FROM THE HEART: I’m Confused

Brad noted in his opening remarks that conferences are strange and ephemeral. You pour your heart and soul into something for months, it happens, and then it's over, leaving behind a few hundred people changed in ways you can't fully account for, as well as a void. I've attended conferences over the years, but producing one is another thing entirely. The months leading up to Greater Purpose Conference West meant searching for speakers who represent genuinely diverse voices and experiences — not a box-checking exercise, but an actual attempt to put people on a stage who reflect the breadth of what purpose-driven work looks like (and we know we have more work to do here). You make calls, send emails, and you don't always know until the day of how it's going to come together. That uncertainty doesn't leave you, even when the agenda is set and you open the doors. Then you kind of disappear into it. Dashing to the bathroom between sessions. Mic check. Making sure speakers are present and ready. Grabbing half a meal standing up. I squeezed conversations in wherever I could and there were many missed connections. Producing this conference taught me something I suspect is true of most purpose-driven work: you don't always get to be fully present for the thing you're building. You catch it in glimpses. The change we're working toward rarely arrives on a visible timeline — you plant seeds in conversations, decisions, relationships, and trust they're taking root somewhere you can't yet see. As Rose Marcario said during our conversation: "you might not see the benefit of your labour, but you will be glad you laboured." Reading the messages that came in afterward — the LinkedIn posts, the survey responses, the notes from people who found the person they needed to meet — has been really gratifying. The top words from our attendee survey: Inspired and Connected. We hope you carry both forward and that we see you in Toronto in October, where the conversation will continue. P.S. The purpose economy movement is growing—and it needs your voice. If you haven't already, consider adding your name to A Call to Purpose —a commitment by Canadian business leaders to build a purpose economy. We also invite you to explore the Social Purpose Professional resource to learn steps for senior leaders to show up as social purpose amplifiers.

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.

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

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.

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

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

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

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!

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