On May 22, 2025, leaders and changemakers gathered for the Purpose Connections webinar to tackle a question that’s reshaping the business world: How can organizations integrate purpose into their core strategy to drive positive change—even in uncertain times?
The conversation, featuring Mike Rowlands (Canadian Purpose Economy Project and Junxion Strategy), Toby Barazzuol (Eclipse Awards), and Vanessa Marshall (Jack59), offered a candid look at why purpose-driven business is not just a trend, but a profound opportunity and a necessary response to the times we’re navigating.
What Does It Mean to Be Purpose-Driven
Mike Rowlands set the stage by defining the social purpose business as one that makes “an optimal, strategic contribution to the long-term well-being of all people and the environment.” This isn’t just about lofty ideals and vague aspirations. It’s about embedding purpose into every aspect of organizational operations—from governance and leadership through products and programs.
The Canadian Purpose Economy Project has set an ambitious goal: By 2030, 25% of Canadian businesses will have adopted, embedded, and be reporting on their social purpose, and collaborating with others to achieve it. Junxion Strategy, an internationally active advisory firm, is equally dedicated to accelerating the uptake of social purpose within their business clients and across sectors that have an outsized impact on business leadership and community well-being.
The Business Case: Purpose Pays
Why should businesses care? The numbers speak for themselves. Companies with a clear corporate purpose see 58% higher revenue and 63% higher returns on invested capital, among myriad other benefits. But it’s not just about profit. Employee engagement and innovation also soar in purpose-driven organizations. Hundreds of real-world examples show that purpose isn’t just good for the world; it’s good for the bottom line, too.
Purposeful Impact
Vanessa Marshall shared how Jack59 was born out of a desire to build a business that values people, community, and the planet. Vanessa’s view is that starting a business is akin to starting a community—a commitment to bringing people together for mutual benefit, whether they’re employees, customers, suppliers, or others.
Her passion is more for the company’s purpose than the products themselves, though Jack59 has developed a suite of products that successfully integrate Vanessa’s commitment to purpose, sustainability, and customers. By prioritizing sustainability and inclusivity, Jack59 has woven purpose into its very DNA—and consumers are responding. Today’s buyers are looking for brands that stand for something more, and companies like Jack59 are leading the way.
“Consumers increasingly demand purpose-driven businesses, which drives both profit and positive impact.” — Vanessa Marshall
Toby Barazzuol’s journey with Eclipse Awards echoed this sentiment. Toby was originally inspired after witnessing people’s meaningful emotional reactions to being recognized in public for their work or achievements.
Eclipse was launched to “to empower and uplift communities, making earth-friendly trophies to celebrate everyday people and unite the human spirit!” He sees this purpose as both an aspiration and a guide for decision-making.
As a grand aspiration, it has added “meaning to a lot of the work we do, adding focus and direction.” It’s also a differentiator and marketing tool that has helped Eclipse stand apart from competitors and peers.
As a decision-making guide, it helps to ensure that rather than following the latest trends (as many entrepreneurs are prone to do), Eclipse Awards maintains momentum toward its highest aspiration, making progress one award, one customer, and one celebratory moment of recognition at a time.
“Purpose is about why we do business.” — Toby Barazzuol
By embracing sustainability and articulating a clear social purpose, Eclipse has not only differentiated itself but also created a workplace where meaning and mission guide every decision.
Navigating Uncertainty with Purpose
In a world of constant change, purpose is a powerful compass. Mike Rowlands offered five pragmatic strategies for leaders:
- Stay calm and informed: The companies that will be most successful amid the current market turbulence are keeping their wits about them, looking for data on which to make crisp, informed decisions, while staying aligned to their purpose. For them, purpose is like a lighthouse guiding them through the storm.
- Engage your team: Leading organizations are meeting weekly (or more frequently) to compare notes, assess challenges and opportunities, and make decisions together. In chaos, even this little bit of structure can create the space for wise, collective decision-making.
- Plan more frequently: While it’s important to have a clear, unwavering purpose, and a vision that pulls your imagination five or more years into the future, the actual period of your plans is likely much shorter now. Ask, ‘What must we do for the good of the organization in the next 90 days? Or 30 days?’ Then do that and only that. This narrow focus on the highest priority will feel empowering and will drive progress.
- Collaborate with like-minded partners: Most social purpose companies have articulated a purpose that no single actor is likely to achieve alone. So opportunities abound with like-minded partners.
- Embrace opportunities—even in tough times: What would it look like for you to flip the script entirely: rather than falling victim to a scarcity mentality and focusing on all the problems, what if you forced an abundance mentality and started looking for the opportunities? Mergers, acquisitions, and new alliances always emerge during challenging times.
These aren’t just survival tactics—they’re a blueprint for thriving in the purpose economy of the future.
Why We Should All Care
Purpose-driven business isn’t just a moral imperative; it’s a strategic advantage. As the purpose economy grows, companies that put people and the planet first will be the ones that succeed—financially, socially, and environmentally. Whether you’re a business leader, employee, or consumer, the shift toward purpose impacts us all. It’s time to seize the moment and help build a future where business is truly a force for good.
Watch the full Purpose Connections webinar here.
Ready to navigate uncertainty and boost your performance through purpose? Let’s talk.