There’s a noticeable shift happening in the world of entrepreneurship. We’re no longer building companies just to chase revenue or rack up valuations. More and more founders are driven by a deeper question: What kind of impact are we making?

As someone who’s spent years investing in early-stage companies—especially in health, wellness, and consumer products—I’ve seen firsthand how businesses built around purpose are not only changing lives but also outperforming their competition. It’s not a fad or a marketing trick. Purpose-driven business is the future, and for good reason.

Let me share a bit about why that shift matters, what it looks like in practice, and how founders can embrace both profit and purpose.

The New Definition of Success

When I first started out, success in business was defined by simple numbers—top-line revenue, market share, and exit multiples. And sure, those metrics still matter. But today, consumers, employees, and investors are demanding more. They want to support companies that stand for something, companies that make a positive difference in the world.

That’s why brands like Allbirds, Who Gives A Crap, and Liquid I.V. are growing so quickly. They’re building communities, reducing waste, improving health outcomes—and delivering strong returns. They prove that purpose and performance can go hand-in-hand.

Purpose is no longer a “nice to have.” It’s a business strategy. And it’s one that creates loyalty, trust, and long-term resilience.

Why Purpose Attracts Better Talent

One thing I’ve learned—especially as an investor—is that great businesses are built by great teams. And guess what? Purpose-driven companies attract better talent.

People want more from their careers than just a paycheck. Especially younger generations—they want to work for brands they believe in, brands that reflect their values. They want to wake up in the morning and know their work is creating some kind of ripple effect beyond profits.

When you’re building a startup, attracting top-tier talent can be a major competitive edge. And if your company has a clear mission, a real reason for existing beyond money, you’re going to draw in people who are passionate, committed, and willing to go the extra mile.

That passion compounds. It shows up in your product. It shows up in your brand. And it becomes part of your company culture.

Consumers Are Choosing Values Over Discounts

Let’s talk about buying behavior. Today’s consumer isn’t just buying a product—they’re buying into a mission.

Shoppers are reading labels. They’re checking to see how companies treat their employees, what their sustainability practices look like, how they give back to the community. And more often than not, they’re willing to pay a premium for brands that align with their values.

I’ve seen companies grow almost exclusively through word of mouth—not because they had the flashiest ads, but because they stood for something people cared about. When your mission resonates, your customers become your biggest advocates.

Whether it’s reducing plastic waste, improving mental health access, or supporting local farmers, that impact matters. It builds a brand that people want to support.

The Rise of Impact Investors

This shift isn’t just happening on the consumer side. It’s happening in capital markets too.

We’re seeing a rise in impact-focused venture capital funds and family offices looking to deploy capital in businesses that align with environmental, social, and governance (ESG) principles. That means more opportunities for mission-driven startups to raise funds and scale.

I’ve had the privilege of investing in companies that are tackling big problems—whether it’s rethinking hydration, making wellness more accessible, or changing how we approach mental performance. These founders didn’t compromise impact for profit. They found ways to do both. And in the process, they created brands that stood out in crowded markets.

How Founders Can Lead With Purpose

So what does this mean for you as a founder or aspiring entrepreneur?

It means you should ask yourself early—and often—why your company exists. What problem are you solving? Who are you helping? And how can you bake that mission into the DNA of your brand?

Being purpose-driven doesn’t mean you can ignore margins or scale. It means your business decisions—from product development to hiring to marketing—are guided by something bigger than revenue. And the best part? That clarity of purpose often leads to better business decisions.

Here are a few simple tips to integrate purpose into your company:

• Define your core mission early. Make sure it’s specific, authentic, and something you’re genuinely passionate about.
  
• Make your values visible. Put them on your website, talk about them with your team, and let them guide your strategy.
  
• Build partnerships that amplify impact. Whether it’s a nonprofit, a local organization, or another values-aligned brand, find ways to extend your mission beyond your product.
  
• Measure what matters. Track your social or environmental impact the same way you track KPIs. Accountability is key.
  

Final Thoughts

I’ve come to believe that purpose is the most underrated growth lever in business. When you lead with intention, everything aligns: your team, your product, your customers, your investors.

Purpose doesn’t mean sacrificing profit—it means giving your profit a direction.

If you’re a founder, ask yourself: What do I want this company to stand for, years from now? That answer could be the most powerful asset in your entire business plan.