Aligning your Brand with a Bigger Purpose

So much of my work is built around encouraging business leaders to think differently about the role of business. Then we dive into equipping leaders with the tools to pinpoint what levers they can pull and how they can use the decisions they are already making in the operations of the business to thrive in an uncertain market.?

This week I’m sharing an inspiring conversation digging into how we can be more conscious about how we consume, how we manufacture; and how we source. Rather than have a disconnected conversation about hypotheticals, I wanted to get into the details of what that can look like in practice.

Brooke Bibeault , CEO of Makor Resources, shared her story and offered ways we can all align our brands with a bigger purpose. She believes this is a critical step if you want to differentiate your company from the competition, and connect on a deeper level with a range of stakeholders; I couldn’t agree more!

Whether you’re a service or product based business there’ll be something in our conversation that will be useful, of that I am sure!

Dive into the full video of my conversation with Brooke here, or the audio at the bottom of the newsletter.

Ethical mining is incredibly complex and still has a long way to go. It relies on intentional interconnection and strong community empowerment. Understanding the systemic challenges in the mining industry is crucial to implementing sustainable practices.

I've always been drawn to the way Pamela Hartigan spoke about the importance of "apprenticing with the problem", and that is precisely what Brooke is doing as she works to transform the mining industry through sustainable leadership, ethical sourcing, and conscious consumerism.?

We need to have a greater awareness of our daily consumption and a products origin, not only in our personal lives but within our business. It is essential for companies to build connected supply chains that give consumers insight into product origins. The choices we make today are already having an impact, whether that is positive or negative. As business leaders we have a responsibility to know our supply chain and the product origin.

Who are the hands that touched it, to allow me to have these things - Brooke Bibeault

When a business genuinely chooses ethical sustainability they uncover the powerful synergy between marketing, community building, and mining, illustrating how these elements can create a lasting competitive advantage for businesses.?

Sustainable change in business is not just achievable but essential for long-term success and community empowerment.

I'd love to know what this conversation sparks in you and how your business is "apprenticing with the problem".