"My greater purpose is to help organizations find clarity on what really matters—so they can thrive while creating lasting, positive change. Through Purpose Pathways and my work across Canada’s Social Purpose movement, I support leaders to align with their highest impact, embed purpose into their culture, and grow the good—for people, planet, and future generations."

Mary Ellen Schaafsma is a seasoned Social Purpose Advisor and the founder of Purpose Pathways. With ten years at the forefront of Canada’s Social Purpose movement, Mary Ellen has empowered many leaders and organizations gain clarity on their optimal role in society and unlock their full potential as engines for growing the good in the world. 

As the former director and co-creator of the Social Purpose Institute at United Way BC, Mary Ellen played a pivotal role in shaping purpose-driven strategies and programs that inspired organizations across the country. She has carried that experience forward into strategic and tailored Social Purpose work with businesses, associations, and charitable organizations.

Her deep expertise, infectious enthusiasm, and commitment to collaboration make her a trusted guide for leaders seeking to align their organizations with the needs of people and the planet. Her approach combines strategic insight with practical tools, empowering clients to embed purpose into their culture, engage stakeholders, and create their optimal impact as an organization. Clarity and focus on what really matters is key, and she has a way of helping cut through the noise.

Mary Ellen is passionate about seeing organizations thrive while leaving a legacy of positive change. She draws on 20 years of experience in health system transformation, evidence-based strategy, and purpose ecosystem leadership – including building national and international initiatives and multi-sector coalitions – cultivating leadership that makes the world better now and for future generations.