What good business really looks like: Reimagining the future

Last month, we kicked off a new series exploring the creative sector’s role in shaping a more resilient, regenerative future. In Chapter One, I argued it’s time to drop the diluted language of ‘sustainability’ and reframe it as a bold, creative commitment to long-term wellbeing for all.

Purpose is not just a feel-good statement: it’s a commitment baked into decision-making.

Yet amid ecological crisis, shifting values and geopolitical chaos, we still lack a shared vision of what good business really means. The truth is, we’ve always known. The idea of long-term wellbeing runs deep in human history, echoed across cultures and embedded in projects like the changemaker network Purpose Disruptors’ Good Life. 

To unpack this, I spoke with Dr. Victoria Hurth, a key contributor to the global debate and convenor of standards on purpose and governance. For Hurth, “Purpose is not just a feel-good statement: it’s a commitment baked into decision-making - one that holds organisations accountable for long-term social and environmental wellbeing. It’s about serving the good of the whole – and in turn, being served.” And we’re only just beginning to define what purpose really is – and what it isn’t.

ABOVE: Ethical clothing company Patagonia’s reach extends not only to its products but to content such as its 2021 short documentary District 15, which highlighted the plight of an LA neighbourhood being poisoned by local oil drilling operations.

These emerging – yet ancestral – principles of interconnectedness and reciprocity are already shaping brands willing to take risks, build resilience, and pioneer real change. But it’s far from easy.

Purpose-driven organisations are still navigating systems built for short-term gain – with outdated metrics, shareholder pressures, and governance models that don’t yet support long-term wellbeing.

Purpose-led businesses use a clear decision-making frame to navigate complex environmental, social, and economic trade-offs – maximising win-wins where they exist.

As Hurth points out, this is starting to shift. Standards like ISO 37000 and PAS 808 are laying the groundwork for the shared understanding we desperately lack. Despite the gaps, many companies are forging ahead anyway.

ABOVE: Purpose-led brand Who Gives A Crap sells loo paper for those who do give a shit about the one million trees that are cut down every day to make traditional toilet paper.

So, what defines a purpose-driven organisation? In essence, they exist – and thrive – by solving societal problems, not creating them. They’re bold, creative and and a reason for optimism They’re the rockstars of the 21st century – not just challenging the status quo, but reimagining an economy built on wellbeing and accountability, while protecting the social and ecological systems it depends on.

As Hurth explains, “Purpose-led businesses use a clear decision-making frame to navigate complex environmental, social, and economic trade-offs – maximising win-wins where they exist.

This empowers them to act with the creativity and confidence to supercharge innovation, own failure, and attract the support they need from all stakeholders. This shifts culture from box-ticking compliance to principled action - protecting what matters and fostering collaboration for collective long-term wellbeing.”

ABOVE: The confectionary brand’s remit is to make 100 per cent exploitation free chocolate. Its mission includes a Child Labour Monitoring and Remediation System, which fights child labour in cocoa supply chains.

Even collaborating with competitors – unthinkable for most companies – makes sense for purpose-driven ones. There’s a shared understanding that no one has all the answers, and progress depends on aligning around common goals. When purpose takes priority over self-interest, it unlocks the trust, courage and long-term thinking needed to co-create the future we actually want. 

As for the creative work they put out? Some of the most iconic in the game. Think Patagonia’s “Don’t Buy This Jacket” – a masterclass in values-led storytelling. Or Tony’s Chocolonely, turning every bar into a mischievous platform for social justice. No box-ticking here – purpose-driven organisations breathe groundbreaking life into their marketing because the best strategy demands it.

ABOVE: Patagonia’s ‘Don't Buy This Jacket’ was a 2011 Black Friday campaign urging consumers to consider the environmental impact of their purchases. It encouraged buying only what is needed and choosing high-quality, long-lasting products.

Brands like Fairphone, Natura, Smol, Interface, Who Gives a Crap, and Triodos Bank lead by example. And importantly, they’re honest about how challenging and imperfect their journey is. They challenge harmful norms, champion regenerative practices, and push for systemic change – even when it’s uncomfortable.

To delve deeper, we asked Hurth about the challenges, opportunities, and the role of creativity in reimagining the future of business.

Why is ‘purpose’ so critical in business now?

Purpose grounds companies in what truly matters – long-term wellbeing for all. It’s not CSR or marketing spin. Without purpose, organisations risk short-termism that harms people, planet, and ultimately themselves.

What are the biggest challenges brands face in becoming truly purpose-driven?

Short-term investor pressures are huge – our financial system rewards quick wins, not long-term wellbeing outcomes. Customers (citizens) have been primed to choose cheap over valuable. Metrics fail to measure real impact, and current governance structures reinforce this. That’s why standards like ISO 37000 and PAS 808 are game-changers: they help to embed purpose through governance that supports what really matters.

ABOVE: The ‘Sick of plastic’ campaign from eco products brand Smol was a sculpture in Birmingham depicting a washing machine vomiting laundry plastic. It highlighted the issue of unrecycled waste in the city and worldwide.

How can creative teams contribute to this shift?

Creativity is imagination in action. Purpose unlocks new narratives and solutions we desperately need, beyond greenwashing. Creative teams guided by shared purpose can drive authentic storytelling, make complex issues relatable, challenge norms, and inspire collaboration.

Can collaboration really happen between competitors?

Absolutely. Purpose-driven companies see a “marketplace of wellbeing” where collaboration makes sense. If a competitor excels in one area, why compete when you can amplify impact together? Sharing expertise or co-investing in technology multiplies benefits for everyone. When shared goals are clear and ambitious, collaboration becomes essential. None of us has all the answers or resources. This collective courage and openness are key to systemic change.

Until we are literate in purpose and governance, and apply these to ourselves, our organisations and economies can’t move forward.

At its core, Hurth’s perspective captures the tension and hope of purpose-driven change. It’s challenging, vital work that demands courage, creativity and collaboration. As she says, “Until we are literate in purpose and governance, and apply these to ourselves, our organisations and economies can’t move forward.”

Ultimately, this is what good looks like: not short-term gains for a few –hiding problems and passing them on – but a bold, collective commitment to long-term wellbeing. This is what builds the systemic resilience we’ll need for what comes next.