Collaboration & Co-Creation

14 Brands Join Forces to Set New Standard for Purpose-Driven Business

With dedicated leadership and an actionable plan that prioritizes transparency, accountability and real results over rhetoric, the Purpose Pledge community aims to set a new standard for responsible business.

Published 2 weeks ago | About a 7 minute read

Image: Pachamama Coffee Farmers

In a timely counterreaction to the current US administration’s attempts to pressure the corporate world into distancing itself from a values-driven approach to business, Purpose Pledge — a new collaborative of purpose-driven companies committed to a stakeholder capitalism model — will launch next week at Natural Products Expo West 2025.

Initiated by Dr. Bronner’s, LIFT Economy and One Step Closer, Purpose Pledge invites both established and emerging companies to join them in pledging their commitment to 10 key areas — which comprise criteria for operating their businesses on the principles of a stakeholder approach to capitalism.

The participating pilot companies joining Dr. Bronner's are Gaia Herbs, Guayakí Yerba Mate, Kuli Kuli, Lundberg Family Farms, Mountain Rose Herbs, MUD\WTR, Nature’s Path Organic Foods, Numi Tea, Organically Grown Company, Pachamama Coffee Farmers, Philosopher Foods, SIMPLi and Wildway. Purpose Pledge will be led as a project of One Step Closer.

“The Purpose Pledge is a call for meaningful action, not just intention. We're inviting the world’s most exceptional, purpose-driven companies to challenge themselves and each other to take even bigger steps forward. I believe that this effort can be a global beacon for change in how business is done,” said Lara Dickinson, co-founder and Executive Director of One Step Closer — a nonprofit network of values-aligned CEOs working to address some of the greatest challenges facing food, agriculture and the planet. “Grounded in alignment with One Step Closer’s commitment to developmental leadership and systemic transformation, the Purpose Pledge fosters accountability, clear goals and collaborative momentum to drive a ripple effect of positive change.”

Specifically designed for companies in the food and beverage, health and wellness, personal care and apparel sectors — which manufacture products from land or ocean supply webs — Purpose Pledge offers companies a roadmap and support structure to meet rigorous commitments while facilitating long-term, purpose-driven investment funding for companies that need it.

“Business-as-usual profit primacy has led us into existential times. Change is necessary for humanity to navigate into a livable future,” said Kevin Bayuk, worker-owner of LIFT Economy — an impact consulting firm on a mission to create and model a racially just, regenerative and locally self-reliant economy that benefits all. “The commitment of a community of companies to the Purpose Pledge marks a critical leap forward, inspiring businesses to meaningfully contribute to the long arc of transformation of the economy.”

Raising the bar

In Fall 2023, representatives from Dr. Bronner’s, Lift Economy and One Step Closer gathered to discuss the escalating global polycrisis. At the root of these crises is the dominant model of shareholder primacy capitalism — a system that has fueled climate change and deepened social and economic inequalities.

The group concluded that existing certifications, standards, financing models and policy initiatives are wholly inadequate to meet these urgent challenges; and many companies exacerbate the problem through greenwashing and purpose-washing. It became clear that without a strong, collaborative framework for development and accountability, corporate commitments to better business would remain ineffective.

After refining goals for the initiative and defining criteria for a truly Purpose-led company, the group launched the Purpose Pledge to foster meaningful change. Recognizing the multi-stakeholder ecosystem on which a thriving business depends — Growers, Suppliers, Employees, Customers, Communities, the Earth and Each Other — the initiative establishes clear, actionable metrics designed to center stakeholder wellbeing and drive tangible impact. These metrics are designed to be meaningful, measurable and time-bound — backed by a committed community working together to turn intention into action.

With dedicated leadership and a well-structured, actionable plan that prioritizes transparency, accountability and real results over rhetoric, Purpose Pledge aims to set a new standard for responsible business.

10 commitments

The 14 pilot companies will embark on a multi-year journey to fulfill the 10 Purpose Pledge commitments:

Product Quality — Pledging companies commit to purposefully creating products that benefit the life and wellbeing of their customers/all stakeholders that use or consume them. Aside from Environmental Working Group's Skin Deep® database and EWG Verified® program for personal care products, no third-party standard yet exists to objectively measure the quality, usefulness or benefit of any heterogeneous set of products; so the determination of “benefiting wellbeing” will be the responsibility of Purpose Pledge members.
Independent Governance — prioritizes aligning company decisions with its values and purpose alongside healthy financial performance. This requires both CEO and a majority of the Board of Directors to co-sign the Purpose Pledge, signaling their commitment to the company's long-term purpose and to be in service to all company stakeholders.
Supply Web Integrity — Primary products must meet rigorous, holistic eco-social standards encompassing regenerative soil health, fair labor and (where applicable) animal welfare. Regenerative Organic Certified® (ROC) is the preferred standard.
Fair & Balanced Compensation — A maximum 20:1 ratio between the highest- and lowest-paid employees must be established and maintained by the pledging company for employees in the country where the company’s headquarters resides.
Living Wage — The Purpose Pledge utilizes the MIT Wage Calculator as a benchmark, guaranteeing employees can afford a decent standard of living in their communities.
Inclusion — An inclusive culture will be measured by implementing an annual employee engagement survey to evaluate employees’ sense of inclusion within the workplace and Company’s action plan in response to the survey results.
Community Engagement — A minimum of 1% of pledging company net revenue or 10% of net profits must be allocated to philanthropic initiatives — which can include charitable and political giving, greenhouse gas emissions reductions, and fair-trade initiatives or investments.
Climate Positivity — Pledging companies must actively strive to be climate positive, exceeding neutrality and becoming agents of positive change to ecosystem health and the atmosphere. To ensure tangible and validated progress, companies must commit to setting time-bound, strategic plans based on science-aligned targets.
Circularity for Zero Waste — The Purpose Pledge champions a circular economy, urging companies to achieve TRUE (Total Resource Use and Efficiency) certification. This translates to a minimum 90% diversion rate from landfills and incineration, closing resource loops and minimizing environmental impact.
Capability Building — Pledging companies commit to openness, transparency and knowledge sharing — readily offering expertise, resources and guidance to their peers. A culture of mutual support ensures every company is included on the path to achieving its pledges, amplifying the collective impact and paving the way for a network of accountable, thriving, purpose-driven businesses.

“I didn't start Kuli Kuli to sell products — I started Kuli Kuli to be a market-based vehicle of change to pull small farmers out of poverty by selling sustainable superfoods,” said founder and CEO Lisa Curtis. “Joining the Purpose Pledge feels so exciting, as we know there is so much we can learn and do to deepen our impact further.”

At the Natural Products Expo, the Purpose Pledge launch will be highlighted by an introductory address from Dr. Bronner’s Cosmic Engagement Officer David Bronner at the State of Natural and Organic keynote; followed by an official launch event and happy hour, where pilot brands will welcome attendees and media to learn more about the initiative’s goals and structure.

“The organic and natural products industry has been pioneering ecological, healthy and socially responsible products for decades. I think my grandfather, Emanuel Bronner, would be amazed to see how far we have come but also dismayed by the state of the world today,” David Bronner said. “As a society, we have to collectively embrace an economy based on ethical and not extractive and exploitative business practices. Purpose Pledge is an invitation for companies to rise and journey toward that just and healthy economy together.”

For more information, visit the Purpose Pledge website.