Get Grounded in Purpose Driven Leadership

At the very start of this month, some of our team here at Grounded, were lucky enough to be invited to the beautiful Grace Farms in Connecticut to attend?"The Imperative of Purpose-Centered Leadership", co-hosted by our friends at B Local Connecticut. Matthew McCarthy– former CEO of Ben & Jerry’s, invigorated us with a powerful keynote?around ?'democratizing courageous leadership' and sharing some of his own anecdotes and experiences about how to?deliver both purpose and profit.?

Courageous, Purpose Driven Leadership with Matthew McCarthy

Like a scoop of Phish Food, we just couldn’t get enough so we asked Matthew McCarthy a few more questions about what democratizing courageous leadership looks like. Read the full interview to find out what he said.?

Going First with Nell Derick Debevoise

Nell Derick Debevoise introduces us to her new book, Going First: Find the courage to Lead Purposefully and Inspire Action, and its companion, the Purpose Party Playbook!

Nell reveals the transformative journey her book takes– merging a purpose-driven ethos with practical action, drawing from 150 interviews, 15 years of experience, and a holistic perspective on leadership and personal fulfillment across the six spheres of impact.

Get the Book Here.

BPP Framework — Belief, Purpose, & Pursuits

Grounded’s BPP framework is Published by the ANA Center for Brand Purpose

Grounded’s framework (The BPP) is published by the ANA Center for Brand Purpose as best in class approach for helping brands, business and agencies around the world articulate their brand purpose.?It connects the ‘why’ of purpose to the ‘way’ of profit (or making money).

Think of it as a strategic blueprint that provides a succinct elevator pitch for ‘WHY, WHAT & HOW’. It drives decision-making, informs brand strategy, focuses resources, delivers impact and helps galvanize culture, values and behaviors - resulting in an articulation of why the brand exists, along with a differentiated value proposition.

Download the BPP Framework.

Creating Value by Doing Good

In this episode of the ANA’s (Association of National Advertisers) Beyond Profit Podcast, Phil White, our co-founder and CSO,?joins host Ken Beaulieu to discuss brand purpose, B-Corp status, leadership, the concept of exponential organizations and how Grounded naturally creates value by doing good for our clients.?

Listen Now.

Awards, Conferences, Donations & Events

We have been awarded packaging of the year by the Paperboard Packaging Council for WhistlePig Whiskey!?

Inspired by the prohibition-era Berkshire Pig, 10 year old whiskey was put in this pig shaped bottle which pours proudly from the rear. I can promise you - nothing finer has ever come out of a pig's a***. It has become an instant collectors items changing hands for $$$$ (if you can actually get one) and has also generated $125,000 for charity for the Gumball 3000 Foundation, which supports underprivileged youth.?Not bad for a naughty prohibition styled piggy-wiggy.

See Case Study.

We're also?thrilled to share that our work with Plan International USA and BAMM?has been selected as this year's winner for Nonprofit / Social Enterprise Research in Quirk's Media 2023 Marketing Research and Insight Excellence Awards ceremony!

Our research examined the hidden, culturally embedded barriers and stereotypes that hold back girls. We then activated?the empowering campaign,?Girls vs The Machine’ – an approach aimed at retraining the algorithm of unhealthy gender bias for adolescent girls with imagery as a start point.

See Case Study.

We're very excited to announce how Grounded World's 1% for the Planet donations are making a global sustainability impact!

Find out more.

Earlier this month, Phil broke down Grounded's Retail Activation For Good at the Path To Purchase Institute's Live & Expo in St. Louis, Missouri. Learn more about how to activate brand purpose and sustainability at retail.

Learn More.

On?December 12,?Grounded will be joining?the 1-Day conference,?Tapping Brand Potential for Social Good,?presented by the ANA Brands for Humanity Coalition. You will also hear from The LYCRA Company, PwC, NYU Stern School of Business, Prudential Financial, Airbnb about how to align purpose and profit, responsible business practices,?and more.

Register Here.

Our Must Reads on Purpose-Driven Leadership

What Courageous Leaders Do Differently

Most views of leadership are sub-optimal for the organizations where most types of work get done today. And so it’s time to re-think our view of courage for our modern context.

Why Unilever’s Downshift on Sustainability is Good News

Let’s not mourn the recent announcement that Unilever is shrinking its sustainability goals. Let’s celebrate it.

Let Corporate Purpose Guide You Through ESG Turbulence

Despite varying opinions on ESG’s impact on investor returns, a clear, stakeholder-inclusive statement of purpose can guide companies toward innovative, profitable solutions for societal and environmental challenges.

How Corporate Purpose Leads to Innovation

4 tips for harnessing your corporate purpose to improve your innovation success rate.