A strong sense of purpose is vital to an organization. When purpose and products do not align, customers fail to connect in an authentic way. People often seek purpose and meaning in their own lives, therefore it makes sense that people would seek the same in the brands they support. After all, if an organization does not care about their “why”…why should customers care? In this week’s #ThursdayTop we have chosen our Top 3 Purpose-Driven Canadian Organizations across a range of industries. These companies are all certified B Corps among a growing list of over 150 Canadian organizations! Certified B Corps are for-profit companies certified by the non-profit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 2,400 Certified B Corps which we are proud to be a part of (https://goo.gl/M7utoK) working together toward 1 unifying goal: to redefine success in business. Without further ado, let us dive into our list of organizations that are putting their purpose first!
ME to WE
ME to WE (https://goo.gl/eyDvYD) is an innovative social enterprise that provides products that make an impact, empowering people to change the world with their everyday consumer choices. ME to WE’s purpose is to empower people and transform communities. They do this by shifting “me” thinking to “we” acting. Consumers are increasingly making more informed decisions about what they buy as well as what brands they support. This is where ME to WE creates options for those consumers, making sure their actions help empower people while transforming lives across the globe. ME to WE also has a charity partner, WE Charity, together the two have built more than 1000 schools around the world which has empowered more than 200,000 children with an education. In addition to this, hundreds of communities have benefited from water projects, sanitation projects, medical resources and alternative income programs.
The newest addition to the B Corp family, Encircled (https://goo.gl/S78Y6D) is a Toronto-based women’s clothing company that believes in doing more with less. Encircled promotes the idea of a ‘capsule wardrobe’ which is comprised of only the most loved items in your wardrobe thus embracing quality over quantity. Encircled’s mission is to help their customers pack lighter, creating clothing that is versatile in design, yet everlasting in style. Encircled is committed to bringing quality, sustainability and humanity back to the fashion industry.
Beau’s All Natural Brewing Company, Ltd.
The first Canadian B Corp brewery, Beau’s All Natural Brewing (https://goo.gl/vR7Mn4) is a family-run brewery that takes pride in creating certified organic craft beer, conceived with honest consideration for the environment as well as local communities. Beau’s All Natural commits to the thought that the world can be made a better place with tasty beer. Breweries have a history of being one of the cornerstones of local communities. With Beau’s, being local means being an active part of the community in which they serve. Beau’s is active in supporting more than 100 independent arts, music, community-building charitable organizations every year. In fact, Beau’s is aiming to achieve $5 million in donations to community-building groups, charitable organizations, and independent arts by 2025!
All three of these Canadian organizations have something to say, not something to sell. Purpose gives organizations a meaning, it easily answers the question “why do you exist?”. Purpose is more than just an explanation or a list of things your organization does. It is the “why” that propels an organization to success. Profits are important, however they should never be an organizations primary focus. It is through identifying your purpose, the impact your organization will have, that will lead to profit and success.