Purpose Talks

In our LAST episode of the season, we talk to 3 change-makers about climate misinformation and what it means for business leaders. Stop Funding Heat, a climate campaign group, said 2021 was the worst year yet for climate misinformation spreading on Facebook with a 70.6% rise in engagement on posts containing false information about the environment. They also claimed that only 3.6% of content flagged as climate misinformation is fact-checked. In this episode, we tackle how consumers and businesses are affected by this and how we need to recognize climate misinformation as one of the biggest barriers to halting the climate emergency. We spoke to an academic, a journalist and an advertising professional who explained the history of climate misinformation, what it is, how it spreads, how advertising and journalism play a role and how leaders can positively engage with it. We chat with: John Cook - Post Doc Research Fellow at the Climate Change Communication Research Hub John is a postdoctoral research fellow with the Climate Change Communication Research Hub at Monash University. His research focus is on using critical thinking to build resilience against misinformation. In 2007, he founded Skeptical Science, a website that won the 2011 Australia Museum Eureka Prize for the Advancement of Climate Change Knowledge. In 2020, he published the book Cranky Uncle vs. Climate Change applying critical thinking, inoculation research, and cartoons to engage and educate readers about climate misinformation. He recently released the Cranky Uncle game, combining critical thinking, cartoons, and gamification to build players’ resilience against misinformation. He currently works with organizations like Facebook and NASA to develop evidence-based responses to climate misinformation. Harriet Kingaby - Co Chair of the Conscious Advertising Network Harriet is an activist, working at the intersection of advertising, AI and misinformation. Her role at Media Bounty focuses on insight gathering and climate misinformation across a range of groundbreaking clients and projects from electric vehicles to green finance. She co-founded The Conscious Advertising Network with Jake Dubbins of Media Bounty in 2018 and has since seen it gain international recognition, work with the UN, and grow to over 150 members from O2 to Accenture Interactive. She’s a former Mozilla Fellow, working with Consumers International to map the opportunities and impacts of AI enhanced advertising, globally. Lina Yassin - Operations Manager at Climate Tracker Lina is a Sudanese climate journalist. She is a Master student in environmental change and management at the University of Oxford. Lina also works as the Operations Manager at Climate Tracker, where she implements capacity-building programs for environmental journalists from all over the world. Climate Tracker believes in the power of journalism, but recognizes that many young journalists don’t have the training, resources or support to identify and tell the climate stories they want to. They also recognise that this challenge is often greatest in the countries hardest hit by climate change. ---- We have teamed up with our friends at Heart Mind Design to bring you an interactive event to turn the lights on purpose-driven business and start setting impactful to-dos.On December 6-7, we are hosting PurposeNOW, an international 2-day virtual gathering to discover, claim, and put purpose into practice with speakers like Afdhel Aziz and Chip Walker (StrawberryFrog) and companies like B Lab Europe, Doughnut Economics, Greyston Bakery and many more. It is FREE to attend! https://www.purposenow2021.com/ Join 1400+ purpose-driven professionals from around the world and sign up to our Business of Purpose community here. We are a fun group of change makers working together to change the future of business! Browse Business of Purpose’s exciting events here & come hang out with us! Have thoughts or feedback about the...

We are wrapping our investigation on alternative ownership models in Part 2. If you haven't listened to Part 1, give that a listen to first. We are featuring forward-thinking business leaders who are rehauling corporate ownership. They are on a mission to are reimagine how companies can exist in our capitalist system. How can we put purpose first? How can our profits directly serve our purpose? This is where alternative ownership comes into play. Last week, we discovered why we need alternative ownership models, what steward ownership is and how companies are implementing these new structures. In this episode, we dive deeper into the benefits and challenges of steward ownership and where companies should start when considering alternative models. We chat with: New Seasons MarketsoulbottlesPurpose Foundation Sharetribe We have teamed up with our friends at Heart Mind Design to bring you an interactive event to turn the lights on purpose-driven business and start setting impactful to-dos.On December 6-7, we are hosting PurposeNOW, an international 2-day virtual gathering to discover, claim, and put purpose into practice with speakers like Afdhel Aziz and Chip Walker (StrawberryFrog) and companies like B Lab Europe, Doughnut Economics, Greyston Bakery and many more. It is FREE to attend! Tickets will be released on November 8th. https://www.purposenow2021.com/ Join 1400+ purpose-driven professionals from around the world and sign up to our Business of Purpose community here. We are a fun group of change makers working together to change the future of business! Browse Business of Purpose’s exciting events here & come hang out with us! Have thoughts or feedback about the show? Don’t be a stranger! Email me at izzy@businessofpurpose.com Tools and resources: https://purpose-economy.org/en/who-we-are/https://bthechange.com/democratizing-capital-how-alternative-business-ownership-models-could-reshape-the-world-5ee09db1f31ahttps://www.alternativeownershipadvisors.com/blog/illustrated Stats, stories and insights mentioned: https://www.ecommercebytes.com/2017/11/30/etsy-gives-b-corp-status-maintain-corporate-structure/https://medium.com/bettersharing/steward-ownership-is-capitalism-2-0-76a1c50a6d88https://medium.com/bettersharing/how-to-build-companies-that-are-a-force-for-good-in-society-33163843033e The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by the brilliant Terence Moore. The music is by The Other Steve. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer.

In this episode we talk to 3 change-makers about how they are reinventing company ownership for the good of the planet and company legacy. One of the stickiest problems social impact companies face is how to scale without selling out. In our current capitalist system, we have been taught to aim for continual growth and shareholder value maximization. But that inevitably leads to employee attrition, inequality, and resource degradation. In this short termist mindset, organizations thrive by neglecting their wider social obligations – but leaders and consumers are looking to change that to protect their company values, control and surrounding communities. Some business leaders are reimagining how companies can exist in this system. How can we put purpose first? How can our profits directly serve our purpose? This is where alternative ownership comes into play. In this episode, find out why we need alternative ownership models, what steward ownership is and how companies are implementing these new structures. This is part 1 of 2. Stay tuned for part 2 next week where we dive deeper into the benefits and challenges of steward ownership and where companies should start when considering alternative models. We chat with: New Seasons MarketsoulbottlesPurpose Foundation Sharetribe We have teamed up with our friends at Heart Mind Design to bring you an interactive event to turn the lights on purpose-driven business and start setting impactful to-dos.On December 6-7, we are hosting PurposeNOW, an international 2-day virtual gathering to discover, claim, and put purpose into practice with speakers like Afdhel Aziz and Chip Walker (StrawberryFrog) and companies like B Lab Europe, Doughnut Economics, Greyston Bakery and many more. It is FREE to attend! https://www.purposenow2021.com/ Join 1400+ purpose-driven professionals from around the world and sign up to our Business of Purpose community here. We are a fun group of change makers working together to change the future of business! Browse Business of Purpose’s exciting events here & come hang out with us! Have thoughts or feedback about the show? Don’t be a stranger! Email me at izzy@businessofpurpose.com Tools and resources: https://purpose-economy.org/en/who-we-are/https://bthechange.com/democratizing-capital-how-alternative-business-ownership-models-could-reshape-the-world-5ee09db1f31ahttps://www.alternativeownershipadvisors.com/blog/illustrated Stats, stories and insights mentioned: https://www.ecommercebytes.com/2017/11/30/etsy-gives-b-corp-status-maintain-corporate-structure/https://medium.com/bettersharing/steward-ownership-is-capitalism-2-0-76a1c50a6d88https://medium.com/bettersharing/how-to-build-companies-that-are-a-force-for-good-in-society-33163843033e The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by the brilliant Terence Moore. The music is by The Other Steve. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer.

In this episode we talk to 3 change-makers about how brands can use sustainability certifications as a framework to grow their social impact initiatives. It seems like every month there's a new certification program to adhere to or another label to identify on products. At this point, there are hundreds of ways to define sustainability and consumers don’t know what to look for anymore. How do we navigate the ocean of certification programs? Are labels the best way for companies to communicate their social impact or are they just another vehicle for greenwashing? In this episode, we filter through the ocean of certifications and talk to three certification programs that truly get it right. You will learn why companies should look to labels as a way to reach their sustainability goals, how certification programs can increase local impact and what the future of sustainability certification looks like. We chat with: Rebecca Quirk (she/her) is a Community Engagement Manager at B Lab US & Canada where she works with North American based B Corps to make the most of the certification and scale their impact. Certified B Corporations are a new kind of business that balances purpose and profit. There are over 4000 B Corps and each is legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. Aparajita Bhalla is the Senior Director of Markets Transformation at the Rainforest Alliance, an international NGO on a mission to create a more sustainable world by using social and market forces to protect nature and improve the lives of farmers and forest communities. She leads Rainforest Alliance's corporate engagement portfolio, which focuses on influencing corporate policy, resources, behavior and practices for the betterment of farmers and forest communities across the globe. Kate Williams is CEO of 1% for the Planet, a global movement that inspires action and commitment so that our planet and future generations thrive. 1% for the Planet’s global network of thousands of businesses and individuals have given $100s of millions to environmental partners to date. Join 1300+ purpose-driven professionals from around the world and sign up to our Business of Purpose community here. We are a fun group of change makers! Browse Business of Purpose’s exciting events here & come hang out with us! Have thoughts or feedback about the show? Don’t be a stranger! Email me at izzy@businessofpurpose.com Dive deeper into TrendWatching’s Label-Led MakeShift issue & make sure to check out our monthly MakeShift issues here. Check out Brandon Stover’s podcast, Evolve with Brandon Stover. He has lots of cool guests on there! Tools and resources: B Impact AssessmentRainforest Alliance 2020 Certification Program1% for the Planet Business Membership Stats, stories and insights mentioned: Swedish labeling schemeCapgemini surveyBrewDog employee letterFollow the Frog campaignColombian coffee study & other insights3% of philanthropy goes towards environmental causes The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by the brilliant Terence Moore. The music is by The Other Steve. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer.

You thought we would leave you on hold until September?! You thought wrong... We are doing a quick check-in to summarize what we learned in the first 3 episodes, which quotes & insights we couldn't include, and what listeners think so far. Oh, and we added a cheeky blooper reel for you. Thanks for the kind words: Judit Saez, Jennifer Yepez-Blundell from Merida Consulting, Angelica Rizzo from B.COME, and Stacy Neier Beran from Loyola University. A recap of our guests so far: LemonadeGorilla Conservation CoffeeQuartiermeisterDeedOutland DenimClean CollectiveGreyston BakerySan PatrignanoThe Marketing JournalBrand Activism: from Purpose to ActionHella Social Impact.Tony's Chocolonely Next full episode comes out in September! In the meantime, give me a shout: izzy@businessofpurpose.com The podcast is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by Terence Moore. The music is by The Other Steve.

In this episode, we talk to 3 change-makers about how brands can be activists for social good. Just over 50 years ago, Nobel laureate Milton Friedman published his famous essay arguing that the social responsibility of businesses is to increase profits. Since then, his opinions have been fiercely debated and the business community has begun reimagining the intrinsic role of business. Now, we have reached another critical point in the debate: should brands even engage in political and societal issues? This is the concept of brand or corporate activism: the idea that a brand acts a vehicle for social good. In this episode, we will cover what brand activism means, the difference between authentic activism and a misleading PR campaign, what it means to show up for racial justice, the importance of industry collaboration, and whether it is even ethical for brands to engage in political and societal issues. We chat with: The Marketing JournalBrand Activism: from Purpose to ActionHella Social ImpactTony's Chocolonely Join 1300+ purpose-driven professionals from around the world and sign up to our Business of Purpose community here. We are a fun group of change-makers! Sign up to our interactive live Q&A with Lynn Johnson on July 20th. We will be taking your questions on how you and your organization can proactively show up for racial justice. Browse our other exciting events here & come hang out with us! Do you want to become a purpose innovator? Then take TrendWatching’s NEW Academy course and use this exclusive promo code: Purpose10 Read the full transcript here. Tools and books mentioned: Brand Activism: From Purpose to ActionRacial Justice Spectrum AssessmentTony’s Open Chain - 5 Sourcing Principles Stats and insights mentioned: https://www.adweek.com/commerce/consumers-want-brands-to-take-a-moral-stand-on-racial-justice-edelman-study-shows/https://sproutsocial.com/insights/data/social-media-activism-in-2020/https://www.consulting.us/news/4350/most-americans-expect-brands-to-take-stand-on-racismhttps://www.edelman.com/sites/g/files/aatuss191/files/2021-01/2021-edelman-trust-barometer.pdf We are taking a little summer break. Next episode comes out in September! The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by Terence Moore. The music is by The Other Steve and we had research help from Thomas Klaffke, Raquel Muzquiz, Bruna Boucinha and Ly Khuc. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer.

This last year shook up the labour market – we saw some industries experience drastic layoffs and we also saw some companies desperately seeking out more staff. So is there a shortage of talent? Or are we just hiring wrong? The hiring process is a hotspot for implicit bias. There are many barriers such as justice involvement, migration backgrounds, disabilities, and language skills that hold people back from the workforce. In this episode, we talk to four companies who have implemented an inclusive or open hiring model to widen their talent pool and give routinely sidelined groups an actual chance to participate in the labour market. Outland Denim Clean Collective Greyston Bakery San Patrignano Quick housekeeping note: There are a few moments where an audio pans rapidly from left to right. Don’t panic! It’s not your headphones. Our amazing editor Terence did all the audio black magic to fix this but you might still hear it on your headphones. We recommend listening on speakers if possible. Enjoy! Are you an advocate for a more equitable and sustainable business world? Want to feel inspired by other like-minded leaders? Join our community of over 1,200 purpose-driven professionals at: https://www.businessofpurpose.com/community Want to get yourself some ethical denim? Head to Outland Denim and use the code: Business10 Do you want to become a purpose innovator? Then take TrendWatching’s NEW Academy course and use this exclusive promo code: Purpose10 Want to learn more about inclusive and open hiring? Here is some further reading: Greyston Center for Open HiringFORBES: From Open Hiring To Negligent Hiring: How To Reduce Risk And Promote InclusivityMEDIUM: Inclusive Hiring: Why it’s hard, why it’s important, and how you can start making a difference. Next episode comes out July 15th! The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by Terence Moore. The music is by The Other Steve and we had research help from Thomas Klaffke. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer.

Gone are the days of strict divides between for-profit companies and non-profit organizations. Companies are forced to acknowledge their role in society and oftentimes this is where the discussion around “giving back” is introduced. In this episode, we travel from Berlin to Bwindi and talk to four companies who have embedded a giveback element into their daily operations, not just as a sales tactic or a “purposewashing” campaign, but as a genuine vehicle to drive real change. LemonadeGorilla Conservation CoffeeQuartiermeisterDeed Are you an advocate for a more equitable and sustainable business world? Want to feel inspired by other like-minded leaders? Join our community of over 1,200 purpose-driven professionals. Want to purchase some delicious Gorilla Conservation Coffee? Use the code: giveback. You can purchase GCC at the following websites: simbimall.com, greenspoon.co.ke, gorillacoffee.co.nz, onlinevetstore.co.nz, hilda.com.au, gccoffeeusa.com, moneyrowbeans.com Want to purchase some Quartiermeister beer & merch? Use the code: purposetalk. You can purchase here: www.quartiermeister.org Do you want to become a purpose innovator? Then take TrendWatching’s NEW Academy course and use this exclusive promo code: purpose10 The episode is the brainchild of TrendWatching and Business of Purpose. It was produced, written and hosted by Izzy Ahrbeck and edited by Terence Moore. The music is by The Other Steve and we had research help from Thomas Klaffke, Raquel Muzquiz, Bruna Boucinha and Ly Khuc. Podcast artwork by Zuzanna Loch and Nikki Ritmeijer. Have comments, questions, guest recommendations? Email Izzy at izzy@businessofpurpose.com Next episode comes out June 17th Want to dive deeper into some of the insights mentioned during the show? Fortune: Why Companies That Give Back Also Receive Deloitte Insights: Purpose is everything Mintel PR: 73% OF AMERICANS CONSIDER COMPANIES CHARITABLE WORK WHEN MAKING A PURCHASE We do not own the sound effects and third-party audio clips in the episode. All the rights are reserved to the following owners at these links: https://www.youtube.com/watch?v=3ctoSEQsY54https://www.youtube.com/watch?v=wjTZfbfr3QI&ab_channel=ConcerningRealityConcerningReality

Business of Purpose and TrendWatching are launching their FIRST podcast! Purpose Talks sets the stage for the new business world where purpose talks over money. Tune into topic-focused discussions with the leaders & vanguards who are shaking up the purpose-driven business scene. We feature brands from around the world including Deed, Lemonade, Outland Denim, Tony's Chocolonely and many more. Whether you are clued into the for-purpose world or are just curious to find out more, you'll leave every episode with a wealth of new insights. Maybe even a cool topic for the dinner table. Our first episode comes out May 20th – you are going to want to put that one in the calendar.