A Call to Purpose

“At this time of economic challenges and rising inequality, pandemic recovery, and environmental emergencies, Canadians are calling on all sectors of the economy to contribute to health and well-being across society.”

So say some of the most prominent CEOs in Canada in ‘A Call to Purpose,’ an invitation to CEOs and peers to build a Canadian purpose economy.

Whether you’re a CEO or an individual, will you endorse A Call to Purpose and help catalyse a new kind of economy?

This is your opportunity to join the vanguard of CEOs and leaders of Canadian businesses, in support of a better tomorrow for future generations.

Let’s lead the way to a social purpose economy in Canada!

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A Call to Purpose: Building a Canadian Purpose Economy

At this time of economic challenges and rising inequality, pandemic recovery, and environmental emergencies, Canadians are calling on all sectors of the economy to contribute to health and well-being across society.

Canadians expect businesses and their leaders to deliver a positive social impact, enhance environmental sustainability, create value for stakeholders, demonstrate good governance, and generate profits. Increasingly, stakeholders, including customers and colleagues, investors and shareholders, community leaders and stewards of the environment, expect the business sector to be a positive force in society.

As CEOs and leaders of Canadian businesses who have embraced a social purpose to create a better world, we call on our peers to consider why their organizations exist and for whom.

Companies that have articulated and operationalized a social purpose as their meaningful reason to exist and are galvanizing their stakeholders around it, are leading their sectors across numerous critical areas. They are developing purpose-driven lines of business, products, and services, and generating more value, creating social benefits by the very act of conducting business.

Businesses that are committed to addressing societal challenges and creating stakeholder value are performing well—growing, meeting or exceeding the changing needs of their customers, and energizing their employees. We believe that over time social purpose businesses can enjoy greater…

  • Customer Loyalty, attracting and retaining customers and building long-term brand affinity.
    Employee Engagement, recruiting, retaining, inspiring, and motivating employees.
  • Stakeholder Relationships, building stronger relationships and enabling productive collaboration.
  • Social Capital, increasing trust and strengthening operations, while enjoying greater credibility.
  • Financial Performance, increasing revenues and access to capital, while reducing risk.
  • Innovation Generation, developing new customer value propositions, enabling transformation, and enhancing resiliency.

In our collective experience, social purpose companies are more likely to have a strong sense of direction that will position them to compete, navigate challenges, and achieve long-term growth. And this fuels their ability to better create meaningful outcomes for people and the planet.

With their purpose as their North Star, they unlock their assets, refine their products, extend their reach and influence, and leverage their scale to bring their purpose to life, helping society tackle challenges and putting Canada and Canadians on a path to a sustainable future.

As an increasing number of businesses adopt a social purpose as their reason for being and weave it into their value creation map, the economy, people, and the environment will all thrive.

We are calling on our peers—fellow CEOs and leaders of Canadian businesses—to discover their organization’s social purpose and leverage the fullness of their resources, expertise, and capacity for the betterment of our communities, businesses, and country.

Together, we can create a better tomorrow for future generations. Visit purposeeconomy.ca and join us in our efforts to lead the way to a social purpose economy in Canada.

I want to lead the way toward a social purpose economy in Canada

Once approved, your details will be publicized on this page. If you would like your details removed and your data deleted from our storage please email info@purposeeconomy.ca

Co-Authors and Endorsers

Darren Entwistle: CEO, Telus

Nancy MacKay: CEO, MacKay CEO Forums

Ivan Vella: Former Chief Executive, Aluminium, Rio Tinto

Michael McCain: CEO, Maple Leaf Foods

David Redfern: CEO, Lafarge Eastern Canada

Rob Wesseling: CEO, Co-Operators

Endorsers

Mary Ann Yule
President & CEO
HP Canada

Tamara Vrooman
President & CEO
Vancouver Airport Authority

Christine Bergeron
Former President & CEO
Vancity Credit Union

Pat Davis
CEO
BCLC

Toby Barazzuol
Dream Leader
Eclipse Awards

Derrick Emsley
CEO
tentree

Guy Cormier
President & CEO
Desjardins Group

Mike Rowlands
President & CEO
Junxion Strategy

Calvin MacInnis
President & CEO
Coast Capital Savings

Drew Collier
CEO
LGM Financial Services

Carol-Ann Brown
President
The Delphi Group

Coro Strandberg
President
Strandberg Consulting

Mike Gerbis
CEO
Profoundry

Richard Kouwenhoven
President & CEO
Hemlock Printers

Mary Ellen Schaafsma
Founder & Principal
Purpose Pathways Consulting

Roger J. Beauchemin
President & CEO
Addenda Capital

Kiirsten May + Alex Varricchio
Co-Owners
UpHouse Inc

Elizabeth Shirt
President
GLOBE Series

Suzanne Siemens
Co-Founder & CEO
Aisle International

Tony Scott
CEO
Pro-Claim Group

Liz McBeth
President
Armour Valve

Donovan Woollard
CEO
OPEN Technologies

David Yochlowitz
CEO
ABC Recycling

Jay-Ann Gilfoy
President & CEO
Meridian Credit Union

Hamish Khamisa
President & Chief Digital Officer
Sparx Publishing Group

Mengo McCall
Co-owner, Partner & President
Finest Beans

Mike Schilling
President & CEO
Community Savings Credit Union

Denise Taschereau + Sarah White
Co-Founders
Fairware

Paddy Harrington
CEO
Frontier Design Inc

Helle Bank Jorgensen
CEO & Founder
Competent Boards

Erik Brinkman
CEO
Brinkman Group

Shawn Good
President & CEO
Libro Credit Union

Adriana Spensieri + Ellie Rosen + Nelson Silva + Wesley Gee: Co-Owners
The Works Design Communications Ltd

Neil Thomson
Founder & CEO
Laid Back Snacks

Louise Schwarz
Co-Owner
Recycling Alternative

Latha Sukumar
Executive Director & General Counsel
MCIS Language Solutions

Paul Klein
Founder & CEO
Impakt

Mickey McLeod
Co-Founder & CEO
Salt Spring Coffee

Kevin Sitka
President + CEO
Assiniboine Credit Union

Bernard Tan
CEO & Co-Founder
RE Royalties Ltd.

Byron Sheardown
CEO
Web Express

Chelsea Gieschen
Vice President
Royal Printers Ltd

Michael Smith
President & Chief Impact Officer
Impact Bridge

Daryl Hatton
CEO
ConnectionPoint

Carter Li
CEO
SWTCH Energy Inc.

Lynn Mueller
President & CEO
Sharc Energy

Peter Georgariou
CEO
Karma Dharma

Phillip Haid
Founder & CEO
Public Inc

Catherine Rocheleau
Founder & CEO
Ignite Leadership International®️

Gavin Pitchford
CEO & Executive Director
Delta Management Group / Canada’s Clean50

Minto Roy
Co-Founder & Managing Partner
Social Print Paper Ltd

Raaj Chatterjee
CEO
MeaningfulWork

Sylvia Gedge
CEO
ScriptString.AI

Sanders Lazier
CEO
Carbonhound Inc

Hanieh Zahiremami
CEO
Edee Care Inc.

Antony Upward
Acting Executive Director
Flourishing Enterprise Co-lab

Gordon Holley
President &CEO
Humanity Financial Management Inc.

Angela Nagy
President & CEO
GreenStep Solutions

Kristy O’Leary
CEO
Decade Impact

Marc Stoiber
President
Brands Investors Love

Monique Morden
President
TIMIA Capital

Joanna Buczkowska-McCumber
CEO
Ideas for Impact Sustainability Agency

Holly Johnston
CEO
Hello Period! (Canada)

Matthew Tsang
Co-Founder, Partnerships Cultivator
AndHumanity

Elizabeth Watson
CEO
Watson Advisors Inc.

Stuart Lilley
CEO/Founder
ReFeed Canada

Maliha Aqeel
Founder & CEO
The Ideas Collective Inc.

Scott Sinclair
CEO
SES Consulting Inc

Jessy Wollen
Director & Founder
Shift Education Inc

Susan Fiedler
Founder
F Cancer Embrace Life

Susan Blanchet
CEO & Founder
Origen Air

David Hutchinson
President
Cause Leadership Inc

Precious Ile
Co-Founder & Principal
Impact Plus Consulting

Amanda Stassen
Chief Strategist & Founder
BIZU Innovation Group

Roxanne Leduc
CEO & Founder
Cap Inclusive

Gail Stepanik-Keber
Founder & CEO
Triniti Solutions Inc

Kim Alison Fraser
Founder & CEO
KAF Consulting Group

Sarah Nicole Martin
Founder & CEO
Optimal Affect

Steven Fish
Founder & Principal Advisor
Rawlings Fish

Jane Cox
Co-founder/Principal
Cause +Affect Design Lits.

David B Savage
President
Savage Management Ltd

Gordon Casey
CEO
Brave Technology Coop

Hilary Kilgour
Managing Partner & CEO
On the Hill

Benjamin Patton
Founder/CEO
TreeCycle

Christine Bergeron
President & CEO
Concert Properties

Keith Ippel
Co-CEO
Spring Activator Inc.

Alex Tveit
Co-Founder & CEO
Sustainable Impact Foundation

Tom Benson
CEO
WildPlay

David Nelson Elske
Co-Founder
People and Planet Consulting

Elaine Grotefeld
Partner
Latitude Cleantech Search

Chris Ward
President
Strategic Directions

Kim Fuller
Founder & CEO
Phil Inc

Dilesh Soni
Principal
thehumantouch

Donna Nelham
CEO & Founder
Unstitution

Emily Murgatroyd
Co-Founder
ivy Group

Robin Ashmore
CEO
All Purpose

Ian Lobo
CEO
the ninth planet

Marc-Andre Roy
Managing Partner
CPCS

Renee Mitchell
Co-CEO
Tandem Innovation Group

Marc Anson
CEO/Founder
HFN Time Tiles LP

Tony Pringle
CEO & Co-Founder
Quinn+Partners

Wendolyn Kauffman
Founder
Wendolyn Reputation Management

Avril Tomlin-Hood
Founder/CEO
boa

Faisal Nadeem
CEO
Texplasts

Frans Tjallingii
CEO
7Gen

Jon Duschinsky
Founder/Chief Impact Officer
centrepoint

Tiffany Goodlet
Founding Partner
Good-Wil Consulting Inc

Inder Nirwan
Founder/CEO
Kahani Pictures

Shaune Bowers
Founder/CEO
Plantd Skincare

Greg Tooke
Co-Founder
Light Trail Consulting

Samantha Richardson
CEO
Ethical Profit Agency

Michael De Bonis
CEO & Founder
Breakpoint Human Capital Management

Peter Poole
President
Arctos & Bird Management Ltd

Kathryn Andrews
CEO
Realise Change

Opreet Kang
Co-Founder
Core Firm

Ashley Sarauer
CEO & Founder
Ontoly Carbon

Jennifer Twiner McCarron
CEO & Chair
Thunderbird Entertainment Inc.

Calum Matthews
President

4Ever Strategies

Afdhel Aziz
Founder & Chief Purpose Officer
Conspiracy of Love Canada

Anthony Everett
Executive Chair & CEO
4VI Social Enterprise Group

Anne-Josée Laquerre
Executive Director & Co-founder
Quebec Net Positive

Jaime Zaporzan
CEO
Kindr

Rose Marcario
Partner
ReGen Ventures

Dan Pontefract
CEO
Pontefract Group

Danielle Smeltzer
CEO & Founder
Awarely Embodied Leadership

Genevieve Leclerc
CEO
Meet4Impact

Charles Holmes
Owner
CE Holmes Consulting

Dan Boucher
Chairman
vadiMAP

Jeff Hoffart
COO
Do Some Good

Jon Packer
Founder
Packer & Co

Sara Auld
Founder
Better Than Bouquets

Kathryn Andrews
CIO
Realise Change

Melodie Reynolds
Founder & CEO
Eluma Beauty

Husein Rahemtulla
Co-Founder & COO
Fresh Prep Foods

Emma Scott
CSO & Co-Founder
TalentMinded

Sharon Davis
Co-Founder
Giving Well

Duke Butler
CEO
Duke & Company

David Van Seters
President
Sustainability Ventures

Eric Franzo
Founder
Purposely

Bruce Hodges
Founder & CEO
Parachute

Jody Steinhauser
President
Bargains Group/Kits For a Cause

Lori Muñoz Malcolm
Founder & CEO
BrokersOfGood

Sarah Nicole Martin
Founder & CEO
Optimal Affect

Jamie Love
CEO
MatrixIT

Dina Vardouniotis
CEO
Payments and Partnerships

Supporters

Maureen Young
Victoria, BC

Peter ter Weeme
Vancouver, BC

Michael McKnight
President & CEO
United Way British Columbia

Helena Cynamon
Vancouver, BC

Trina Wamboldt
Kamloops, BC

Diane Strandberg
New Westminster, BC

Tessa Vanderkop
North Vancouver, BC

Nicaury Batista
Toronto, ON

Amanda Welschlau
Surrey, BC

Kelvin Saldern
Rossland, BC

Jamie Lauckner
KW-Downtown Kitchener, ON

Jamie Madill
Richmond, BC

Claire Elizabeth Williams
Vancouver, BC

Tara Walter
Port Coquitlam, BC

Tracey Lundell
Surrey, BC

Lauren Stanton-Nixdorf
Port Moody, BC

Rachel Dick
Victoria, BC

Ray Spaxman
West Vancouver, BC

Marc Coulombe
Burnaby, BC

Shaun McCumber
North Saanich, BC

Deborah de Lange
Toronto, ON

Meg O’Shea
Vancouver, BC

Jeff Tilly
Waterloo, ON

Catherine Wood
Toronto, ON

Carrie Lenkenhoff
Spruce Grove, AB

Laura Zubick
Vancouver, BC

Monika Marcovici
Vancouver, BC

Decia Wong
Burnaby, BC

Sarah Farano
East Gwillimbury, ON

Angie Woo
Vancouver, BC

Brett Surgenor
Richmond, BC

Courtney Johnston-Naumann
Edmonton, AB

Natasha Questal
Vancouver, BC

Tricia Hollyer
Vancouver, BC

Jessica E Bermudez
Burnaby, BC

Karen Alko
Vancouver, BC

Shannon Ward
Chief Growth Officer
Genus Capital Management Inc.

Cindy Chao
Toronto, ON

Hassan Ahmad
Toronto, ON

Mary Lou Miles
Vancouver, BC

Brent Lowe
Oakville, ON

Bob Willard
Whitby, ON

Darlene Clarke
North Saanich, BC

Alexandra Wilson
Ottawa, ON

Gordon Goldschleger
Toronto, ON

Dave Savage
Vancouver, BC

Penny Blesch
Vancouver, BC

Rafael Zlotnik
Toronto, ON

Nicole Stinson
Burnaby, BC

Denise Wanner
White City, SK

Janie Groulx
Stratford, ON

Charlotte Jewer
Halifax, NS

Carla Berquo
Guelph, ON

Jackie Cook
Vancouver, BC

Jodie Fichtner
Gibson, BC

Sri Priya Krishna Arul Kumar
Etobicoke, ON

Tyler Conway
Dartmouth, NS

Carolin Messmer
Vancouver, BC

Laura Melly
Sidney, BC

Eliana Trinaistic
Toronto, ON

Julia Pizzolato
Toronto, ON

Nancy Leung
St John’s, NL

Roxanne Schutz
Vancouver, BC

Eleanor Eden
Vancouver, BC

Chinazam Igwe
Moncton, NB

Hiwot Belai
Toronto, ON

Kirsten I’Anson
Vancouver, BC

Julie Sommerfreund
Toronto, ON

Preeya Varsani
Vancouver, BC

Valeria Marino
Calgary, AB

Kate Siklosi
Toronto, ON

Stacie Smith
Halifax, NS

Gwendal Castellan
Vancouver, BC

Michael Strang
North Vancouver, BC

Evan Luxenberg
Toronto, ON

Bareera Mirza
Milton, ON

Sandra Nomoto
Vancouver, BC

Rose Idalia Obregon
Toronto, ON

Karen Sander
Vancouver, BC

Lara Gerrits
New Westminster, BC

Arnel Lingat
Burnaby, BC

Selena McLachlan
Port Moody, BC

Adam Malcolm
Toronto, ON

Alexa Creelman
Kelowna, BC

Michaela Becker
Port Moody, BC

Nina Winham
Vancouver, BC

Dawn Hancock
Vancouver, BC

Deborah Harford
EVP Global Strategic Partnerships
Legible Media

David Hendrickson
Vancouver, BC

Jacques Bérubé
Coquitlam, BC

Nancy Wright
North Vancouver, BC

Natalia Verand
Vancouver, BC

Laura Iwan
Burnaby, BC

Bob Purdy
Vancouver, BC

Caleigh Campbell
Toronto, ON

David Gouthro
West Vancouver, BC

Farah Virani
Thornhill, ON

Anita Wolfe
Victoria, BC

Kim Lockhart
Coquitlam, BC

Celeste Giesbauer
Calgary, AB

Heather Ens
Ingersoll, ON

Keary Shandler
Vancouver, BC

Uranbileg Yondon
Victoria, BC

Stephane Chayer
Montreal, PQ

Juvarya Veltkamp
Squamish, BC

Jennifer Starr
Toronto, ON

Erin Keating
Winnipeg, MN