Profit with purpose: building a business that makes an impact

As economic instability, social inequities and climate crises intensify, a new generation of entrepreneurs is stepping up with purpose-driven missions. These trailblazers are creating thriving businesses that not only drive economic growth but also make a meaningful social impact.

Consumers are actively shifting their purchasing behaviors, with sustainable products growing 2.7 times faster than their conventional counterparts over the past five years, according to a joint study by McKinsey and NielsenIQ. This shift is pushing companies to rethink their impact, driving the rapid rise of businesses that prioritize both profit and purpose.

Joanna Buczkowska-McCumber, founder of Ideas for Impact, along with the team at The Thoughtful Co., have answered this call and are sharing their journeys—highlighting the successes and challenges of combining impact with economic goals and how they use purpose-driven marketing to inspire change.

Align your messaging with your values, and the right audience will connect with your mission

Joanna Buczkowska-McCumber

It all starts with a powerful “why”

Joanna Buczkowska-McCumber’s journey as founder of Ideas for Impact has been fueled by a passion to transform how businesses approach growth. “The driving force behind Ideas for Impact was a deep desire to shift the way businesses approach growth—placing sustainability and social impact at the core rather than treating them as afterthoughts,” she shares. With nearly 15 years of experience in sustainability and entrepreneurship, she envisioned businesses thriving economically, socially, and environmentally. It also meant building this model into the DNA of her business, "Working in impact and becoming a B Corp was non-negotiable for me," she adds.

She’s far from alone. The B Corp movement has gained significant momentum, with the number of certified B Corps surging from over 6,000 in 2022 to nearly 8,000 in 2023, spanning 93 countries and employing more than 700,000 people.

Buczkowska-McCumber’s vision was born from a stark realization: while startups received plenty of guidance on economic success, there was a glaring gap when it came to building purpose-driven businesses. She knew that to truly lead, companies needed to embrace sustainability as part of their core values. Ideas for Impact rose from that need—a bold solution offering the tools, services and strategies to help businesses transition confidently and intentionally, navigating the shift toward sustainability and long-term positive impact.

Balancing growth with impact isn’t easy—but transparency, authenticity, and real results set true purpose-driven businesses apart

Jillian Climie

In a similar spirit, Jillian Climie, co-founder of The Thoughtful Co., was driven by a passion for gender equity and an urgent need to address systemic pay disparities. Armed with her background in executive compensation, she recognized that by using her expertise, she could empower women to fight for the fair pay they deserve—all while guiding employers toward more equitable workplaces. “We’ve helped hundreds of women across North America and the United Kingdom achieve an average 25% increase in their compensation and worked with employers to implement more equitable workplaces. We are fuelled by our passion for what we do,” she says with pride.

The Thoughtful Co. is a shining example of how one organization's commitment to purpose can spark real change, using niche expertise to challenge societal norms and tackle one of the most pressing issues of our time—gender inequity in the workplace.

Impact-driven marketing strategies

For both Ideas for Impact and The Thoughtful Co., marketing is not just about growing their brand. It’s also about staying true to their values. Buczkowska-McCumber has embraced a content-driven approach, leveraging multiple platforms like LinkedIn, Substack, YouTube and podcasts to engage her audience. “Substack houses our monthly impact brief, our weekly Impact Snapshot and a space for sharing bold ideas and practical insights on sustainability, business and impact,” she explains. The podcast amplifies these ideas, bringing authentic stories of changemakers to life.

This multi-platform strategy enables Buczkowska-McCumber to meet her audience where they’re at while maintaining the integrity of her messaging. “Staying true to our mission while demonstrating the authenticity of our work has required a commitment to transparency and a willingness to stand apart from superficial trends,” she says. Despite resource constraints, Ideas for Impact’s focus on quality and authenticity has fostered a loyal audience.

The Thoughtful Co. has taken a similarly intentional approach to marketing. By sharing case studies and client wins, they make their impact tangible and build trust with potential clients. “We recently secured a $400,000 sign-on award for a client,” Climie shares. While confidentiality is paramount, many clients are open to sharing their successes anonymously, which has been instrumental in growing their brand.

Their emphasis on clear, factual and action-oriented messaging ensures that their marketing resonates with their target audience. This authenticity, combined with strategic marketing advice from a trusted advisor, has significantly boosted their revenue and reach.

Business can be a force for good—meaningful change starts with a bold vision and the courage to pursue it.

Joanna Buczkowska-McCumber

Standing out from the crowd

Both organizations acknowledge the challenges of marketing in a saturated space. For Buczkowska-McCumber, the struggle lies in demonstrating the authenticity of her work amidst a sea of purpose-driven messaging. “Balancing growth ambitions with resource constraints has been a recurring challenge—especially ensuring that we scale in ways that align with our value,” she says. Producing high-quality content across multiple channels demands time, focus and perseverance.

With more companies adopting sustainability narratives, the risk of businesses overstating or misrepresenting their social impact—often called ‘purpose-washing’—has made it harder for truly mission-driven brands to differentiate themselves. In a space where skepticism is growing, standing out requires more than just good intentions; it demands transparency, tangible results and a clear commitment to long-term impact.

The Thoughtful Co. co-founders faced a steep learning curve in marketing. Initially attempting to handle it themselves, they soon realized the value of expert guidance. “There’s a reason there are experts in this space,” Climie notes. With strategic input, they reframed their website, refined their sales funnel and learned how to allocate marketing resources more effectively.

Both organizations have found that staying focused and true to their core mission is key to overcoming these challenges. For Buczkowska-McCumber, this means leading with her “why” and ensuring that every piece of content aligns with her values. For The Thoughtful Co., it involves targeting their marketing efforts to directly reach their audience, reducing waste and increasing impact.

Lessons for aspiring social impact entrepreneurs

When asked to offer hard-won pearls of wisdom for new social impact entrepreneurs, both Buczkowska-McCumber and Climie emphasized the importance of clarity, focus and authenticity. Buczkowska-McCumber advises entrepreneurs to lead with their “why”. She says, “People are increasingly drawn to brands and content that show authenticity, so don’t be afraid to be vulnerable and share your journey. Align your messaging with your values and the right audience will connect with your mission.” She also stresses the power of simplicity, urging entrepreneurs to avoid trying to do too much at once.

Climie highlights the importance of seeking expert advice early on. “Find an advisor you trust—it’s worth it,” she says. She also encourages entrepreneurs to communicate their wins, even if it feels icky to sing your own praises. “We’ve gotten so many clients from talking about the amazing things we’ve done,” she says.

Both agree that knowing your target market and tailoring your marketing efforts accordingly is crucial. Buczkowska-McCumber and Climie’s experiences underscore the value of starting small, testing strategies and iterating based on feedback.

Inspiring change through business

The journeys of Ideas for Impact and The Thoughtful Co. remind us that businesses can be powerful agents of change. By prioritizing purpose alongside economic impact and aligning marketing strategies with their values, these organizations are not only building successful brands but also inspiring others to follow suit.

In a world grappling with complex challenges, the rise of social impact entrepreneurs offers a beacon of hope. Their commitment to creating a better tomorrow reminds us that business can be a force for good—and that meaningful change begins with a bold vision and the courage to pursue it.