Investing in Sustainability-First Consumer Brands with The Craftory

Bill Bedrossian was set on becoming a stockbroker. With a job lined up in Chicago’s financial district, he was focused on financial and professional success. But one afternoon, while walking to lunch, he stepped over a man experiencing homelessness without even noticing him. The man shouted after him, calling Bill out for his fancy suit and “little problems” while the homeless man was unable to get something to eat. Faced with another human just fighting to survive, Bill realized he had been preoccupied by things that, in the end, didn’t really matter. The encounter shook him. Weeks later, he left his career behind and enrolled in graduate school for social work.Now CEO of Covenant House, Bill leads one of the most impactful organizations supporting youth experiencing homelessness. Founded in 1972, Covenant House provides shelter, support, and essential services to young people who have no safe place to call home—whether they’re aging out of foster care, escaping trafficking, navigating life as young parents, or surviving on the streets. Through powerful partnerships and programming, the organization serves tens of thousands of youth every year—helping them heal, gain stability, and build a future full of possibility.Listen for insights on:The impact of the affordable housing crisisWhat it takes to end youth homelessnessCreating visceral experiences for donors Resources + Links:Bill Bedrossian’s LinkedInCovenant HouseThe Sleep Out (00:00) - Welcome to Purpose 360 (00:13) - Covenant House (01:38) - Bill Bedrossian’s Background (04:38) - Formative Moment (07:16) - Covenant House Origins and Mission (09:32) - Services Provided (11:28) - Volunteers (13:14) - The Scope (13:58) - Insights for a Large Non-Profit (15:12) - Guiding Principles (19:04) - The Journey Home (21:24) - Linden Commons (24:21) - The Sleep Out (26:22) - Partnerships (28:16) - Favorite Story (31:03) - Integrating AI (32:11) - Last Word (33:40) - Wrap Up

In The Purpose Reset, authors Rich Fernandez, Carolina Lasso, and Steph Stern offer a timely and refreshing approach to this show’s favorite topic: purpose. Drawing from decades of experience across the corporate, nonprofit, and coaching worlds, they reinforce an important way of thinking—that purpose isn’t a one-time discovery, but an evolving and continuous process.We invited the authors to explore how this layered view of purpose creates resonance and alignment with employees and, ultimately, organizational success. They share practical tools, like mapping your “what, why, and who,” and creating shared team purpose statements that connect personal motivations to organizational goals. With examples ranging from courageous individuals to organizational leaders, the conversation reinforces that purpose isn’t about grandeur—it’s about small, continuous resets that keep us aligned with what matters. For anyone navigating change, leading teams, or just looking to reconnect with meaning in their work, The Purpose Reset offers a path forward grounded in curiosity, compassion, and clarity.Listen for key insights on:How to identify your personal purpose and true alignmentCreating a team purpose statementAssessing your personal impact and opportunitiesReconnecting with purpose through small shifts, not big leaps Resources + Links:The Purpose ResetRich Fernandez’s LinkedInCarolina Lasso’s LinkedInSteph Stern’s LinkedIn (00:00) - Welcome to Purpose 360 (00:13) - The Purpose Reset (02:12) - Meet the Authors (05:50) - Why ‘The Purpose Reset’? (07:58) - The Napkin Story (09:13) - Personal Purpose (13:18) - The What, the Why, and the Who (16:08) - Mindfulness (17:21) - Silvia’s Story (19:04) - Where We Are in the Movement (21:55) - Purpose and Teams (23:24) - Building the Culture (26:43) - One Word (27:22) - Last Word (30:21) - Wrap Up

Packaging is an undeniable part of daily life—from containers that store the food we eat and the products we use to the packages that arrive on our doorstep. This necessity plays a major role in one of the planet’s most pressing challenges: pollution. Packaging waste is clogging ecosystems and contributing to a health crisis that affects both people and the planet. As consumer demand for sustainable solutions grows, the packaging industry stands at a crossroads—one that calls for innovation, long-term thinking, and moral responsibility.We invited Wes Carter, President of Atlantic Packaging, to explain how his family-owned company is creating a more sustainable future. Atlantic Packaging is proving that packaging, purpose, and profit can go hand in hand through initiatives like A New Earth Project and the company’s state-of-the-art Packaging Solution Center, where the company partners with major brands to design custom sustainable packaging for products. Equally committed to employee wellbeing, Atlantic Packaging embeds health into its employee culture through biometric screenings and holistic wellness programs, recognizing that human and environmental health are deeply connected.In rethinking both packaging and purpose, Atlantic Packaging is building a legacy not just of innovation, but of stewardship, responsibility, and opportunity.Listen for key insights on:Building packaging solutions that are both brand-enhancing and planet-friendlyEmbedding sustainability into business strategy through innovation and educationCreating holistic employee wellness programs rooted in physical, mental, and emotional healthHow purpose, legacy, and personal values shape leadership and drive long-term impact Resources + Links:Wes Carter’s LinkedInA New Earth ProjectPackaging Solution CenterFishbone Sustainable Wellness CarriersAtlantic Wellness (00:00) - Welcome to Purpose 360 (00:13) - Meet Wes Carter, Atlantic Packaging (02:38) - Atlantic Packaging (07:28) - Wes’ Purpose (10:19) - Packaging Solution Center (13:10) - Fishbone C-Clip (14:22) - Health (17:14) - A New Earth Project (19:43) - Storytelling (21:12) - Connections (23:23) - Recommendations (25:16) - Last Thoughts (27:35) - Wrap Up

If you’ve ever put a Newman's Own salad dressing into your grocery cart, congratulations! You’ve made a charitable donation. That’s because Newman's Own Foundation owns the food company outright and directs 100% of profits to the foundation’s philanthropic initiatives. What began as actor Paul Newman’s holiday gift—homemade dressing in old wine bottles—has grown into a $600 million force for good. Guided by the late actor’s generosity, the foundation continues to give it all away, staying true to its founding mission to nourish and transform the lives of children who face adversity.We invited Alex Amouyel, President and CEO of Newman’s Own Foundation, to talk about the foundation’s success and how it’s sharpening its focus, building strategic partnerships, and doubling down on impact measurement. She shares how Newman's Own Foundation is not only nourishing children but helping the entire philanthropic ecosystem thrive by funding resilience-building camps through the SeriousFun Children's Network, fighting for food justice in schools via grantees like FoodCorps, and launching initiatives like the “100% for Purpose Club.” This work goes far beyond philanthropy: “When you get the intersection right of aligning to your mission and to your superpowers, you are living your purpose.”Listen for key insights on:Impact measurement, monitoring, and evaluationLeveraging influence and partnerships to multiply donation impactFocusing philanthropic investments on a core mission to achieve greater success Resources + Links:Alex Amouyel’s LinkedInNewman’s Own FoundationPaul NewmanNewman’s Own Foundation Impact (00:00) - Welcome to Purpose 360 (00:14) - Meet Alex Amouyel, Newman's Own (02:19) - Alex’s Background (05:31) - Origins (08:45) - Stories About Paul (12:47) - SeriousFun Network (15:35) - Response (16:04) - Taking Stock (18:42) - Measurement (20:37) - Food Corps (23:25) - Paul’s Hundredth Birthday (24:13) - Other Programs (26:47) - Living Your Purpose (28:17) - In Three Years (28:44) - Last Thoughts (29:07) - Wrap Up

In turbulent times marked by economic volatility, environmental breakdowns, and widespread distrust, what we’re experiencing may feel unprecedented—but we’ve been here before. And as Paul Polman reminds us in his milestone conversation with Carol Cone, we are not without a compass. Paul, the former CEO of Unilever, is one of today’s most respected voices in sustainable leadership. He joined the 200th episode of Purpose 360 not to sugarcoat the challenges, but to ground us in enduring truths.Paul’s insights are rooted both in strategy and humanity. He speaks of sustainability as the “heart of business,” where values like dignity, compassion, and the Golden Rule are guiding principles. He urges leaders to develop their own “inner core” to build resilient businesses but also resilient selves—emotionally, mentally, and spiritually. And he reminds us that real leadership today means moving from “human doings” back to human beings. Business, he says, must be structured to serve—anchored in long-term purpose and in solidarity with both people and planet.At its core, Paul’s message to leaders and companies is both visionary and deeply grounded. He challenges companies to stop whispering behind closed doors and instead step forward together with clarity, courage, and moral conviction. The future, he believes, belongs to those who act with heart. And in a world that often feels fractured, Paul’s voice is a steady reminder that it’s our shared humanity—and our willingness to serve others—that will lead us through.Listen for key insights on why:“Soft” values are the most strategic and essentialBusiness must serve humanity (not the other way around)Successful leadership starts from withinSilence to political changes is not a neutral position Resources + Links:Paul Polman’s LinkedInPaul Polman’s WebsiteNet PositiveIMAGINEPaul’s Reflection on the Passing of Pope Francis (00:00) - Welcome to Purpose 360 (00:13) - Episode 200 with Paul Polman (02:40) - About Paul (05:03) - Personal Purpose (07:20) - POV on What’s Happening Today (10:15) - Optimistic Outlook (12:41) - Being Authentic to Values (14:19) - Pope Francis (17:15) - Leaders (21:21) - What to Do When Attacked on DEI or ESG (24:28) - Moving the Boundaries (27:23) - Role of Employees (28:36) - Conscious Quitting Results (30:04) - Role of Humanity (32:29) - Last Thoughts (34:46) - Wrap Up

With the frequency and intensity of natural disasters rising, companies are increasingly stepping up to play a role in relief and recovery. But while any financial aid is beneficial to and appreciated by responders and impacted communities, lengthy grant approvals, short-term funding, and rigid spending restrictions can unintentionally hinder responders instead of helping them.We invited Amy Strecker, President of Duke Energy Foundation, to discuss how corporate foundations can best serve impacted communities after a disaster. Duke Energy Foundation is a leader in disaster response, prioritizing rapid aid, sustained recovery, and employee engagement. By fostering strong partnerships with local organizations and prioritizing both immediate relief and long-term rebuilding, Duke Energy Foundation ensures that communities are not just recovering—but emerging stronger and more resilient.Disasters test the strength of communities, but they also reveal the power of collective action. Duke Energy Foundation’s approach demonstrates that when businesses step up with urgency, flexibility, and a long-term vision, they don’t just help communities rebuild—they help them thrive.Listen for key insights on:Grantmaking strategies for disaster responseBarriers a grant can create to a nonprofit organization and how to avoid creating themMobilizing employees—regardless of their role—in disastersBuilding strong partnerships before disaster strikesResources + Links:Amy Strecker’s LinkedInDuke Energy FoundationDuke Energy Foundation commits $1 million to support communities impacted by Hurricane HeleneDuke Energy Line Worker Training (00:00) - Welcome to Purpose 360 (00:13) - Meet Amy Strecker from Duke Energy (04:31) - The Foundation and Duke’s Purpose (06:38) - Leadership During Hurricane Season (09:46) - Supporting Grantees (11:27) - Story (13:37) - Working as a Whole Team (15:55) - Line Worker Program (18:01) - Integration (19:40) - Hyperlocal (20:47) - Wins Together (21:47) - Being More Effective (23:52) - Rural (25:12) - Last Thoughts (27:07) - Younger Generations (28:14) - Wrap Up

The momentum behind diversity, equity, and inclusion (DE&I) came to an abrupt halt at the start of the year. DE&I initiatives once championed as a force for workplace equity and growth are now being condemned, sidelined, and stripped of their visibility—at least until political winds shift again. But at what cost?We invited Margaret Spence, an expert and advocate for transformative and inclusive change, to discuss the cost of these reduced investments and what organizations can do to respond. Margaret motivates leaders to not focus on the term “DE&I,” but on what inclusion truly means for a culture, a workplace, and our collective future. Companies must shift from performative actions to unshakable and deeply embedded commitments that are designed to withstand political and economic turbulence.Margaret reminds us that the next generation deserves better than what we are willing to give it today. It is up to all of us—companies, employees, and communities—to ensure that the workplaces of tomorrow do not regress but instead rise to meet the promise of true inclusion. The question is not whether DE&I will survive, but whether we are willing to fight for the future it represents.Listen for key insights on:Shifting language away from traditional DEI termsHow individuals—and not just corporations—can advance inclusionThe threat of AI to workplace equity Resources + Links:Margaret Spence’s LinkedInMargaret Spence on Episode 165 of Purpose 360Margaret Spence’s WebsiteNew York Times: These Words Are Disappearing in the New Trump Administration (00:00) - Welcome to Purpose 360 (00:13) - Margaret Spence on DEI (02:40) - Margaret’s Background (04:31) - Her Purpose (05:55) - Passion, Purpose, and Value (07:30) - Challenges in Diversity (10:48) - Fad with Shallow Roots (12:13) - Current Landscape (14:18) - Major Impacts (15:24) - 25% (17:22) - NYT Report (19:34) - What Language to Use (23:22) - What You Can Do (24:53) - Those Standing Up (26:42) - Dismantling Contracts (27:16) - Last Thoughts (30:46) - Wrap Up

In 2020, the newly founded Truist Foundation was defining its philanthropic priorities when the COVID-19 pandemic changed everything. The Foundation quickly pivoted to provide rapid response support, setting up an open grant application portal and deploying an initial $25 million—which later doubled to $50 million—to provide critical relief to communities hit the hardest. This approach not only solidified Truist Foundation’s commitment to community care but also laid the groundwork for how it would address future crises with urgency, empathy, and impact.This strategy became crucial when Hurricane Helene hit Western North Carolina in 2024, leaving 250,000 homes impacted across 39 counties. Truist Foundation, alongside the broader company, responded with a $700 million commitment to long-term recovery in the region. From immediate essentials like water and supplies to innovative support like mobile showers for impacted residents, Truist ensured aid went beyond financial assistance.We invited Lynette Bell, President of Truist Foundation, to discuss how Truist’s commitment to disaster relief has evolved since the pandemic, the lessons learned along the way, and how their work continues to uplift communities with care, dignity, and long-term support.Listen for key insights on:The benefit of rapid response philanthropy when disasters hitHow to adapt philanthropic strategy in real time to meet urgent community needsHow Truist Foundation’s work generates business valueResources + Links:Lynette Bell’s LinkedInTruist FoundationTruist Foundation Grant ApplicationTruist Cares for Western North CarolinaInspire Awards (00:00) - Welcome to Purpose 360 (00:13) - Truist Foundation's Lynette Bell (01:52) - Lynette’s Background (05:56) - The Name ‘Truist’ (07:23) - Developing Purpose (08:11) - Heritage and Culture (10:50) - Grant Focus (13:39) - Humanity and Grace (16:59) - Long-Term Commitment (18:25) - Center for Disaster Philanthropy (19:46) - Inspire Awards (23:36) - ACCP 2023 Trailblazer Purpose Award (24:04) - Creating Business Value (24:45) - Last Words (25:22) - Wrap Up

Changemakers from One Young World SeriesHost Carol Cone interviews Elio Leoni Sceti, co-founder of The Craftory, a mission-driven investment firm focused on responsible consumer packaged goods (CPG). Elio shares insights into The Craftory’s approach to funding purpose-led brands that embed sustainability and social impact at their core. He discusses the evolution of consumer consciousness, the challenges of scaling ethical brands, and the importance of integrating responsible practices into a company's DNA rather than treating them as a marketing afterthought. For young changemakers, he emphasizes the power of bold thinking, strategic focus, and perseverance in building businesses that drive meaningful impact.This episode is part of our multi-episode series featuring some of the world’s most influential changemakers who attended the 2024 One Young World Summit, a global forum that brings together young leaders from 190+ countries to accelerate social impact.Resources + Links:Elio Leoni Sceti’s LinkedInThe CraftoryOne Young World (00:00) - Welcome to Purpose 360 (00:13) - One Young World Series (01:30) - Meet Elio Leoni Sceti (02:46) - The Craftory (05:38) - Purpose or Sustainability on the Label (07:03) - Authenticity (07:46) - Connecting (09:16) - Categories (11:07) - Identifying Potential (12:22) - Great Examples (13:50) - Consumers Today (16:13) - Plastics Issue (18:20) - Searching at One Young World (19:00) - Providing Counsel (21:05) - Last Word (22:00) - Wrap Up

Changemakers from One Young World SeriesHost Carol Cone interviews Tendai Mtawarira, also known as "The Beast," a renowned rugby player and gold medalist from South Africa. Tendai shares insights from his illustrious rugby career and his inspiring work with The Beast Foundation, which he founded to give back to the next generation. He discusses his commitment to empowering youth across Africa through education, sports, and leadership development, highlighting programs like "Lead Like a Girl," aimed at supporting young girls from marginalized communities.This episode is part of our multi-episode series featuring some of the world’s most influential changemakers who attended the 2024 One Young World Summit, a global forum that brings together young leaders from 190+ countries to accelerate social impact.Resources + Links:Tendai Mtawarira’s LinkedInThe Beast FoundationLead Like a GirlOne Young World (00:00) - Welcome to Purpose 360 (01:29) - Meet Tendai Mtawarira (02:24) - Tendai’s Career (03:44) - The Beast Foundation (05:09) - Favorite Moments in the Foundation (05:38) - Lead Like a Girl (07:02) - For Sponsors (08:05) - Current Partners (09:07) - Advice and Reception (10:09) - Lessons from Rugby (12:54) - Suggestions for Young Listeners (14:14) - Suggestions for Leaders (15:40) - Last Thoughts (16:35) - Wrap Up