Regenerative Business: Purpose + Profit = Long-Term Success
- Sally McCutchion
- 3 days ago
- 3 min read
There’s a common belief in business that you must choose: focus on profit, or focus on purpose.
But this is a false dichotomy — and it’s one that holds organisations back.
In my work, I see again and again that when purpose is treated as a strategic asset rather than a “nice-to-have,” businesses not only perform better financially — they create richer cultures, stronger relationships, and far more resilient systems.
This is the ripple effect in action.
Regenerative Business and the Myth of “Purpose vs Profit”
The problem with a purely linear profit mindset is that it frames success as extraction: more output, faster growth, higher returns — often at the expense of people, planet, and long-term health.
A regenerative business, in contrast, views value creation as circular and interconnected. Purpose fuels profit, and profit sustains purpose.
As Larry Fink, CEO of BlackRock, has said in his annual letter to CEOs:
“Purpose is not the sole pursuit of profits but the animating force for achieving them. Profits are essential, but profits and purpose are inextricably linked.”
Purpose isn't charity. It’s a competitive advantage.
And the data backs this up: Deloitte’s 2020 Global Marketing Trends Report found that purpose-driven companies grow three times faster on average than their competitors and build significantly higher customer trust and loyalty.
Purpose as a Strategic Asset in Regenerative Business
When purpose becomes embedded, not broadcast, organisations unlock:
Higher employee engagement and retention
Better decision-making aligned to long-term goals
Greater innovation through shared meaning
Enhanced brand loyalty and community trust
It becomes easier to answer tough questions:
Why does this decision matter?
Who benefits?
Who might be affected?
Does this align with the organisation we are choosing to become?
A regenerative business doesn't tack purpose onto the side — it uses purpose to steer every strategic choice.
Ripple-Effect Case Studies:
Purpose in Action ~ Riverford Organic Farmers
Riverford is a powerful example of regenerative thinking. Beyond being employee-owned, it actively engages with natural, social, and economic ecosystems.
Through initiatives like its Wicked Leeks publication, Riverford doesn’t just sell food — it invites customers into a conversation about land, community and responsibility.
It recognises ripple effects in soil, supply chains, and society.
Operational Kindness - Pret A Manger & Flight Centre:
Pret’s “random acts of kindness” approach — allowing staff to offer free products — is more than generosity; it’s a deliberate trust-building act that humanises service and builds loyalty.
Similarly, during my time at Flight Centre, leadership training actively encouraged random acts of support and appreciation within teams. That culture of kindness was not an afterthought — it was part of what made the organisation high-performing.
These practices weren't fluffy. They created belonging, energy, and shared commitment — and those qualities drive profit.
Embedding a Regenerative Business Mindset
A regenerative organisation sees itself not as a revenue machine, but as a living system.
This means:
Purpose is a daily reference point — not wall art
Decisions consider impact across people, planet, and profit
Leadership creates conditions for emergence, not control
When purpose is integrated, small ripples accumulate into meaningful change.
Practical Ways to Activate Purpose and Profit Together
Here are practices I encourage with clients when we work together:
Random Acts of Kindness
Small moments of generosity build culture, safety and discretionary effort — quietly compounding into loyalty and care.
Shared Leadership
Empowering teams to take initiative and own outcomes increases both innovation and accountability.
Purpose-Led Strategy
Anchor goals not just in financials, but in the positive impact your organisation seeks to create — and measure progress in multiple forms of value.
Purpose isn’t a slogan. It’s a management discipline.
Regenerative Business: Purpose Creates Profit — and Meaning
When businesses treat purpose as fuel rather than friction, performance improves — not in spite of purpose, but because of it.
Regeneration begins with intention. It is sustained by daily choices. And its ripples expand through people, culture and community.
If you’re ready to explore your organisation’s ripple effect and embed purpose as a strategic foundation, I’d love to talk.
This is Part Three of a four-part series on The Ripple Effect and the foundations of regenerative business. The final instalment explores how to activate regenerative structures and everyday practice inside your organisation.
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