Ear Brain Heart 12th June, 2022

How to tell if you’re purpose-washing

Most of us are to some extent purpose-washing. That’s because it’s tricky in a complex system to make every decision fully inline with our beliefs. Sophie Turton is an expert at helping impact-driven organisations put their words into action.

Sophie co-founded The Joyful, a brand and marketing agency for purpose-driven businesses. Her work involves helping businesses of varying sizes create a net positive impact, and is a champion for individuals’ agency in creating change.

Things to consider

  • A lot of businesses are trying to do right, but are are the mercy of external forces.
  • What feels in purposeful alignment in one culture may not work at all in another.
  • Net positive impact means that even the smallest organisations can have an impact.
  • Small to medium sized enterprises make up 99.9% of the UK business population (gov.uk, 2021).
  • Human beings need to feel they have a purpose.
  • Even those who preach the gospel of good intent still makes mistakes. Pobody’s nerfect, but we can strive for better by owning our mistakes.
  • Every time we use our voice or stand up for others, we push larger companies to make better choices.



I'm gonna see how, if I'm gonna be distracted by this cat or if I'm gonna make him go away. Go on. Off you, off you go.
Made him go away with your mind waves.
You're listening to Ear Brain Heart, an experiment in showing up. I'm Mark Steadman and I was the sort of kid to whom you could never say things were just so. I always wanted to know the why behind the what, and I feel like even more keenly today, especially when it comes to language.
Helping me …

Ear Brain Heart

A discussion with creative, purpose-led entrepreneurs and change-makers using their powers of persuasion for good. Through weekly discussions, I explore how we can combine creativity and compassion in our marketing.

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