In our rapidly evolving business landscape, the demand for companies to contribute positively to society is more pressing than ever. Ingrid Kajzer Mitchell, an associate professor and researcher at Royal Roads University, has partnered with the Canadian Purpose Economy Project to explore how social purpose businesses those committed to making a better world can mobilize their influence and collaborate to drive systemic change.
Understanding the Research:
The central question driving this research is: How are Canadian social purpose businesses mobilizing and utilizing their spheres of influence to collaborate, deliver on their purpose, and scale impact beyond their own business?
"We aim to map how social purpose businesses interact with stakeholders and identify the enablers and barriers they encounter in this process," said Kajzer Mitchell.
The research, which is funded through a SSHRC Partnership Engage Grant, has three key objectives:
- Mapping Interactions: Understand how social purpose businesses engage with stakeholders and identify the enablers and barriers they face.
- Developing Case Studies: Create case studies of emerging and best practices while co-designing a framework with CPEP to help social purpose businesses leverage their influence and accelerate impact.
- Extending Theory and Practice: Enhance both the theoretical understanding and practical applications of social purpose businesses.
The project, which involves around 12 social purpose companies and 20 thought leaders, is designed to produce a framework that offers actionable insights and a roadmap for these businesses.
"We are still finalizing data collection and analysis, but we are already identifying key strategies and challenges that these businesses face," said Kajzer Mitchell.
Coro Strandberg, chair of CPEP, emphasizes the importance of social purpose businesses collaborating with stakeholders to advance on their purpose. Social purpose businesses typically begin by embedding their purpose into every aspect of their operations, then engage the broader ecosystem on their purpose.
"The ultimate goal of social purpose is to realize impact by fostering collaboration with others to achieve their purpose goals," explained Strandberg.
However, fostering such collaboration can be challenging. "It's not a competency that businesses have by nature or through classical education," she added. There are also questions around adopting, implementing, and authentically disclosing a company's social purpose.
"The societal problems these businesses address through their core purpose like climate change or income inequality are too complex for a social purpose business to tackle alone. By pooling resources and expertise, they can affect meaningful change - and drive progress on their purpose."
According to Kajzer Mitchell, many social purpose businesses are already mobilizing their stakeholders and allies to amplify their impact. They join forces to lobby and apply pressure on local and national governments, work with key actors across their ecosystems, initiate research projects, and co-create new industry standards with associations. This collective approach strengthens their efforts and sets a powerful example of purposeful collaboration in action.
By 2030, CPEP aims for 25 per cent of Canadian businesses to adopt a social purpose with authentic implementation, performance disclosure, and collaboration at the heart of their corporate strategy.
"Reaching this 25 percent mark will create the tipping point, making social purpose mainstream", elaborates Strandberg.
Kajzer Mitchell and Strandberg's partnership serves as a real-world example of the collaboration their research advocates.
"I think it's a true partnership, and it was unexpected to me how much it would be so," said Strandberg. "It might be Royal Roads University style, but that surprised me as an outside partner coming into this project how co-creative it was."
This collaboration, at the core of their research, aims to develop case studies showcasing effective practices and create a framework that will help social purpose businesses engage with stakeholders to realize their purpose and drive transformational change.
"We want to provide practical tools that help these businesses engage effectively with stakeholders and other actors and drive transformational change," added Kajzer Mitchell.
While more companies are recognizing that profitability and social good can coexist, not all are yet fully embedding social purpose into the day-to-day activities within the business.
"Without deeply embedding the social purpose into the strategy, the organizational culture, and decision-making processes, organizations may find it difficult to mobilize support or collaborate effectively," Kajzer Mitchell pointed out. External factors, such as differing stakeholder perceptions and entrenched market power dynamics, further complicate the efforts to effect change.
By fostering an environment where social purpose businesses collaborate with stakeholders and ecosystem actors to tackle complex issues to realize their purpose, CPEP aims to drive systemic change that benefits society as a whole.
Ultimately, the Canadian Purpose Economy Project represents a crucial step toward an economy that prioritizes long-term well-being.
"This research project is ultimately about building a healthier society for all, where businesses are essential actors in driving social change." - Ingrid Kajzer Mitchell
You can get involved and stay informed by subscribing to the Canadian Purpose Economy Project newsletter. You can also find CPEP on LinkedIn here, and if you believe in the value of social purpose in business, consider signing the Call to Purpose.
