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:



1. 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​.
2. 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​.
3. 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​.
4. 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?