The momentum behind the purpose economy is growing, and our recent fireside chat was proof of that. A sold-out event, the discussion brought together industry leaders, professionals, and changemakers eager to explore how businesses can drive impact and growth through purpose. Allyson Hewitt, a Canadian Purpose Economy Project Ambassador, sat down with David Redfern, CEO of Lafarge Eastern Canada and Co-author of CPEP’s Call to Purpose, to discuss what it means to lead with purpose in today’s rapidly evolving landscape. Under David’s leadership, Lafarge Eastern Canada adopted a purpose to build progress for people and the planet, demonstrating how purpose can be integral to business success.
Embedding Purpose into Business Strategy
One of the most compelling takeaways from the discussion was that purpose is not just a moral imperative – it’s a business one. David emphasized that when purpose is embedded into a company’s core architecture, financial strategy, and day-to-day operations, it becomes easier to communicate and justify, both internally and externally. Companies that integrate purpose effectively are more resilient and better positioned for long-term success.
“Purpose serves as a guiding North Star. It helps organizations stay on course despite shifting landscapes.”
Navigating Polarization with Purpose
A key challenge facing purposeful leadership today is the increasing polarization around sustainability and social impact. David cautioned against the dangers of a zero-sum approach, where one side must lose for another to win. Instead, he championed a collaborative mindset, emphasizing that businesses, governments, and communities must work together to create solutions that benefit all.
“A zero-sum game is limiting, but when we lead with purpose, 1+1 can equal 3.”
This collaborative approach also extends to how sustainability is framed in different markets. In regions where climate change-related language is politically divisive, businesses can still drive progress by focusing on more acceptable language like energy efficiency, operational improvements, and cost-saving measures that advance purpose without fueling unnecessary resistance.
The Road Ahead: Staying the Course on Purpose
David reflected on how the past five years have been a charmed period for purpose-led business. Many leading voices such as policymakers and corporate executives, openly embraced and championed the integration of purpose into business. However, today’s socio-political landscape presents new headwinds. With increased polarization and shifting economic pressures, it may seem like the momentum behind purpose is slowing or even at risk of being reversed.
Purpose, however, is not a trend; it’s a fundamental shift in how business operates, and those who truly recognize its power will not abandon it overnight. David acknowledged that while the road ahead may be tougher, it’s in these moments that purpose proves its worth.
“This work is not easy. It requires conviction, patience, and a willingness to engage with people who may not immediately see things the way you do,” David shared. He emphasized that maintaining forward progress requires a commitment to listening, challenging business leaders to lean into difficult conversations with earnestness and tolerance. It’s through these moments of discomfort that real transformation happens.
A Call to Purpose: What’s Next?
As the conversation wrapped up, David reflected on why he remains hopeful. The sheer number of people engaged in discussions like this one – leaders actively seeking ways to embed purpose into their work – shows that the purpose economy is not just an idea but a movement. Now, more than ever, is the time to stay the course, build coalitions, and lead with purpose.
The Canadian Purpose Economy Project’s Call to Purpose is clear: we need more leaders, businesses, and communities to champion a new economy where social purpose businesses are the norm – thriving, growing and driving lasting impact . Let’s continue building a future where business is a force for good.
We extend our heartfelt thanks to David Redfern and Allyson Hewitt for their inspiring thought leadership and for sharing their perspectives on stewarding the purpose economy. A special thank you to our sponsors: Quinn+Partners for providing the venue and refreshments, as well as Lafarge Eastern Canada and Greater Purpose for their generous refreshments sponsorship.
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