Purpose 360 with Carol Cone

Only a handful of companies were bold enough to connect their business to a deeper societal or environmental issue in the early days of purpose branding. These companies stood out precisely because they believed that brands could and should stand for more than profit. But the tide has shifted over the past two decades. Purpose became not just acceptable but expected, and suddenly everyone has a stance on the climate and community. But as this movement accelerated, so did its risks. In recent years, increasingly more prominent companies have taken a step back from their purpose commitments, leading consumers to wonder how purposeful they were to begin with. How can we know who to trust?We invited Thomas Kolster, founder of Goodvertising and author of Goodvertising and The Hero Trap, to speak about how brands can navigate this increasingly complex landscape. He explores how purpose has evolved from a differentiator to a crowded and sometimes performative space. Thomas also shares personal reflections on authenticity, the dangers of purpose-washing, the pressure on legacy brands, and the growing backlash against woke messaging. This conversation is a provocative, clarifying conversation for leaders seeking to build and communicate their company’s purpose and impact efforts.Listen for insights on:Why bravery, and not perfection, is the most important brand trait todayWhy companies should not position themselves as heroesBuilding trust by enabling people to become better versions of themselves Resources + Links:Watch This Episode on YouTube!Thomas Kolster’s LinkedInThomas Kolster’s WebsiteGoodvertisingThe Hero TrapThe Drum: ​If Ben and Jerry’s goes vanilla, Unilever will eat its just desserts (00:00) - Welcome to Purpose 360 (00:13) - Thomas Kolster, Goodvertising (03:24) - Early Influences (05:59) - Epiphany (08:30) - Which Came First? (08:39) - His First Book (12:23) - Act Responsible (14:49) - State of Purpose Today (17:48) - Consistency (20:51) - Going Back to What Makes a Brand Loved (23:04) - Ben & Jerry’s (25:50) - Today’s Political Climate (30:47) - Bravery (33:43) - What’s Next? (34:26) - AI in Purpose (35:43) - Last Word (36:33) - Wrap Up

The most prominent argument against purpose is that doing good doesn’t actually pay off at the bottom line. For decades, and throughout Carol Cone’s career, skeptics have dismissed purpose as a “soft” strategy that is good for reputation but not for financial returns. That misconception is what Impact ROI set out to challenge. Impact ROI’s Project ROI reports have published research that links purpose to profit. And with the release of the newest edition, there is now fresh data connecting purpose to financial value.We invited Steve Rochlin, CEO of Impact ROI, to walk us through this new research and how it can be used to make the case to leaders focused on financial returns. From revealing how sustainability leaders can see up to a 36% boost in market value and a 57% reduction in employee turnover, to outlining the “Fit, Commit, Manage, and Connect” framework that defines high-performing purpose strategies, Rochlin offers a key strategies for organizations looking to align impact with performance.Listen for insights on:How to convince your CFO to champion purposeHow purpose-driven firms outperform peers in profitability and growthWhy doing good is the smartest growth strategy today Resources + Links:Steve Rochlin’s LinkedInImpact ROIProject ROI Report (free) (00:00) - Welcome to Purpose 360 (00:13) - Meet Steve Rochlin, Impact ROI (02:30) - Steve’s Background (04:40) - Project ROI 2015 (06:10) - Project ROI 2025 (08:59) - Key Findings and Data Points (14:51) - Two to Three Key Points (16:26) - Changing Minds (18:24) - Fit, Commit, Manage, and Connect: Fit (19:15) - Fit, Commit, Manage, and Connect: Commit (20:49) - Fit, Commit, Manage, and Connect: Manage (21:45) - Fit, Commit, Manage, and Connect: Connect (23:32) - What to Do Next (26:09) - Last Words (28:21) - Wrap Up

Employee engagement is rapidly becoming one of the most powerful forces shaping corporate philanthropy today. And skilled volunteerism—where employees contribute their professional expertise to nonprofits—can transform both the organizations served and the employees themselves.We invited Lauren Coape-Arnold, Executive Director of the Apollo Opportunity Foundation (AOF) and Global Head of Citizenship at Apollo Global Management, to speak about how AOF built a model that puts employees at the very heart of the company’s philanthropy. It empowers employees to nominate, evaluate, and partner with grantees, ensuring that they are engaged throughout the entire relationship—not just at the funding stage. Through cross-functional “deal teams,” employees apply their analytical, financial, and strategic skills to help nonprofits thrive, all while cultivating collaboration and leadership within Apollo’s culture. By structuring philanthropy around its people, AOF creates a cycle of giving and growth that benefits communities, strengthens performance, and deepens employees’ sense of meaning at work.Listen for insights on:Establishing relationships with grantees that go beyond check-writingBuilding skilled volunteer programs employees actively want to joinCreating successful grant councils that bolster nonprofits and engage employees Resources + Links:Lauren Coape-Arnold’s LinkedInApollo Opportunity Foundation (00:00) - Welcome to Purpose 360 (00:13) - Lauren Coape-Arnold and Apollo Opportunity Foundation (03:02) - Lauren’s Background (05:40) - Apollo (06:29) - Creating the Foundation (08:39) - The Guardrails (10:12) - Picking the Focus (13:24) - Employee Focus (16:11) - How It’s Done (19:10) - Skills-Based (19:53) - Deal Teams (21:28) - Impact (23:03) - Logistics (24:03) - GAIN UK (26:52) - Advice (28:47) - Review Process (29:51) - Integrating AI (31:51) - Last Word (33:00) - Wrap Up

There are only five years until the 2030 deadline for the United Nations’ Sustainable Development Goals, and the urgency for bold action has never been greater. Many companies are struggling to truly address the mounting crises of climate change, biodiversity loss, and social inequity. Now is the time for leaders and organizations to chart a path forward, ensuring their strategies and actions rise to meet the scale of the increasing challenges ahead.In this special episode of Purpose 360, we revisit a powerful 2021 conversation with Paul Polman—former CEO of Unilever, UN SDG Advocate Emeritus, and co-author of the game-changing book, Net Positive. This re-edited version highlights timeless insights from Net Positive, which remains profoundly relevant today. Paul explores the qualities of courageous leaders, the importance of partnerships that drive systemic change, and how purpose-driven companies can outperform competitors while creating a better future for all. Whether you’re a CEO, a sustainability professional, or a changemaker at heart, this episode offers inspiration and practical guidance to help you lead with impact in today’s rapidly evolving world.Listen for insights on:Making the business case for sustainability when the moral argument isn’t enoughEngaging employees, partners, and your value chain in delivering on bold sustainability commitmentsBecoming the courageous, purpose-driven leader needed to build and lead a net positive company Resources + Links:Paul Polman’s LinkedInPaul Polman’s WebsiteNet PositiveThe birth of Unilever’s Sustainable Living Plan (00:00) - Welcome to Purpose 360 (00:13) - Net Positive with Paul Polman (03:03) - Paul’s Purpose (05:09) - Net Positive Company (06:03) - Leadership Traits (07:52) - Starting with Team’s Personal Purpose (09:27) - Partner to Win (11:30) - Measurement (14:19) - Employees (15:42) - Return Equity (17:16) - Embedding and Building Off Purpose (19:47) - Three Important Things (21:26) - Last Thoughts (23:49) - Wrap Up

Artificial intelligence has the power to reshape economies, societies, and our daily lives. But with its rapid rise comes an important question: how can we ensure AI is developed and applied ethically so that it serves humanity instead of harming it? Responsible use requires transparency, accountability, and inclusivity—but defining and implementing these is complex. JUST Capital, a nonprofit dedicated to advancing just business practices, is addressing this challenge by exploring what “just AI” looks like, while also giving both the public and companies a voice in shaping its future.We invited Martin Whittaker, CEO of JUST Capital, to speak about how companies can responsibly navigate the opportunities and risks of AI. He highlighted the importance of aligning AI strategies with company values, building strong governance, and listening to stakeholders to guide ethical decision-making. Martin also shared insights from JUST Capital’s new research, which reveals a gap between companies acknowledging AI and those taking meaningful steps, such as workforce training and transparency. He ultimately challenges business leaders to reflect on what it means to be a truly human company in an AI-driven world while assuming the responsibility that comes with this technology.Listen for insights on:How AI layoffs may require new ethical standards and practicesWhy company culture determines success in AI adoption and useLessons from early leaders like IBM and Boston ScientificThe growing role of investors in shaping AI accountabilityResources + Links:Martin Whittaker’s LinkedInJUST CapitalThe JUST Report: An Early Measure of JUST AI2025 JUST 100 (00:00) - Welcome to Purpose 360 (00:13) - Martin Whittaker, JUST Capital, and AI (02:40) - Who Is JUST Capital? (03:33) - Describing Justness (04:44) - Responsible AI (08:25) - Early Measure of Just AI (11:12) - Martin’s AI Usage (12:49) - AI Use Principles (14:58) - AI Study (17:04) - What Stood Out (21:44) - Adding AI Methodology (24:27) - Advice for Companies Slow to Adopt AI (26:38) - Last Thoughts (28:15) - Can AI Replace Humanity in Business? (29:57) - Wrap Up

Hunger is one of the most pressing challenges of our time—driven not only by a lack of food, but by inequality, conflict, climate change, and health crises. For more than 45 years, Action Against Hunger has been on the frontlines of addressing these interconnected issues. The organization works in nearly 60 countries, reaching over 21 million people annually through lifesaving nutrition programs, sustainable farming solutions, clean water systems, and innovations that help communities withstand future crises. Action Against Hunger is pioneering solutions that save lives today while tackling the root causes of hunger for tomorrow.We invited Eric Bebernitz, Director of External Relations for Action Against Hunger, to elaborate on this critical work. With more than two decades of experience in humanitarian and social justice organizations, Eric brings a powerful perspective on what it takes to fight hunger in the most difficult contexts. Eric is joined by ~9,000 colleagues worldwide—95% of whom are from the countries where they work—ensuring that every effort is grounded in local knowledge and built for long-term resilience. They embody the belief that ending hunger isn’t just possible; it is one of the smartest investments we can make in a better future for all.Listen for insights on:Approaches to sustaining impact amid political and funding shiftsHow to balance emergency aid with long-term changeBuilding trust and resilience in fragile communities through local leadershipResources + Links:Eric Bebernitz’s LinkedInAction Against HungerPlumpy'NutNew York Times: A $45 Treatment Can Save a Starving Child. US Aid Cuts Have Frozen the Supply (00:00) - Welcome to Purpose 360 (00:13) - Action Against Hunger (02:08) - Eric’s Background (05:36) - World’s State of Hunger Today (08:15) - Origin Story (09:44) - Structure (12:19) - Plumpy’Nut (14:17) - Innovations (19:42) - Addressing USAID Cuts (25:06) - Personal Stories (29:16) - Career Path (31:32) - Last Word (33:39) - Wrap Up

In the years following the pandemic, the U.S. saw a historic surge in small business creation—a promising sign of entrepreneurial spirit and economic resilience. Yet, if historical trends continue, nearly half of these new businesses will fail within five years. Small businesses in rural communities face even steeper challenges, from lack of access to capital to limited digital tools and networks. And yet, the promise of small businesses is immense: they are powerful engines for economic mobility, creating pathways for families and individuals to build lasting financial stability and opportunity.We invited Jonathan Fantini-Porter, Senior Vice President for the Americas at the Mastercard Center for Inclusive Growth, to talk about how the Center is working to change the trajectory for small business owners through Mastercard Strive USA. This bold initiative aims to unlock $50 billion in lending capital, reach five million small businesses, and strengthen ecosystems that enable them to thrive. With more than $46 billion in capital already unlocked and millions of businesses reached, Mastercard Strive USA is proving that when small businesses grow, communities grow with them.Listen for insights on:Designing scalable, systems-level solutions that align with business strategyThe power of data, technology, and AI in advancing inclusive economic developmentAdvice for early-career professionals seeking to grow in social impact and corporate sustainability rolesResources + Links:Jonathan Fantini-Porter’s LinkedInMastercard Center for Inclusive GrowthMastercard Strive USA (00:00) - Welcome to Purpose 360 (00:13) - Mastercard (01:23) - Jonathan’s Background (03:05) - Moving to Mastercard (04:40) - Lessons from Parents (08:05) - Mastercard Center for Inclusive Growth (09:54) - Setting the Goal (12:12) - Strive USA (14:52) - Rural America (17:23) - Small Businesses (19:19) - Integrating AI (22:22) - Advice (25:24) - Last Words (29:00) - Wrap Up

Corporate social responsibility (CSR) professionals are facing unprecedented challenges—from the politicization of ESG, to executive orders targeting DE&I, to dramatic shifts in federal funding. The landscape is turbulent, the language is shifting, and the pressure to prove business value has never been higher. Yet, in this moment of uncertainty, many CSR professionals are finding the most value by turning to the CSR community for support and guidance. It’s organizations like the Association of Corporate Citizenship Professionals (ACCP) where CSR professionals are finding a space to connect with peers, share practical tools and data, and stay focused on delivering impact in a rapidly changing environment. We invited Andrea Wood, President and CEO of ACCP, to join Carol Cone for a wide-ranging conversation about the current and future state of CSR. Together, they unpacked key findings from ACCP’s sixth Annual CSR Insights Report, including how companies are reframing their language, refocusing on long-term strategies, and leaning into AI for both productivity and impact measurement. This conversation is a powerful reminder of how CSR leaders can evolve through adversity, and how ACCP is helping them chart the course today.Listen for insights on:Advice for rising and mid-career CSR professionalsReframing strategies and language to align with evolving internal and external expectationsConnecting business priorities to community impact work for long-term success and continued funding Resources + Links:Andrea Wood’s LinkedInACCPAnnual CSR Insights ReportACCP CSR LaunchPadBest Buy Teen Tech Centers (00:00) - Welcome to Purpose 360 (00:13) - Meet Andrea Wood from ACCP (02:54) - Andrea’s Background (05:40) - Working with Hubert Joly (07:54) - Andrea’s Personal Purpose (08:48) - Listening to Members (09:45) - Members’ Concern (13:30) - DEI and ESG (16:35) - Issues Prioritized (17:45) - The Use of AI (19:47) - Best Buy Teen Tech Center (21:37) - Measurement (24:28) - Career Advice (25:33) - Insights for Career Growth (27:12) - Last Words (28:26) - Wrap Up

From the moment Henry Ford put the world on wheels, Ford has stood for not just cars, but mobility. More than just helping people move from one place to another, Ford gives people the opportunity to reach and achieve more. That same ethos drives Ford Philanthropy today. Rebranded from the “Ford Fund” to reflect a deeper, more holistic commitment, Ford Philanthropy is using the company’s global reach and core strength of mobility to help people move forward not just in life—but on the road.We invited Mary Culler, President of Ford Philanthropy, to share how her team is redefining what corporate giving looks like. From co-creating community centers to launching the “Building Together” initiative that connects Ford’s 3,000+ dealers and employee volunteers with national nonprofits, Ford is uniting its assets to deliver impact at scale. Whether through mobile health clinics or restoring Detroit’s historic Michigan Central Station as a beacon of innovation and equity, Ford Philanthropy is tackling one of the greatest barriers to equity: access. For any purpose-driven leader, the message is clear: legacy, when aligned with innovation and humility, can be one of the most powerful tools for change.Listen for insights on:Identifying philanthropic solutions in local communitiesMobilizing corporate assets beyond dollarsEvolve a legacy program into a modern philanthropy platform Resources + Links:Mary Culler’s LinkedInFord PhilanthropyNew York Times: Ford Rescues a Detroit Train Station as It Plots Its Own FutureTennessee Community Center (00:00) - Welcome to Purpose 360 (00:13) - Mary Culler from Ford Philanthropy (02:16) - Mary’s Background (03:46) - Their Focus (05:39) - Rebranding (06:53) - Committed to America ad (08:25) - The Stanton Story (10:25) - Michigan Central Station (12:49) - Building Together Initiative (16:20) - Volunteerism (17:34) - Building Together (18:05) - Transportation Gap (19:47) - Mobile Health (20:21) - Deciding Where the Money Goes (21:01) - Future of Philanthropy (21:48) - Proving You’re Having an Impact (22:54) - The Station (23:36) - Last Word (24:36) - Wrap Up

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