Last month I wrote about my motivations for working with purpose-driven clients as well as measures we’re taking to ensure Studio Bifrost has a more positive impact in the world in as many ways as possible.

I described what defines purpose-led people, businesses, or organisations, so let’s flesh that out with some examples of purpose-led brands, organisations, and initiatives.

Purpose-led brands

Many well-known brands can be described as purpose-led. Here’s just a few:

• Patagonia – Since its founding nearly 50 years ago, this outdoor clothing company has been purpose-led from the start by making environmental sustainability a core part of its mission. They donated 1% of sales to environmental causes and encouraged customers to repair rather than replace their products in their 2011 “Don’t Buy This Jacket” campaign. In 2022, the brand felt that although they were both a certified B Corp and a California benefit corporation, they weren’t doing enough. They, therefore, transferred ownership of the business to a trust and non-profit so that all profits after reinvesting in the company can be used to fight the climate crisis.
• Ben & Jerry’s – This ice cream brand has always used its platform to champion various causes, such as climate change action, LGBTQ+ rights, and supporting fair trade. They have launched a variety of flavours to target specific issues; for example, in 2021, American football player and racial equality activist Colin Kaepernick partnered with Ben & Jerry’s to create the vegan flavour “Change the Whirled”.
• Lush – Founded in 1995 to create ethically sourced, cruelty-free, handmade cosmetics, Lush has always been loud about its commitment to social justice. Through its "Charity Pot" program, Lush actively supports grassroots organisations, donating millions to causes like LGBTQ+ rights, climate change activism, and anti-animal testing initiatives.

While these three examples above have all been purpose-driven from the start, it’s not the only way to do it. Some brands have pivoted into it, like this one:

• Dove – Dove’s 2004 “Campaign for Real Beauty” shifted the brand into becoming purpose-led, focusing on celebrating diverse body types, building self-esteem and promoting body. Dove continues tackling issues like body shaming and self-esteem among young people, notably through the Dove Self-Esteem Project, which provides educational resources to boost confidence and foster a healthier self-image worldwide.

Charities

It almost goes without saying that all charities, Community Interest Companies (CICs) and non-profit organisations are purpose-led rather than profit-driven!

Initiatives

There are many purpose-driven initiatives that projects, brands and organisations can align themselves with or take part in. Here are two of the most well-known:

• UN Sustainable Development Goals – This is one of the most significant purpose-driven initiatives worldwide. The 17 SDGs (Sustainable Development Goals) aim to address global challenges such as poverty, inequality, climate change, and environmental degradation by 2030.
• B-Corp Certification Movement – Companies that become certified B Corporations commit to meeting high social and environmental performance standards, transparency, and accountability. This certification reflects a company’s dedication to balancing profit with purpose. Recertification must be completed every three years, ensuring all B-Corps continue their commitment.

Examples of Studio Bifrost purpose-led projects

Although we’re just starting to call ourselves purpose-led, we’ve already been seeking out and working with purpose-driven clients and projects.

• Full Circle Continuous Improvement As an EV driver herself, managing director Liz Allan identified problems in the electric vehicle (EV) infrastructure, which is hampering conversion to electric vehicles in the UK and beyond. This spurred Full Circle’s pivot and rebrand into working with charge point operators, helping them to bring about organisational changes and create better user experiences.
• Adeptina After her late ADHD diagnosis, Tina Squire founded Adeptina to help other neurodivergents in the corporate environment. Coaching is a key way to help level the playing field for neurodivergent individuals working in a neurotypical world, especially for those who are late-diagnosed and have a lifetime of masking to undo.
• Wrexham Food Partnership, One of our most recent projects (case study coming soon!), covers a lot of purpose-led ground in alignment with the UN Sustainable Development Goals. One of over 50 food partnerships across the UK, Wrexham Food Partnership has been set up to facilitate positive changes in the food chain for individuals and businesses in Wrexham and the environment. Their aims include alleviating food poverty, educating and bringing together communities, reducing food miles and waste, and supporting the development of a more sustainable, profitable, and diverse food supply for all.

Conclusion

Purpose-led brands, organisations and projects can be found in all sectors, offering a vast array of products and services, but they all share a desire to make the world a better place by doing things differently. Whether your business has been purpose-led from the start or you’ve pivoted, it all counts!

A partnership made in heaven?

Feeling inspired? We'd love to help! We are a team of collaborators that enjoy nothing more than partnering with ambitious clients. Get in touch if you'd like to talk through your next project or get some advice.