Latest news with #businessForGood
Forbes
24-06-2025
- Business
- Forbes
Making Your Business A Catalyst For Good
Natalie Ruiz, CEO of AnswerConnect, leads with a human-centered approach, blending tech with real connections to help businesses grow 24/7. Early in my career, I thought that running a successful company meant maximizing revenue and minimizing costs. Today, I know that the true competitive edge lies in using business as a catalyst for positive change. This belief echoes Simon Sinek's idea of playing an "infinite game," where the goal isn't to beat a rival once but to build something that matters. The New Era Of Business: More Than Profit Ask yourself: Why do customers really choose one brand over another? Yes, they care about price and quality—but increasingly, they choose companies that share their values. In fact, a recent survey by the Edelman Trust Barometer showed that 84% of people need to share values with a brand to consider buying from it. Likewise, top talent isn't just looking for a paycheck; they're searching for meaning. Because today's stakeholders demand more from businesses, companies that make purpose part of their everyday operations aren't just doing good—they're building resilient, future-ready organizations. Turning Intent Into Impact Consumers are savvy and can easily see past a company paying lip service to a cause they feel strongly about. You can't just bolt on a charity program as an afterthought and expect to reap the benefits. Instead, try to weave social responsibility into everything you do. Here are some examples from my own company's experiences: At my company, every employee can receive paid hours to volunteer for causes they love—whether it's mentoring at-risk youth, packing meals at a food bank or planting native flowers at a community park. Because we trust our people to choose their own impact areas, the results feel authentic and deeply personal. When your colleagues share stories of late-night beach cleanups or multigenerational reading sessions at local schools, you see a culture that breathes generosity. These narratives fuel pride, spark referrals and make your business a magnet for people who want their work to count. Beyond role-specific training, we pay each team member to explore subjects that ignite their curiosity—mindfulness, data science, creative writing, you name it. We dedicate time and money specifically to learning, sending a clear message that growth is a company priority. Encouraging people to share what they have learned is crucial, too. These discussions turn individual discoveries into shared knowledge and help people build relationships across departments. In partnership with reforestation experts, we've funded the planting of over 1.7 million trees worldwide. Because climate action can't wait, we're proud to back projects from rural Costa Rica to woodlands in Scotland—each sapling is a promise to future generations. This shouldn't be just a side initiative but fully integrated into your brand narrative. When customers and prospects know you care about the planet, it makes them feel part of something bigger. Why Doing Good Drives Better Business Integrating purpose isn't philanthropy for philanthropy's sake—it's a strategic investment. Here's how it pays off: Attract And Retain Talent: According to iSolved Talent Acquisition, "75% of Gen Zs and Millennials say that an organization's community engagement and societal impact are important factors when considering a potential employer." They seek flexibility, inclusivity and employers who back causes they believe in. Boost Engagement: According to another study, employees who volunteer or learn new skills report higher job satisfaction and stay longer. Therefore, turnover drops and productivity rises. Win Customer Loyalty: Today's consumers favor brands that share their values. Showing that you care about the community and the planet builds trust and repeat business. Because purpose initiatives become part of your brand story, they differentiate you in crowded markets. You're not just another vendor; you're a partner in positive change. Future-Proofing And Aligning With Tomorrow's Generations For Gen Z, meaning matters more than money. They seek employers who live their values, not just preach them. By embedding social impact today, you'll win—and retain—this influential talent pool. Born into a digital and climate-aware world, Gen Alpha will demand that brands and employers demonstrate real social and environmental commitments. Preparing now means you'll be their go-to choice when they enter the job market and decide where to spend. Purpose Is Your Long-Term Advantage When you make social good part of your business model, you aren't just ticking a box. You build a stronger, more engaged team, deepen customer loyalty and carve out a unique market position. Purpose fuels performance. Purpose attracts talent. Purpose wins hearts. So here's my challenge to fellow leaders: Don't treat purpose as an afterthought. Make it your catalyst for growth, your differentiator, your "infinite game" strategy. When business becomes a force for good, we all rise—and that's the greatest legacy any company can leave. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Forbes
17-06-2025
- Business
- Forbes
Lead With Purpose, Win With People: What Top Leaders Know
In a world where every company seems to claim purpose, B Corps are one of the few proving it—in action, not just intention. That was on full display at the recent BLD Mountain West gathering in Denver, where B Corps and 'B Curious' leaders from across Colorado and the Rockies came together to share, challenge, and celebrate what it means to use business as a force for good. The conversations were diverse—from carbon accounting to workforce development—but one theme echoed across the most impactful stories: when leaders allow people to follow their passions in alignment with company values, everyone wins. It may sound risky—like a formula for chaos or drift—but the evidence shows it's the opposite: it's how you unlock sustainable performance, from the inside out. In other words, it's Leading in 3D. The Lead in 3D framework is a method for aligning a leader's investments of time, energy, and attention across three dimensions: Me (personal wellbeing), We (team performance and culture), and World (the broader impact of our work). This multidimensional leadership isn't a luxury; it's a necessity in today's purpose-driven, resource-constrained world. And as two standout leaders from the BLD event showed, giving people permission to pursue passion projects that align with shared values can light up all three dimensions at once. Jennifer Riley-Chetwynd, interim CEO of the Denver Botanic Gardens, shared a powerful story of values-based leadership in practice. When she was earlier in her career at the Gardens, she was encouraged by the former CEO to dedicate time and energy to her personal passion: water conservation. Following her passion for water conservation helped Riley-Chetwynd build an impactful and successful ... More career. At first glance, it might not have been the most obvious fit for a public garden. But the alignment was there—botany, sustainability, and environmental stewardship are deeply interconnected with water. And rather than stifle that drive, leadership made space for it. That decision not only unlocked Riley-Chetwynd's full engagement and commitment, but helped deepen the organization's role in regional water education and conservation work. Her passion became a platform for broader impact—and eventually part of her pathway to leadership. It's a textbook example of the Me-We-World connection in action: honoring individual purpose, enriching team culture, and expanding community impact. The Horizon Organic story is one many in the B Corp world were watching closely. After being acquired by Platinum Equity from Danone, there was widespread uncertainty: Would the new ownership continue the company's commitment to values? Would B Corp certification fall by the wayside? Catherine Musulin, Head of Mission and Sustainability at Horizon Organic, didn't let those questions go unanswered. Instead, she led a fast, rigorous, and transparent process to garner internal support for the effort and successfully certify both Horizon and Wallaby as B Corps under their new ownership—a move that proved the brands' commitment to impact in the face of change. To get the necessary buy-in, she acknowledged the potential risks to the business: failing the audit could have meant costly packaging overhauls and loss of trust with values-aligned employees and consumers. But more importantly, it would've compromised a deeply held belief that business and impact don't have to be in conflict. 'B Corp is so much more than a certification,' Musulin wrote. 'It's a journey of continuous improvement and transformation.' As she explained, 'Purpose isn't something you define and set aside—it's something you live and evolve with. There will be moments of doubt or challenge, but staying connected to why you do what you do keeps the momentum going.' Horizon Organic Farmer Partners practice regenerative agriculture because they want their children ... More and grandchildren to breathe clean air and eat healthy food. Fortunately, the results speak for themselves: the effort put forth; the high score well above the certification's required threshold; and the brand's demonstrated commitment to B Corp's high standards. Horizon stands as a proof point that private equity-backed companies can and do lead with purpose. According to Musulin, the journey forward won't be powered by checklists. It will be powered by people. In her talk, Musulin described meeting a Horizon farmer practicing regenerative agriculture—not because it was required, but because he wanted his grandchildren to breathe clean air and eat healthy food. His personal 'why' was the most powerful form of compliance. By leaning into those deeply felt passions and moments of connection—rather than merely conducting a technical audit—Musulin believes Horizon can harness intrinsic motivations at every level of the business. These stories illustrate what B Corp leaders have known for years, and what more traditional organizations are waking up to: the most effective and resilient form of impact comes from within. It's tempting to think that purpose has to be assigned, architected, or branded. But more often, it already exists—in your people, your suppliers, your customers. The leadership opportunity is not to dictate it, but to recognize, support, and amplify it. Whether you're leading a nonprofit, a PE-backed business, or a values-driven startup, here are three ways to apply this principle: As Musulin reflected, 'Purpose doesn't just drive results; it sustains them—even when things get tough.' In the ongoing work of rehumanizing leadership, BLD Mountain West was a much-needed reminder: your people are your strategy. And when you lead in 3D - nourishing their wellbeing, tapping into their unique strengths, and supporting their sense of purpose - you don't have to choose between performance and passion. Letting passion lead isn't risky. It's a strategy for sustainable success. Letting passion lead isn't risky. It's a strategy for sustainable success.
