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Developing a Social Purpose in Your Organization | Carolyn Butler-Madden | episode 224

Social purpose in business has become increasingly important for employee engagement and customer retention, yet many leaders still struggle to understand what it means for their business. So, how can defining your purpose help you grow a profitable business that people love? Sharing inspiration from organizations such as Intrepid Travel, Patagonia, Unilever and PayPal, Butler-Madden explores the intrinsic connection between the two things that drive successful purpose-led businesses: Love (of people, planet and humanity – the raw emotion behind purpose) and Money (profit and commercial success). When purpose drives profit, it offers the ability to be ambitious in the change you seek to create over the long term. Meanwhile you build a meaningful business for everyone involved; you attract invested employees, customers, and investors; and you build trust, the currency of a valued business.

Carolyn Butler-Madden is inspired by a future where business is a force for good and brands drive profit through purpose. Her mission is to make social purpose a vital part of business in Australia and beyond. She does this through speaking, writing and consulting, and advising small, medium and large organizations. Her first book, Path To Purpose, was Australia’s first on cause marketing. Carolyn’s 30-year international marketing career includes 18 years as an agency owner, working with some of the world’s best brands.


During this interview Carolyn and I discuss the following topics:

  • What social purpose is and how relates to organizations
  • What the Ediman Trust Barometer
  • Why businesses need social purpose
  • How trust is so crucial in business
  • How to develop an organizational identity
  • How as a leader you can develop a social purpose
  • How small to medium businesses can establish a social purpose
  • How middle leaders can help develop social purpose in their organizations

Guest Resources

If you are interested in learning more about Carolyn’s resources be sure to check out the following links:

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