2026 Purpose Predictions

Patagonia has long stood as the north star for companies striving to create meaningful impact and proving that business can thrive with purpose. Today, Patagonia stands alone in its ownership model: it has one shareholder—the planet. Instead of “going public,” Patagonia famously “went purpose,” restructuring in 2022 so that 100% of its voting stock flows into the Patagonia Purpose Trust to guard its values, and 100% of its non-voting stock now supports the Holdfast Collective, a nonprofit fighting the environmental crisis. Each year, every dollar not needed to run the business moves directly to protecting nature. It’s a business that invites people into the beauty of the outdoors while safeguarding the planet that makes those adventures possible.We invited Vincent Stanley, Director of Philosophy at Patagonia—and one of its very first employees—to reflect on the decades of learning, experimentation, humility, and courage that shaped Patagonia’s journey. Vincent explores topics from the company’s early fiber-to-farm revelations and culture-defining philosophy classes, to its iconic “Don’t Buy This Jacket” campaign, industry-shaping activism, and bold ownership redesign. For any leader or organization seeking to deepen its impact, Vincent offers rare insights into what it truly takes to build a business where profit becomes a byproduct of purpose.Listen for insights on:Transforming harm discovery into long-term environmental innovationChallenging consumerism through bold, values-led storytellingBuilding company culture through shared responsibility and lived valuesCollaborating across industries to advance standards and certificationsResources + Links:Watch this episode on YouTubeVincent StanleyPatagonia’s OwnershipThe Responsible CompanyPatagonia Action Works (00:00) - Welcome to Purpose 360 (01:07) - Meet Vincent Stanley, Patagonia (04:26) - Vincent’s Background (07:55) - Director of Philosophy (10:37) - Company Ethos (11:57) - If Nature Could Talk (13:15) - Pivot Points (15:58) - Seeing the Fields (17:32) - Role as Storyteller (21:10) - Black Friday (24:50) - Quality Is an Environmental Issue (27:03) - Fair Trade and Culture (31:12) - Showing Authenticity (32:45) - Patagonia Action Works (33:42) - Change in Ownership (36:32) - Feelings at the Time (37:22) - Message to Future Leaders (39:40) - Last Words (41:07) - Wrap Up

Purpose 360 convenes leading voices in social impact, business, and philanthropy at the start of every year and asks them to share their predictions for what lies ahead. As we enter 2026, purpose leaders are navigating rapid advances in AI, growing pressure on social sector funding, shifting workforce expectations, and a renewed focus on culture, leadership, and human connection. Together, these experts offer perspectives on how purpose-driven work is evolving and what it will require next.This year, we invited Artis Stevens, President and CEO of Big Brothers Big Sisters of America; Kevin Martinez, Vice President of Corporate Citizenship at ESPN; Alexandra Amouyel, President and CEO of Newman’s Own Foundation; and Alan Murray, Founding President of the Wall Street Journal Leadership Institute and former CEO of Fortune Media, to share their predictions for 2026. Drawing on backgrounds that span nonprofits, philanthropy, corporate leadership, and media, they explore both the opportunities and tensions shaping the future of purpose.Listen for insights on:AI as a powerful opportunity and a critical responsibilityWhy human connection, leadership, and values matter more than everThe growing need for focus, clarity, and authentic activation of purpose inside organizationsPractical advice for early- and mid-career professionalsResources + Links:Artis Stevens’ LinkedInArtis Stevens’ Purpose 360 EpisodeKevin Martinez’s LinkedInKevin Martinez’s Purpose 360 EpisodeAlexandra Amouyel’s LinkedInAlexandra Amouyel’s Purpose 360 EpisodeAlan Murray’s LinkedInAlan Murray’s Purpose 360 Episode (Part 1)Alan Murray’s Purpose 360 Episode (Part 2) (00:00) - Welcome to Purpose 360 (03:29) - Artis Stevens from Big Brothers Big Sisters (04:23) - BBBS’s Purpose (05:16) - 2026 Predictions re: Function and Activations of Purpose (06:59) - Opportunities (08:19) - Advice for Young People (09:56) - The Future of Purpose 2026 (11:06) - Kevin Martinez from ESPN (11:19) - ESPN’s Purpose (11:38) - Take Back Sports Initiative (12:25) - Purpose in 2026 (14:43) - Barriers and Challenges (15:39) - Discuss, Debate, Decide, Align (16:27) - Advice for Young People (18:04) - Mental Health (20:26) - Alex Amouyel from Newman's Own (20:50) - Newman’s Own Purpose (22:01) - Purpose in 2026 (25:17) - Advice for Young People (27:46) - Hit the Ground Running (28:50) - Alan Murray from The Wall Street Journal Leadership Institute (29:19) - Alan’s Title (30:23) - What CEOs Are Saying (32:15) - Humanizing Factors (33:17) - Purpose’s Evolution (34:47) - Opportunities (35:22) - Challenges (36:26) - Advice for Young People (38:09) - Exciting Time (38:50) - Wrap Up

Leadership coaching has the power to unlock profound personal and organizational transformation. That belief lies at the heart of 100 Coaches. Founded by executive coach Marshall Goldsmith, 100 Coaches began with a bold experiment: Marshall offered to teach 15 people everything he knew for free, in gratitude for the teachers and leaders who helped shape him. As those first 15 committed to “pay it forward,” the idea resonated deeply. More than 16,000 applicants were interested, and so the initiative grew into a community of more than 100 coaches from top leadership, academia, non-profits, healthcare, and beyond.We invited Scott Osman, CEO of 100 Coaches, to reflect on how that founding vision has flourished. Scott shares how 100 Coaches functions as a curated network that matches each leader with the right coach at the right moment, grounded in deep expertise across organizational psychology, leadership development, and human behavior. He underscores how coaching can shift organizational trajectories: when leaders evolve, their teams, culture, and long-term outcomes evolve with them. For those wondering if coaching is a luxury or necessity, this conversation makes a compelling case for the power of investing in people.Listen for insights on:What leadership coaching looks like from the startWhat leaders today struggle with the mostTop leadership myths we need to move away from Resources + Links:Watch this full conversation on YouTubeScott Osman’s LinkedIn100 CoachesBecoming Coachable (00:00) - Welcome to Purpose 360 (01:07) - Meet Scott Osman, 100 Coaches (02:52) - Early Influencers (03:59) - Leadership Coaching (05:16) - Services (06:38) - Match Craft (09:19) - What He’s Learned From Both Sides of the Equation (11:01) - Generosity (12:13) - Defining Leadership (13:07) - Flavors of Success (15:37) - Role of Humility (17:46) - Role of Corporate Purpose Today (18:56) - Creating the Richest Cultures (20:03) - Leadership Myth (21:22) - Next Frontier for Leadership Growth (22:57) - The Last Word (23:31) - Wrap Up

Sport has always been central to Nike’s identity, not just as a business, but as a force for human potential. This commitment extends to the social issues at the heart of youth athletics today, particularly surrounding keeping youth in sports and connected to physical activity and elevating the role of caring, well-equipped coaches. With young people today navigating unprecedented levels of stress and lack of physical activity, coaches play an invaluable role in providing community, restorative power, and safe spaces. Nike has been at the center of this work for decades, stemming from its belief that if you have a body, you’re an athlete—and that every athlete deserves access and the opportunity to thrive.We invited Vanessa Garcia-Brito, Vice President and Chief Impact Officer at Nike, to share how Nike is reimagining the landscape of youth athletics and building purpose-driven programs. Vanessa unpacked the insights behind Nike’s “Coach the Dream” initiative, the importance of caring and culturally aware coaches, and why investing in girls’ coaching is non-negotiable for long-term impact. She also emphasized the role of partnerships, with organizations like Dove and Spotify, and in meeting girls where they are to dismantle barriers to participation. This episode offers a powerful blueprint for how a long-established, trusted brand has integrated purpose, community relevance, and business value to drive meaningful change.Listen for insights on:Building impact programs around what your company uniquely does bestDesigning scalable tools for global activationEstablishing clear long-term goals with flexibility for real-time adaptationAdvice for young professionals looking to work in social impact Resources + Links:Vanessa Garcia-Brito’s LinkedInCoach the DreamIf You Let Me Play (00:00) - Welcome to Purpose 360 (01:07) - Vanessa Garcia-Brito, Nike (03:47) - About Vanessa (04:51) - Early Influences (07:02) - Chief Impact Officer (07:53) - Superpower (09:10) - Nike’s Purpose (11:02) - Key Campaigns (13:16) - If You Can See It, She Can Be It (17:26) - Partnerships (19:01) - Coaches (19:53) - Coaching Girls Guide (23:02) - Inspirational Story (25:22) - Measurements (27:53) - Advice for Colleagues (29:27) - Advice for Young People (31:10) - Last Word (32:12) - Wrap Up

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 (01:07) - Thomas Kolster, Goodvertising (04:17) - Early Influences (06:52) - Epiphany (09:23) - Which Came First? (09:33) - His First Book (13:16) - Act Responsible (15:42) - State of Purpose Today (18:41) - Consistency (21:44) - Going Back to What Makes a Brand Loved (23:58) - Ben & Jerry’s (26:43) - Today’s Political Climate (31:40) - Bravery (34:36) - What’s Next? (35:19) - AI in Purpose (36:37) - Last Word (37:26) - 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 (01:07) - Meet Steve Rochlin, Impact ROI (03:23) - Steve’s Background (05:33) - Project ROI 2015 (07:03) - Project ROI 2025 (09:52) - Key Findings and Data Points (15:44) - Two to Three Key Points (17:19) - Changing Minds (19:17) - Fit, Commit, Manage, and Connect: Fit (20:08) - Fit, Commit, Manage, and Connect: Commit (21:42) - Fit, Commit, Manage, and Connect: Manage (22:38) - Fit, Commit, Manage, and Connect: Connect (24:25) - What to Do Next (27:02) - Last Words (29:14) - 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 (01:07) - Lauren Coape-Arnold and Apollo Opportunity Foundation (03:55) - Lauren’s Background (06:33) - Apollo (07:22) - Creating the Foundation (09:32) - The Guardrails (11:05) - Picking the Focus (14:17) - Employee Focus (17:04) - How It’s Done (20:03) - Skills-Based (20:47) - Deal Teams (22:21) - Impact (23:56) - Logistics (24:56) - GAIN UK (27:45) - Advice (29:40) - Review Process (30:44) - Integrating AI (32:44) - Last Word (33:53) - 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 (01:07) - Net Positive with Paul Polman (03:56) - Paul’s Purpose (06:03) - Net Positive Company (06:56) - Leadership Traits (08:46) - Starting with Team’s Personal Purpose (10:20) - Partner to Win (12:23) - Measurement (15:12) - Employees (16:36) - Return Equity (18:09) - Embedding and Building Off Purpose (20:40) - Three Important Things (22:19) - Last Thoughts (24:43) - 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 (01:07) - Martin Whittaker, JUST Capital, and AI (03:33) - Who Is JUST Capital? (04:26) - Describing Justness (05:37) - Responsible AI (09:18) - Early Measure of Just AI (12:05) - Martin’s AI Usage (13:42) - AI Use Principles (15:51) - AI Study (17:57) - What Stood Out (22:37) - Adding AI Methodology (25:20) - Advice for Companies Slow to Adopt AI (27:31) - Last Thoughts (29:08) - Can AI Replace Humanity in Business? (30:50) - 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 (01:07) - Action Against Hunger (03:01) - Eric’s Background (06:29) - World’s State of Hunger Today (09:08) - Origin Story (10:37) - Structure (13:12) - Plumpy’Nut (15:10) - Innovations (20:35) - Addressing USAID Cuts (26:00) - Personal Stories (30:09) - Career Path (32:25) - Last Word (34:33) - Wrap Up