Year

Our founding members – Welcoming the companies who believed in this vision from the beginning. Your commitment helped establish the foundation for everything to come.
Building strategic partnerships – Collaborating with Postmedia, The Walrus, and Future of Good to amplify Canadian purpose-led business stories.
Blue Jays World Series – Watching the team play their hearts out together reminded us that sometimes the best connections happen outside the boardroom.
Our first western conference – Taking Greater Purpose west for the first time, the turnout at the Calgary Zoo showed us the appetite for this community extends coast to coast.
Greater Purpose Conference East – In October, we gathered hundreds of leaders in Toronto for conversations that moved beyond theory into practice.
Becoming a Certified B Corporation – Joining a global community of businesses committed to using business as a force for good.
Impact Circles – Creating peer-led spaces for trust, learning, and real connection in Toronto, Vancouver, and Montreal.
The Inaugural Greater Purpose Awards – Recognizing leaders and organizations making purpose tangible and measurable, including Purpose Leadership Award winner Maureen Young of Coast Capital Savings, Social Purpose Company winners Coast Capital, MCIS Language Solutions, and Sarona Asset Management, and Innovative Partnership Award winner Public Architecture.

Looking Ahead: What's Next in 2026

We're heading into 2026 with clarity and conviction—and some exciting firsts.

A New Look & Feel
A refreshed website and brand experience that reflects the community we're building together. Coming in early 2026.

Greater Purpose Conference West
May 11-12, 2026 | Vancouver - Our first-ever West Coast conference. Registration is now open .

Impact Circles Across Canada
In-person community gatherings in Toronto, Vancouver, Calgary, Montreal, with more locations to come. New formats, deeper connections, and more opportunities to gather with your peers.

The Greater Purpose Awards
Expanding in 2026 with additional categories and amplified reach through our media partnerships. Nominations open July 2026.

Membership
Every business has a greater purpose. A Greater Purpose membership signals yours. It connects you to a national movement working to establish Canada as a global leader in the purpose economy. Learn more .

Partner With Us
Interested in collaborating on events, programming, or thought leadership? We'd love to hear from you at info@greaterpurpose.inc

Eleven Days Out: A Gathering Fueled by Generosity, Purpose, and Possibility

Thu, 16 Oct 2025 13:31:30 GMT

Greater Purpose Conference 2025
October 27–28, 2025 | The Carlu, Toronto

In just eleven days, over 400 purpose-driven professionals will gather at The Carlu in downtown Toronto for the first-ever Greater Purpose Conference under our new name and brand.

This gathering is more than a date on the calendar. It’s a response to what leaders across Canada have been asking for: a place to connect, reflect, and move forward with purpose.

Across industries and regions, we’ve heard the same need. Business leaders are eager to go further, but too often they’re working in isolation. They’re looking for community, practical insight, and honest conversations about what it means to lead in a time of change.

That’s what this conference offers.

A Different Kind of Room

Over the past few weeks, through speaker prep conversations, we’ve felt deeply inspired by the passion and purpose driving each of our speakers. The work they’re leading is significant, but what stands out is their generosity.

None of our speakers are being paid. They’ve chosen to participate because they believe in this community and in the power of purpose to change how we work and lead. Each one has poured thought and care into how to serve the people in the room — to share ideas, offer perspective, and help us move forward with clarity and courage.

With a single-track format, all attendees move through the same sessions, sparking collective learning and group momentum. No competing schedules or divided attention. Just one focused gathering, built for connection and conversation.

A Time for Urgency, Honesty, and Action

We are facing complex challenges — social, economic, and environmental — that demand more from business than ever before. Incremental change is no longer enough. The next generation of business will be defined not just by performance, but by responsibility.

The Greater Purpose Conference is designed to support that shift.

Together, we’ll explore critical questions:

What does it mean to embed purpose at the core of strategy?
How do we lead with both ambition and accountability?
What are the tangible tools and practices that move purpose from words to action?

These questions aren’t theoretical. They’re urgent. And they’re already shaping how business is done across Canada.

A Venue That Speaks to Renewal

The Carlu is more than a beautiful venue. Its story mirrors the spirit of this gathering.

Originally opened in 1930 as the Eaton’s Seventh Floor, it was envisioned as a cultural hub for Toronto — a space for art, ideas, and community. After decades of disuse, it was saved from demolition and restored to its original purpose.

Today, it stands as a national historic site and a symbol of what’s possible when we invest in what matters and commit to what’s next.

A Beginning, Not a Finish Line

This conference marks a new chapter for Greater Purpose and for the growing movement around purpose-led business in Canada.

It’s a space to reconnect with your "why," to build meaningful relationships, and to step into what’s next with renewed energy. Whether you’re advancing ESG, transforming your company’s culture, or exploring a new way forward, you’ll be in good company.

If you’ve been looking for a moment to reset, reflect, and reimagine what leadership looks like, this is it.

There’s still time to register and we look forward to seeing you there!

Greater Purpose Conference 2025: Why This Moment Matters | October 27–28, 2025 | The Carlu, Toronto

Thu, 18 Sep 2025 17:30:23 GMT

The future of business in Canada isn’t being imagined in isolation. It’s being built together. And nowhere is that more evident than at the Greater Purpose Conference .

This year, we return with renewed energy, a bold new brand, and a powerful belief: business can, and must, be a force for good. Held at Toronto’s historic Carlu, the 2025 conference promises deeper dialogue, stronger connections, and the debut of the Greater Purpose Awards , Canada’s first national recognition platform for social purpose leadership.

So, what makes this gathering different?
It’s the people.

The Greater Purpose Conference isn’t a typical business event focused on networking quotas or polished pitches. It is designed for connection and conversation — the kind that builds real relationships and sparks lasting collaboration. This is where corporate leaders, social innovators, and changemakers from across sectors come together to learn, connect, and lead with impact.

“I left inspired, connected, and ready to lead with greater clarity.”
— Past Conference Attendee

This year’s conference builds on that legacy with:

Fresh Voices: New speakers at the forefront of purpose-led innovation
Deeper Conversations: Sessions that don’t just inform, but challenge and mobilize
National Recognition: The launch of the Greater Purpose Awards , celebrating leaders redefining what’s possible in Canadian business

This is a rare opportunity to convene 400 purpose-driven professionals in one room. Rather than scattering across parallel sessions, attendees move through a shared experience together. With a thoughtfully curated single-track format, every session is designed to spark connection, collective learning, and momentum that carries beyond the room.

Whether you're advancing ESG, reimagining culture, or launching a purpose-first company, this event is for you. It’s more than a check-in. It’s a checkpoint for a growing movement.

Join us and be part of the community rewriting the rules of business. Together.

Reserve your spot now
October 27–28, 2025 | Toronto, ON

One Month In: How Greater Purpose is Building A Moment.

Tue, 19 Aug 2025 21:48:42 GMT

One month ago, Greater Purpose went from idea to action. From a sketch on a whiteboard to a real, living community of leaders across the country. And if there’s one word that’s stuck with me through these early days, it’s gratitude.

Gratitude for the hundreds of professionals — from CEOs to emerging changemakers — who didn’t just show up, but leaned in. You offered ideas, encouragement, honest feedback, and in many cases, your trust. That trust confirms what we believed all along: there’s a deep hunger in Canadian business for something different. Something more. But let’s be honest — launching a purpose-first movement isn’t for the faint of heart. It’s messy, imperfect, and at times, exhausting and at time, I’ve felt ill-equipped to manage this combination. Balancing big vision with real-world execution is no small task. And yet, that’s the whole point. Purpose isn’t just a brand statement — it’s what shows up when things get hard.

In our first month, we’ve seen that purpose in action. In every meet-and-greet, every tough question asked at a webinar, every late-night email change (we’re old school and we don’t use Slack…yet). We’re not just talking about the future of business — we’re building it.

A special thanks to the Canadian Purpose Economy Project and our founding partners. Your insight and partnership made this launch possible — and better. And to our internal team: thank you. What you’ve built so far — and how you’ve built it — gives me confidence we’re on the right path. You’ve brought creativity, grit, and a welcome dose of humour to every step of this journey. I couldn’t ask for better co-builders.

To everyone who’s joined us: thank you for turning a vision into a community. If this is what the first month feels like, the future is bright. Let’s keep going. Together, we’re shaping the next generation of business — one connection at a time.

Confusion on Purpose : Reflections of a Purpose-Driven Leader

Thu, 07 Aug 2025 11:47:02 GMT

Being purpose-driven means having a social purpose and sticking to it. Every day.

As the leader of Greater Purpose, a relatively new organization that aims to put purpose at its core, I’ve been reflecting on a phrase that we see in a lot of books and articles relating to our work: purpose-driven.

Let’s be honest — ‘purpose-driven’ is quickly becoming the most overused badge on LinkedIn. But what does it actually mean? How do we authenticate it? Is it enough for me to simply say it, or do I have to show it? I felt ill-equipped to answer these questions and as a result, I’ve had to do a lot of soul searching.

Having a purpose, according to most definitions, is knowing your “why”. If you can easily articulate your why, that’s fabulous. Admittedly, I had a lot of trouble. I turned to some “Purpose Worksheets” available on the web and they were unhelpful. I turned to ChatGPT and quickly realized the bitter irony of asking AI to help me find my why. I think the better question, for me at least, is what kind of person I want to be. Again, not so easy.

The line between Greater Purpose, my company, and its leader (i.e. me) is a blurry one but one that deserves consideration. If we’re building a movement rooted in purpose, we have to start by asking hard questions of ourselves. I can’t be a warm, authentic business leader if I neglect my wife and children in the process of doing so. I can’t plan fun, exciting conferences and spend my home time as a complete and utter bore. My “why”, I decided, is the essence of who I’ve become but also who I want to be. I am fun. I am vulnerable. I am committed to making a difference. I work very hard. But I also play hard and make time for friends and family. These are, I think, the makings of a purpose-driven leader.

But what about the not-so-good things? I’m easily slighted and oversensitive. I take things far too personally. I am sometimes lacking in empathy. I am incredibly impatient (in the not good kind of way). How do these traits form part of my WHY? As much as I can try to improve on these things, they are also part of who I am. Do these things undermine my ability to be purpose-driven? Can I be oversensitive and impatient and still lead with purpose?

Admittedly, I’m a fan of Netflix’s Trainwreck program, which is a series of one-hour vignettes about when things go terribly wrong. Last night, I watched the episode about the rise and fall of American Apparel, a popular fashion brand in the 2000s which no longer exists. The founder, Dov Charney, is a truly despicable character, treating his trusted employees in ways that can only be characterized as abhorrent. I turned to my wife, Mina, my Trainwreck co-conspirator, and told her that my goal with Greater Purpose is to be everything that Dov Charney is not. Charney is purpose gone wrong.

Being purpose-driven means having a social purpose and sticking to it. Every day. It means letting our team shine. It means both understanding AND admitting when I am out of my element. It means bringing on people with talents that I lack and allowing these talents to shine. It means treating everyone with respect and dignity. Maybe being purpose-driven isn’t about having all the answers. Maybe it’s about showing up — flaws and all — and doing the work anyway. Being purpose-driven means knowing who I am, but also who I am not. “To thine own self be true”. That is what is truly means to be purpose-driven.

Introducing the Greater Purpose Awards

Wed, 16 Jul 2025 16:33:31 GMT

Honouring What’s Possible When Business Leads with Purpose

When we launched Greater Purpose, we knew that recognition would be a vital part of the movement. Progress isn’t just about bold ideas — it’s about the people and organizations doing the work, every day, to embed purpose into the core of how business gets done.

That’s why we’re proud to introduce the Greater Purpose Awards : a new platform to celebrate the leaders, companies, and collaborations shaping the next generation of business in Canada.

These awards fill a critical gap in Canada’s purpose ecosystem. They recognize not just outcomes, but the integrity, innovation, and courage it takes to lead with purpose in a complex world.

We’re recognizing excellence across three categories:

Purpose Leadership Award
Honouring individuals who are advancing purpose within their organizations and inspiring others to lead with impact.
Who Can Apply? Purpose-driven leaders across Canada
Criteria: Leadership, cultural influence, measurable impact, peer inspiration

Innovative Impact Partnership Award
Celebrating cross-sector collaborations that demonstrate bold, purpose-driven innovation with lasting impact.
Who Can Apply? Business and nonprofit partnerships
Criteria: Collaboration, creativity, systems change, measurable results

Social Purpose Company of the Year
Recognizing businesses actively integrating purpose into their governance, operations, and partnerships.
Who Can Apply? Businesses operating in Canada (Small, Medium, and Large categories)
Criteria: Strategy alignment, stakeholder engagement, impact and growth potential

�� Applications are open through August 11.
�� Learn more and apply here

Let’s celebrate the people and ideas driving this movement forward — and build momentum for a future where purpose is not the exception, but the norm.

Welcome to Greater Purpose

Wed, 25 Jun 2025 20:01:19 GMT

What began as a single conference has grown into a national movement — and today, we proudly launch Greater Purpose. This marks more than a rebrand; it’s a recommitment to building a future where business leads with courage, collaboration, and social impact at its core.

When Brad launched the Partnership Conference in 2018, we had no idea what it would grow into. What we did know was this: there was a rising call for leaders across sectors to come together around shared values of purpose and partnership.

We started with a simple idea — that business can be a powerful force for good when we break down silos and work together. We believed that authentic connection, courageous dialogue, and a shared commitment to something greater could spark change. And it did.

Over the years, what began as a conference evolved into something more. Not just a place to meet — but a space to belong. Not just a moment in time — but a movement.

Today, we proudly launch Greater Purpose.

This is not just a rebrand. It’s a recommitment to what matters most: creating space for business leaders who care deeply about people, planet, and long-term impact. It’s about building a future where purpose and profit are no longer at odds — but in partnership.

Greater Purpose exists to accelerate the adoption of social purpose across Canadian companies. It’s a community for collaboration and accountability. A home for those who are asking bold questions and co-creating real solutions.

As Claire shared at our recent conference in Calgary:

Impact isn’t just what we do — it’s how we do it.

The way we lead matters. The way we show up matters.
And that’s what this movement is all about.

Whether you’re just beginning your purpose journey or have been walking this path for years, we want you to know: there’s a place for you here.

Let’s shape the next generation of business — together.

In Purpose and Progress,
Brad & Claire

How Greater Purpose Is Giving Canadian Businesses A New Way To Lead With Impact

Wed, 25 Jun 2025 17:14:28 GMT

Discover how Greater Purpose is reshaping Canadian business by helping companies turn their values into action. This Forbes article explores how a bold new network is making purpose the strategy, not just the slogan.

Forbes article published June 02, 2025

Today marks the official launch of Greater Purpose, a Canadian platform built to bring together businesses that want to integrate purpose into the very core of how they operate. For Brad Offman, founder of Greater Purpose, this is the culmination of years spent listening, learning, and bringing together leaders ready to stand up for what matters most.

“We’ve actually been building this community for several years, starting with the launch of The Partnership Conference in 2019,” Brad says. “But as much as I love our Conference and our other Regional Events, there are some real limitations. Events are ephemeral and short-lived. While they might be foundational to creating a movement, they aren’t enough. We needed to fill the space that exists between events and in our view, that could only be done by creating a community that would drive our objectives on an ongoing basis.”

Greater Purpose is that space: a membership community where businesses can share insights, connect with peers, and amplify their commitment to social purpose. From exclusive events and a trusted purpose mark to brand visibility and a private online community, it offers a home for changemakers who believe in using business as a force for good.

A New Definition of Success

For Brad, this work is deeply personal. Having spent most of his career in the corporate world—including time as a senior executive at a large financial institution—he understands that profitability and purpose aren’t in conflict, they’re intertwined.

“Greater Purpose defines success by commitment to social purpose. Wherever a business is on the path to purpose, there’s a place for it in Greater Purpose,” he says. “I’ve spent most of my career in the corporate sector, most recently as a senior executive at a large financial institution. I recognized early on that a company could change the world by leveraging its assets in the name of social good, and that didn’t have to come at the expense of profitability or shareholder value. That was a profound moment for me.”

The Power of Community

Brad is clear that community is not just a feature—it’s at the heart of everything. “Community is such a critical part of the purpose journey,” he says. “Change becomes easier when everyone gets on board. Changemakers are often outliers, especially in large companies. We provide a community to let these changemakers understand that they are not alone.”

It’s about connection and collaboration, but also about belonging. “Community is the foundation for collaboration, trust, and a profound sense of belonging. It is a critical element for driving the change we are driving to achieve.”

Purpose in Practice

From startups to established corporations, Greater Purpose’s members come from all corners of the economy. But what unites them isn’t a single set of metrics—it’s a shared commitment to finding and living their reason for being.

“What unites our members is a commitment to finding and understanding their very reason for existing,” Brad says. “Purpose isn’t about impact, employee engagement, inclusion, sustainable procurement and good governance—but at the same time, it’s about all of those things. Once a business, or an individual, defines its purpose, it becomes easier to answer existential questions about its strategy and its direction.”

What’s most inspiring to Brad is seeing how purpose becomes a strategic North Star. “What is unexpected is how many companies are thinking about purpose as a core strategic driver,” he says. “It makes everything easier because it defines as a company what you will do, and just as importantly, what you will not do. Companies all have unique assets, and watching them deploy these assets in the name of their purpose is truly a fascinating sight to behold.”

A Defining Moment for Canada

As the world faces profound shifts, Brad sees a rare opportunity for Canadian companies to lead. “We’re living in very, very interesting times,” he says. “The current geopolitical environment is forcing many companies to rethink their place in the world, and what’s most interesting is that parts of the shift have happened virtually overnight.”

Even though Greater Purpose wasn’t created in direct response to these turbulent times, Brad believes it’s exactly what’s needed right now. “While we didn’t create Greater Purpose in the context of the current geopolitical situation, I think having the haven of a purpose-driven community will provide an outlet for companies that are truly committed to this work,” he says.

And in those conversations with leaders across Canada, Brad hears something powerful: “Canada is rethinking its purpose, and there is a powerful sense that Canadian companies can be global leaders when it comes to purpose. This isn’t anecdotal. I’m talking to business leaders everyday and there’s a sense that this is Canada’s time to shine.”

Yet he’s quick to emphasize that defining purpose is only the beginning. “Paul Klein, another Forbes contributor, reminded me recently that having a strong purpose is merely the first step,” he notes. “That purpose needs to be activated, and it needs to be activated quickly and immediately. Otherwise, we will miss this golden opportunity to take the lead on this issue, and demonstrate that companies truly have the power to change the world through a well-defined and thoughtfully activated purpose. The time is NOW.”

For Brad Offman and the growing community at Greater Purpose, today’s launch is about more than a new platform. It’s an invitation—to rethink what it means to do business in Canada, to lead with integrity, and to prove that the future isn’t just about what you sell—it’s about what you stand for.

Canada as a Social Purpose Leader

Fri, 28 Mar 2025 15:38:15 GMT

Canada stands at the forefront of a global shift toward purpose-driven business, uniquely positioned to lead the social purpose movement. This transformation is championed by initiatives like the Canadian Purpose Economy Project (CPEP), which envisions that by 2030, at least 25% of Canadian businesses will have authentically embedded a social purpose into their operations and relationships.

Purpose Economy

The CPEP's ambitious goal aims to create a tipping point, making social purpose mainstream in the Canadian business landscape. This movement is not just about corporate philanthropy; it's about redefining the very essence of business to prioritize long-term well-being for all stakeholders. By fostering an environment where businesses collaborate to address societal challenges, Canada can cultivate an economy that balances profit with purpose.

Greater Purpose complements this vision by providing a platform for businesses to demonstrate their commitment to social impact. Through a supportive network, companies can engage in self-assessment, share insights, and benchmark their progress toward becoming more purpose-driven. This collaborative approach ensures that businesses, regardless of their starting point, have the resources and community support to integrate purpose into their core strategies.

Canada's diverse and inclusive culture further amplifies its potential to lead in this arena. By embracing social purpose, Canadian businesses can enhance their competitiveness, attract top talent, and build stronger relationships with consumers who increasingly value corporate responsibility. As more companies join this movement, Canada can set a global standard for how businesses can be a force for good, driving both economic growth and positive societal impact.

My Journey to Purpose

Fri, 28 Mar 2025 15:23:52 GMT

Like many individuals who ultimately embraced the world of social purpose, I started out as a clueless corporate warrior. I had finished my graduate studies in history which sadly qualified me for very little (don’t get wrong, I value these studies as they taught me how think critically and express those thoughts in writing). While completing my Master’s Degree in history at U of T, I worked part-time at Canada Trust, a job I had held since high school. When I finished grad school, Canada Trust invited me to participate in a management training program in the “estates and truste” area. With no other offers on the table, I quickly accepted.

And so, my career in financial services began. I worked hard, I worked smart and I rose up the ranks over the next eight years. I learned a ton, not just about estates and trusts (more in a minute on why that was important) but about how big companies work. I really enjoyed my time at Canada Trust. That company embraced a slogan, “Thinking Like A Customer”, that was deeply woven into the company’s culture and values.

The Journey Begins

In around 1998 (yup, I’m dating myself), I applied to become the co-chair of the company’s United Way campaign. I knew very little about philanthropy, charity and volunteerism but it sounded like a role that would help me continue to advance my career. Little did I know it would change my life.

The UW campaign was all-consuming, at least for a couple of months each year. And while I really enjoyed my day job, I was incredibly passionate about this volunteer gig, especially when I began to learn more about the critical role that UW plays in supporting community organizations. I wondered if that passion could translate into a job. But I parked that thought.

In 1999, Imasco announced its plan to sell its controlling interest in Canada Trust to TD. I was scared by the uncertainty that followed. By that time, I was the Director of Product Development and we were told that all new projects were on hold. I was sure my position would be eliminated. It wasn’t.

I thought this might be a good time to test the waters and do something new. After all, I had never really set out to work in financial services. I had fallen into it. But in 1999, my eldest son was born and I welcomed the stability that came along with a steady paycheque. I put my plans on hold and worked on several integration projects. I will readily admit that TD’s takeover of Canada Trust was done in an entirely respectful and responsible manner. Yes, there were a lot of layoffs, but selfishly, I was pretty happy not to be one of them.

Taking The Plunge

In 2001, I completed my part-time MBA at U of T. Not only did I learn a ton, I met a professor, Anne Armstrong, who helped me understand that business could be a force for social good. I am deeply indebted to her. Thank you, Anne!

In 2002, when the integration of the two businesses was essentially complete, I was given the opportunity to take an attractive severance package. Finally, I jumped at the chance and for the first time in my life, I really had the time to think about what I wanted to do next. I remembered my passion for running the United Way campaign and wondered if the skills I had developed at Canada Trust might support a career in philanthropy. I had no idea how relevant these skills would be.

It turned out there was this thing called “planned giving” which is essentially all about donating legacy gifts – bequests, life insurance, etc. I knew a ton about estate planning, insurance and wills. I didn’t know much about donors and charity but thankfully, a charity valued my background enough to make me its Director of Planned Giving. My career in philanthropy had begun. By this time, I was in my early thirties with two children and I knew I had found my place in the world.

Over the next several years, I worked at two charities and learned as much as I could about the Canadian philanthropic sector. I joined professional associations and became an active member and volunteer. In my job at the Toronto Foundation, I learned about complex gift planning, donor advised funds and the value of philanthropic advice.

Back to Business

In 2005, exactly two decades ago, I was lured back to the financial services sector by the prospect of applying my diverse skills in a new role: Vice President, Strategic Philanthropy at Mackenzie Investments, part of IGM Financial. My main role would be to build a brand new donor advised fund for the Power Financial group of companies: Mackenzie, Investors Group and Canada Life.

That project, building the first independent donor advised fund in the Canadian financial sector, was a beast. I developed project management skills that I didn’t know I had and I learned even more about the inner workings of a large Canadian business. I was asked, and I agreed, to take the reins of the Mackenzie Investment Charitable Foundation, our employee giving vehicle. In my various roles, I learned how the power of a business could be harnessed for social good.

Don’t get me wrong. Profit was, and still is, an integral driver for that business. Without profit, a business cannot survive. But through the Foundation and our products (in my case, the Mackenzie Charitable Giving Program, our donor advised fund), I began to understand that businesses had real power to leave a positive mark on the world by leveraging power levers for change. At Mackenzie, these levers included employee giving, company matching, volunteerism and product development.

At Mackenzie, I reported directly to a wonderful CEO who was deeply committed to community building. But I also learned the levers of corporate decision-making: How businesses make decisions and why. Don’t get me wrong. Profit is at the heart of decision-making but at the end of day, each decision was made by asking ourselves what kind of company did we want to be? We didn’t call it social purpose, but there’s no question in my mind that purpose was at the root of many of our decisions.

I wasn’t naive then, and I’m not naive now. I understand the important of profit, growth and shareholder value. But I understand now, more than ever, that a deep sense of purpose can be the foundation of financial success.

Forging a New Path – Spire Philanthropy and The Partnership Conference

In 2014, I left Mackenzie Investments and the IGM family. I knew it was time for me to embark on a new path and Spire Philanthropy was born. That new path included working with both charities and businesses. But as I worked with both sectors, I quickly realized that we needed to build a third path, one that created a clear line of sight these two worlds. I had no idea how this path would unfold.

In 2018, over breakfast with my old friend, Chris Baylis, we talked about what me might do to build that path. Actually, Chris spoke of what he intended to do (build a new conference that focused on corporate-charitable partnerships).I listened intently. Chris asked how my firm, Spire Philanthropy, might want to be involved. But participation as a speaker or sponsor simply felt inadequate. I wanted to partner with Chris to get this event off the ground. And so, over eggs and toast, Chris and I gave birth to the Corporate Partnership Conference.

Our inaugural one-day conference in May 2019 was held at the Board of Trade in Toronto and we filled the place! We had a docket of fabulous speakers, great food (always a staple of our conferences) and real momentum heading into 2020. We all know what happened next. The friggin’ pandemic which put all of our lives on hold. We ran a couple of virtual events but let’s face it, virtual events are simply NOT the same.

By the time we reconvened in person in 2023 (as The Partnership Conference), Chris had decided he wasn’t as interested in planning and curating live events. As much as I hated losing Chris, I felt like I was prepared to manage the conference on my own, thanks to a great team of event planners, sponsors and other supporters. Chris and I remain close friends.

There is really nothing in my journey that suggests I might be a good event planner. Maybe that’s why our conference has been successful, selling out the past two years. When I think about how we plan the Conference, I approach it not as an event planner but from the perspective of a participant. I plan a conference that I’d want to attend. That means great speakers, fun activations (“Dragon’s Breath!), music, tasty food and lots of time to chat and network. That’s the Partnership Conference in a nutshell. Good times, good food, good friends. Sounds like the slogan for a pub, which is probably intended!

The Birth of SIPC: A Home for Our Community

As everyone knows, the Partnership Conference is open to all. It has been widely attended by folks from both the business and charitable sectors. Sadly, outside of our conference and a couple small networking groups, there has been no place for social impact leaders working in the business sectors to convene. Many of our conference attendees were looking for a space to network with their peers in the business sector outside of the conference. And who better to create this space than us?! And thus, Social Impact Professionals Canada came to life.

We launched Social Impact Professionals Canada in May 2023 at a breakfast event at Cisco. We had room for 100 people in the room and within 30 hours of opening up registration, every single spot in the room had been claimed. Since then, we’ve expanded SIPC to Vancouver and Montreal, and we expect more cities will join in. SIPC is a hub for purpose-driven professionals working in the business sector to come together, collaborate and learn. It’s been a resounding success.

It's now the summer of 2024 and we’re thinking about what’s next. After some serious prodding (thanks Wafa Kadri!), we decide to launch a “West” version of the partnership conference, beginning in Calgary in 2025. We’re really excited to venture outside of Toronto, and we know our inaugural event in October will be a resounding success.

The Road to Greater Purpose

I want to be clear. It was never my attention to build an empire of conferences and regional networking events. While the events are fun and fabulous, it was always my intention that everything we were building would ladder up to something bigger, dare I say a MOVEMENT. And that intention gave rise to GREATER PURPOSE. We want to build and grow a community for businesses committed to impact and purpose. We want to provide a space for learning, convening and collaboration. We want to celebrate achievements and be a beacon for change.

The business sector is a profoundly important part of Canadian society. . From the multi-national corporation to the sole proprietorship, businesses shape our daily lives. We own businesses, work for them, buy from them, sell to them and interact with them consciously hundreds of times each day. Business can be a force for social good. It can, when properly harnessed, make our lives better, not worse. And that it what Greater Purpose is all about.

Everyone has their own story. And this is mine… my journey to purpose. Let’s build a movement….together.

Why Greater Purpose?

Fri, 28 Mar 2025 14:09:08 GMT

The way we define business success is shifting. Profit alone is no longer the sole measure of a company's value—its impact on society, its environmental footprint, and its commitment to ethical leadership now hold equal weight. This is where Greater Purpose comes in—a movement designed to position Canada as a leader in the global purpose economy, helping businesses integrate purpose into their core strategies and redefine what it means to thrive.

Why Now? The Urgent Need for Purpose-Driven Business

The traditional relationship between business and society is under strain. From economic inequality to climate change, today’s biggest challenges demand solutions that go beyond philanthropy or corporate social responsibility (CSR). Consumers, employees, and investors alike are asking companies a critical question: What do you stand for?

Canadian businesses are recognizing that purpose isn’t just a branding exercise—it’s a competitive advantage. Companies with a clear social purpose experience stronger brand loyalty, better employee retention, and long-term profitability. But making the shift from shareholder-first to purpose-driven isn’t always easy. Many businesses lack a clear roadmap, struggle to measure impact, or fear accusations of “purpose-washing.” Greater Purpose was created to address these barriers and provide a trusted space for companies to show their commitment to purpose, learn from each other, and drive real change.

The Evolution from Partnership Conference to Greater Purpose

Greater Purpose didn’t emerge out of nowhere—it’s the next step in an already successful movement. It evolved from the Partnership Conference, a premier gathering of corporate and social impact leaders that has been fostering collaboration and innovation since 2019. As the conversations grew deeper and the demand for sustained engagement increased, it became clear that companies needed more than an annual event. They needed a year-round community, structured support, and opportunities to showcase their progress.

Enter Greater Purpose: a membership-based network offering exclusive events, awards, strategic partnerships, and access to a vibrant community of purpose-driven leaders. This is a space where businesses—whether just beginning their purpose journey or leading the charge—can find support, credibility, and inspiration.

How Greater Purpose Will Transform the Canadian Business Landscape

Greater Purpose isn’t just a membership program—it’s a catalyst for systemic change. By creating a visible and influential network of businesses committed to purpose, it has the potential to shift industry norms, influence policy, and set a new standard for corporate leadership in Canada.

Here’s how:

Building a Purpose Economy – By aligning with global sustainability goals and encouraging companies to integrate purpose into their DNA, Greater Purpose will redefine how success is measured in Canada.
Encouraging Collaboration Over Competition – The network creates a space where businesses can share best practices, form strategic partnerships, and solve social and environmental challenges together, rather than in silos.
Shaping Public and Investor Perception – Greater Purpose will provide trustmarks, awards, and visibility tools to help members demonstrate their commitment to purpose—helping businesses attract customers, talent, and investors who prioritize impact.
Providing a Roadmap for Change – Not all companies are at the same stage in their purpose journey. Greater Purpose offers a scalable framework, allowing businesses to self-assess, set goals, and measure progress over time, ensuring authenticity over superficial commitments.

How Greater Purpose Will Transform the Canadian Business Landscape

Greater Purpose isn’t about being perfect—it’s about progress. It’s about meeting companies where they are, providing the tools to move forward, and holding space for the honest conversations that drive real change.

As it launches in 2025, Greater Purpose will set a new standard for corporate leadership in Canada—one where success is measured not just in financial returns, but in positive impact. The future of business is bold, inclusive, and driven by purpose. The question is: Will you be part of it?

www-greaterpurpose-inc-website-update

FROM THE HEART: Business as a Force for Good Isn't a Nice Concept. It's a Leadership Decision.

FROM THE HEART: Why We Quit Our Best Tool

From the Heart: Purpose isn't what you sell

From the Heart: What really drives change

From the Heart: Hands Up If You're In

A Year In Review: Shaping What Comes Next

Eleven Days Out: A Gathering Fueled by Generosity, Purpose, and Possibility

Greater Purpose Conference 2025: Why This Moment Matters | October 27–28, 2025 | The Carlu, Toronto

One Month In: How Greater Purpose is Building A Moment.

Confusion on Purpose : Reflections of a Purpose-Driven Leader

Introducing the Greater Purpose Awards

Welcome to Greater Purpose

How Greater Purpose Is Giving Canadian Businesses A New Way To Lead With Impact

Canada as a Social Purpose Leader

My Journey to Purpose

The Journey Begins

Taking The Plunge ﻿

Back to Business

Forging a New Path – Spire Philanthropy and The Partnership Conference

The Birth of SIPC: A Home for Our Community

The Road to Greater Purpose

Why Greater Purpose?

Why Now? The Urgent Need for Purpose-Driven Business

The Evolution from Partnership Conference to Greater Purpose

How Greater Purpose Will Transform the Canadian Business Landscape

How Greater Purpose Will Transform the Canadian Business Landscape

Taking The Plunge