In today’s world, consumers, employees, and investors alike are demanding more from businesses than just profit. They seek brands that align with their values, workplaces that offer a sense of meaning, and investment opportunities that contribute to a positive future. This is where Chief Executives for Corporate Purpose (CECP) steps in.
Founded in 1998 by a group of influential leaders including actor and philanthropist Paul Newman, CECP is a unique organization dedicated to helping companies leverage their purpose for measurable business success. CECP operates under the core belief that a strong sense of purpose isn’t just good for society, it’s a strategic advantage. Their mission is to equip CEOs and senior executives with the tools and resources they need to integrate purpose into their core strategies, driving positive social impact alongside financial performance.
CECP achieves this mission through a comprehensive approach. They conduct in-depth research on the evolving landscape of corporate purpose, analyzing trends, identifying best practices, and sharing this knowledge with member companies through reports, white papers, and industry conferences. They also provide guidance and support to companies as they develop and implement their purpose-driven strategies. CECP offers benchmarking tools that allow companies to compare their efforts to industry leaders and identify areas for improvement.
But CECP’s impact goes beyond research and consultancy. They foster a network of CEOs and corporate leaders committed to purpose. By hosting conferences, workshops, and other events, CECP provides a platform for knowledge sharing, collaboration, and peer-to-peer learning. This network-building fosters a sense of community and shared responsibility, propelling the movement of purpose-driven business forward.
The business case for purpose is compelling. Studies have shown that companies with a strong sense of purpose enjoy greater customer loyalty, attract, and retain top talent, and boost employee engagement. Purpose also enhances brand trust, attracts impact investors, and improves risk management. By addressing social and environmental challenges, companies can mitigate risks associated with climate change, resource scarcity, and social unrest.
CECP’s work extends beyond theoretical frameworks. They offer practical resources and programs that empower companies to act. The annual CECP Summit brings together hundreds of CEOs and senior executives to discuss best practices, share challenges, and collaborate on strategies for advancing corporate purpose. The CEO Action Pledge for Diversity & Equity, launched in 2019, unites CEOs from major corporations in a commitment to advancing diversity and inclusion within their organizations. Additionally, CECP advocates for standardized ESG (Environmental, Social, and Governance) reporting frameworks. These frameworks allow companies to measure and communicate their social and environmental impact alongside financial performance, fostering transparency and accountability.
However, challenges remain. Developing robust metrics to quantify social and environmental impact is a work in progress. Companies also face the risk of being accused of “greenwashing” — making unsubstantiated claims about their purpose-driven efforts. Finally, successfully integrating purpose into core business strategies requires a shift in mindset and a long-term commitment from leadership.
CECP is well-positioned to address these challenges. They provide companies with the tools and frameworks they need to measure impact authentically, communicate their purpose effectively, and integrate it seamlessly into their core strategies. They also have a fantastic leader in The Caring Economy’s recent guest Daryl Brewster.
Daryl Brewster’s career is a testament to the power of marrying business acumen with a deep commitment to social impact. As the spirited CEO of CECP, an organization dedicated to integrating purpose into the heart of corporate strategy, Brewster has spent over three decades navigating the intersection of commerce and conscience.
In our candid conversation on The Caring Economy, Brewster takes us through the milestones of his illustrious career, revealing how each step paved the way to his current role as a champion of purposeful business. From leading multimillion-dollar enterprises to orchestrating significant corporate comebacks, Brewster’s experiences have instilled in him a profound belief that companies can, and should, be forces for good in the world.
Under Brewster’s stewardship, CECP has become a guiding light for companies seeking to anchor their business models in purpose, fostering a corporate culture that prioritizes societal benefits alongside financial gains. He shares compelling case studies of businesses that have boldly integrated purpose into their core, driving both market growth and meaningful change.
Brewster’s philosophy extends beyond boardroom discussions, tapping into how purpose shapes company culture, invigorates employees, and solidifies customer loyalty. He stresses the importance of not only setting goals but also crafting a narrative that resonates with a diverse, global workforce. Through stories of challenge and triumph, Brewster offers a peek into the practicalities of leading with purpose, from leveraging educational initiatives to utilizing metrics that matter. He provides a glimpse into the future of purposeful business and extends an invitation to listeners to join this transformative movement.
The Milestones of a Purpose-Driven Career
Daryl Brewster’s journey to becoming a champion of purposeful business began with a diverse set of experiences that spanned over three decades. After starting his career in the consumer goods industry, Brewster went on to lead multimillion-dollar businesses, including serving as the CEO of Krispy Kreme Doughnuts, where he orchestrated a significant corporate comeback.
These experiences, Brewster explains, were instrumental in shaping his belief that companies can, and should, be forces for good. He shares that each step of his career paved the way to his current role at CECP. He witnessed firsthand the power of integrating purpose into the heart of a business andremains passionate about sharing that message with others.
Anchoring Business Models in Purpose
Under Brewster’s leadership, CECP has become a guiding light for companies seeking to align their business models with a deeper sense of purpose. He shares compelling case studies of businesses that have boldly integrated purpose into their core, driving both market growth and meaningful change. He confirms that the companies that have truly embraced purpose-driven business models are the ones that are thriving. They’re not only delivering strong financial results, but they’re also making a tangible difference in the lives of their employees, customers, and communities.
Brewster’s philosophy extends beyond boardroom discussions, emphasizing the importance of purpose in shaping company culture and invigorating employees. He stresses the need for companies to craft a narrative that resonates with a diverse, global workforce. He explains that companies need to weave a compelling story that connects their purpose to the daily lives of their employees. He underscores that when people feel a deep sense of purpose in their work, they become true ambassadors for the brand.
Brewster’s insights into the practicalities of leading with purpose provide a glimpse into the future of purposeful business. He emphasizes the importance of leveraging educational initiatives and utilizing metrics that matter, rather than relying solely on traditional financial measures. He notes that it’s not enough to simply set goals and track progress. Companies need to invest in educating their employees, customers, and stakeholders about
the importance of purpose-driven business. They also need to develop metrics that capture the true impact of their efforts, beyond just the bottom line.
Brewster notes that the future of business is purpose driven. Companies that are willing to take bold steps and integrate purpose into their core will not only thrive financially but will also leave a lasting, positive impact on the world.
