How Greater Purpose Is Giving Canadian Businesses A New Way To Lead With Impact

Forbes

3 days ago

Shaping the next generation of business
Today marks the official launch of Greater Purpose, a Canadian platform built to bring together businesses that want to integrate purpose into the very core of how they operate. For Brad Offman, founder of Greater Purpose, this is the culmination of years spent listening, learning, and bringing together leaders ready to stand up for what matters most.
'We've actually been building this community for several years, starting with the launch of The Partnership Conference in 2019,' Brad says. 'But as much as I love our Conference and our other Regional Events, there are some real limitations. Events are ephemeral and short-lived. While they might be foundational to creating a movement, they aren't enough. We needed to fill the space that exists between events and in our view, that could only be done by creating a community that would drive our objectives on an ongoing basis.'
Greater Purpose is that space: a membership community where businesses can share insights, connect with peers, and amplify their commitment to social purpose. From exclusive events and a trusted purpose mark to brand visibility and a private online community, it offers a home for changemakers who believe in using business as a force for good.
Brad Offman, Founder and Chief Executive Officer
A New Definition of Success
For Brad, this work is deeply personal. Having spent most of his career in the corporate world—including time as a senior executive at a large financial institution—he understands that profitability and purpose aren't in conflict, they're intertwined.
'Greater Purpose defines success by commitment to social purpose. Wherever a business is on the path to purpose, there's a place for it in Greater Purpose,' he says. 'I've spent most of my career in the corporate sector, most recently as a senior executive at a large financial institution. I recognized early on that a company could change the world by leveraging its assets in the name of social good, and that didn't have to come at the expense of profitability or shareholder value. That was a profound moment for me.'
The Power of Community
Brad is clear that community is not just a feature—it's at the heart of everything. 'Community is such a critical part of the purpose journey,' he says. 'Change becomes easier when everyone gets on board. Changemakers are often outliers, especially in large companies. We provide a community to let these changemakers understand that they are not alone.'
It's about connection and collaboration, but also about belonging. 'Community is the foundation for collaboration, trust, and a profound sense of belonging. It is a critical element for driving the change we are driving to achieve.'
Purpose in Practice
From startups to established corporations, Greater Purpose's members come from all corners of the economy. But what unites them isn't a single set of metrics—it's a shared commitment to finding and living their reason for being.
'What unites our members is a commitment to finding and understanding their very reason for existing,' Brad says. 'Purpose isn't about impact, employee engagement, inclusion, sustainable procurement and good governance—but at the same time, it's about all of those things. Once a business, or an individual, defines its purpose, it becomes easier to answer existential questions about its strategy and its direction.'
What's most inspiring to Brad is seeing how purpose becomes a strategic North Star. 'What is unexpected is how many companies are thinking about purpose as a core strategic driver,' he says. 'It makes everything easier because it defines as a company what you will do, and just as importantly, what you will not do. Companies all have unique assets, and watching them deploy these assets in the name of their purpose is truly a fascinating sight to behold.'
Mission of Greater Purpose: To build the most dynamic business community for social purpose ... More professionals
A Defining Moment for Canada
As the world faces profound shifts, Brad sees a rare opportunity for Canadian companies to lead. 'We're living in very, very interesting times,' he says. 'The current geopolitical environment is forcing many companies to rethink their place in the world, and what's most interesting is that parts of the shift have happened virtually overnight.'
Even though Greater Purpose wasn't created in direct response to these turbulent times, Brad believes it's exactly what's needed right now. 'While we didn't create Greater Purpose in the context of the current geopolitical situation, I think having the haven of a purpose-driven community will provide an outlet for companies that are truly committed to this work,' he says.
And in those conversations with leaders across Canada, Brad hears something powerful: 'Canada is rethinking its purpose, and there is a powerful sense that Canadian companies can be global leaders when it comes to purpose. This isn't anecdotal. I'm talking to business leaders everyday and there's a sense that this is Canada's time to shine.'
Yet he's quick to emphasize that defining purpose is only the beginning. 'Paul Klein, another Forbes contributor, reminded me recently that having a strong purpose is merely the first step,' he notes. 'That purpose needs to be activated, and it needs to be activated quickly and immediately. Otherwise, we will miss this golden opportunity to take the lead on this issue, and demonstrate that companies truly have the power to change the world through a well-defined and thoughtfully activated purpose. The time is NOW.'
For Brad Offman and the growing community at Greater Purpose, today's launch is about more than a new platform. It's an invitation—to rethink what it means to do business in Canada, to lead with integrity, and to prove that the future isn't just about what you sell—it's about what you stand for.