7 INSPIRING BUSINESSES WITH PURPOSE IN THEIR DNA

This month we’ve been exploring identity and what it means to be truly purpose-led.

Purpose can show up in business in so many ways, from social-impact initiatives to products that actively make the planet a healthier place, and services that are grounded in powerful intention.

If you’re wondering how you can connect your identity and purpose with what you do, prepare to be inspired. Here, team foundher is sharing a few of the purpose-led businesses we love and why they resonate. From empowering fashion to a super fund that addresses inequality, these businesses are proof that you can thrive while doing good.

Take a look, be inspired, and let us know how you’re working to make the world a better place!

Financial equality: Verve Super

This female-led ethical super fund is actively working to close the wage and super gap by building the financial power of women. It uses stringent ethical screens to seek out investments that are good for the planet, the community and women. Recently, in a super fund first, Verve announced they’re now actively diverting members’ funds towards companies in Australia that are leading on gender equality.

Why it works: Putting values at the heart of their investment strategy is smart financial move. For example, research has shown for decades that companies that promote gender equality and inclusion perform better, while the 2020 Benchmark Report Australia found that ethical super funds have outperformed the market over short, medium and long terms. It offers women – who have long been denied a seat at the investment capital table – an opportunity to build their future wealth without compromising their integrity.

We love it ’cause… “Not only does Verve Super invest in companies that are leading the way on gender equality, it provides financial coaching for its members too, effectively building their money skills and confidence alongside their wealth.” – Megan, customer and community support

Empowering style: My Virtual Stylist

Rosie McKay is a Sydney-based stylist and the founder of online styling business My Virtual Stylist. Her mission is to empower women and men by guiding them to dress with intention. Rosie believes in fashion’s power to instil confidence and self-worth, saying, “Dressing with intention is a way of approaching style that factors in how you want to feel energetically, what message you want to project, and what you want to achieve in your day – and curating an outfit to suit.”

Why it works: With an inclusive approach, Rosie doesn’t focus on trends but on equipping people with the skills to pull together outfits based on how they want to feel – a far more powerful starting point. She values quality and craftsmanship over trends, and advocates for building a wardrobe of staples and personality pieces to create a range of feel-good looks, demystifing fashion and making it fun in the process.

 We love it ’cause… “Rosie’s real purpose is helping people express who they really are – she just uses fashion to do it. I love the philosophy behind her dressing-with-intention ethos, which encourages you to think about who you want to be and how you want to show up each day.” – Penny, content writer

Sustainable sparkles: Bidiliia

Australian brand Bidiliia is rewriting the rule book on jewellery, proving that beautiful, quality pieces can be affordable and ethical. Founder Anu’s experience as an accessories designer for top brands inspired her to find a better way to create her “serotonin-inducing jewellery” – one that didn’t trade fair standards for profit. Each Bidiliia piece is handmade by a family group of artisans in Tomatina, a small island off mainland Spain, using a combination of recycled and locally sourced metals and lead-free Swarovski crystals.

Why it works: The brand never negotiates on wages, ensuring that the artisans behind the designs are paid what they quote. Cutting out brokers and dealing directly with the artisans also means Bidiliia can keep costs affordable for customers, while the renewable materials used mean each piece is truly sustainable.

We love it ’cause… “Bidiliia jewellery is like happiness encompassed in a sparkle. I look down at rings on my fingers, see the way the light bounces off the crystals, get lost in the deep colour and a smile creeps onto my face every.time. The pieces are handcrafted by artisans to truly responsible standards. Sustainable, ethical and affordable, all in one. Good for the planet, good for the people and good for my happiness level!” – Leanne, business manager

Beauty with a conscience: Fluff

Fluff’s founder Erika Geraerts wants you to know that makeup is great, but it’s not essential. If you like wearing it, more power to you – as long as you don’t feel less without it. Its products are cruelty free, vegan and refillable, with compostable and recyclable packaging and a focus on responsible messaging, diversity and inclusion. Fluff’s mission is to keep things simple by making products that are good for your skin, your thoughts and the planet.

Why it works: The beauty industry is rife with confusing messages and impossible standards. So, Fluff is for anyone who wants to have fun with makeup, but would rather pass on the judgemental attitudes and tired stereotypes. It’s also a big tick for those who want to look good without costing the planet or harming animals, effortlessly challenging the enduring myth that quality beauty products can’t be made sustainably.

We love it ’cause… “The products are ethically and sustainably sourced and they continue to research and source better alternatives. They are very focused on the future of the planet. And, the products are actually amazing. I use the bronzer, lip oils and face oils.” – Anastasia, design lead

Socially responsible stationery: Words With Heart

A simple, everyday purchase has incredible power thanks to this social enterprise founded by Lauren Shuttleworth. Words With Heart produces eco-friendly, beautifully designed stationery such as business cards, notebooks and invitations, with every purchase funding female education, from schooling to business skills.

Why it works: We all need (and want!) great stationery, so buying from Words With Heart makes it easy to make a real difference with your spend – you can even track the power of your purchase in ‘days of education’ provided. They partner with reputable NGOs to support female education, including CARE Australia, One Girl, The Global Women’s Project and more. And, because 89 per cent of commercially cut timber in Australia is used for paper production, they have planet-first practices baked into the model, using 100 per cent recycled paper, eco inks and green electricity.

We love it ’cause… “Their model shows the incredible impact of putting sustainability at the heart of your business. Not only are they committed to empowering women, helping them to sustain livelihoods and support their families and communities, they’re kind to the environment in the process. And, the designs are seriously gorgeous, and customisable! It’s a game-changer.” – Elana, founder

Disruptive diamonds: Everledger

Australian Leanne Kemp is the brains behind this brilliant digital platform. Everledger uses blockchain and a wealth of other secure technologies to track the provenance of assets such as diamonds, art and fine wine. It rewards suppliers for prioritising sustainable production and gives consumers peace of mind about the true impact of some of the most pivotal purchases they’ll ever make.

Why it works: In the past, a reliance on paper-based certification has allowed fraud, theft and conflict stones (gemstones that are mined in war zones and sold to fund atrocities) to fester in the diamond industry. Everledger not only creates a digital thumbprint of diamonds and other assets, but tracks its lifetime story, so you can see exactly how sustainable and ethical your purchase really is. This secure certification and ownership ledger can be accessed by anyone using the digital network (think insurance providers and jewellers), minimising the risk of theft or fraud and providing transparency in a notoriously murky industry.

We love it ’cause: “Everledger is making a meaningful step towards ending conflict stones with this disruptive model that taps the power of transparency. The ripple effect is huge, as it allows consumers to make truly ethical purchases and encourages the diamond industry as a whole to push for improvements in sustainable sourcing.” – Elana, founder

Diverse talent incubator: Mogul

This innovative start-up is on a mission to bridge the gender leadership gap. Both a recruitment software platform and community hub, Mogul supports top diverse talent to achieve their goals while providing free educational resources for women and minorities in need globally through its partnership with the UN.  

Why it works: Co-founder and CEO Tiffany Pham is driven by a deep purpose to “unlock the world’s greatest potential”, which has seen the platform increase the diversity of its partners’ talent pipelines by an average of 74.4 per cent each year. Mogul has also launched initiatives to empower and connect women of all ages and career stages (from CEO to entry level) via its social and learning channels. More than 30 million users gather on the platform to network, upskill and share invaluable career advice.

We love it ’cause: “As an investor in Mogul, I’m inspired by how Tiffany has infused her purpose into every aspect of the business. Mogul is a business that’s truly doing good. #womensupportingwomen can create incredible ripples of change.” – Elana

Want to embed purpose into your business’s DNA? Take a look at our upcoming Sustainher program or reach out about our one-to-one partnerships.