Purposing explores how businesses can build purpose into what they do rather than focusing only on profit. Host Becky Willan, CEO of Given Agency, talks with leaders from major brands about the practical steps behind purpose-driven change. Guests discuss why John Lewis Partnership modernised its purpose during the pandemic, how The Body Shop made purpose matter internally, and what Lloyds Banking Group is doing differently to help Britain prosper. The show turns a misunderstood topic into clear, actionable advice for other businesses.
Episodes
Why tech and sustainability make the best of bedfellows: Inside ServiceNow’s approach to change | Lyndsay Harris-Kyei
What does it take to make sustainability part of the way a business thinks, operates and grows? And how can sustainability teams connect their work to business priorities, from customer needs and efficiency to innovation and revenue?In this episode, Becky is joined by Lyndsay Harris-Kyei, VP, Global Impact & Chief Sustainability Officer at ServiceNow. Drawing on ServiceNow’s journey to embed s
How fair are bananas? What Fyffes learned from a workers rights crisis in its value chain | Caoimhe Buckley
What does it take to make a global supply chain more sustainable? And how can businesses address the human rights and environmental challenges behind everyday products like bananas?In this episode, Becky is joined by Caoimhe Buckley, Chief Corporate Affairs Officer at Fyffes. Drawing on Fyffes’ journey to strengthen its approach to human rights and sustainability, Caoimhe shares how the company ha
What if supermarkets could end food poverty? The Iceland Food Club story | Hilary Berg
What does it take to turn a good idea into meaningful social change? And how can businesses work with communities to tackle real-world problems like food insecurity in ways that create lasting impact?In this episode, Becky is joined by Hilary Berg, a social innovation leader whose work spans initiatives including Iceland’s Food Club and projects with Alder Hey Children’s Hospital. Drawing on her e
LIVE from New York Climate Week: Finding the Actionable Edge
Sustainability has spent years building the business case, but the low-hanging fruit has largely been picked. The challenge now is finding the more difficult, higher-value opportunities that can drive growth and resilience.In this special live episode of Purposing, Becky is on the ground in New York for Climate Week, exploring how organisations can move from sustainability ambition to action, and
James Reed: "Socialism and Capitalism don't work, but THIS works." - How becoming PhilCo forces long-term strength, not short-term extraction.
In this episode, Becky is joined by James Reed, Chairman and CEO of Reed, one of the UK’s most recognisable and successful family-owned businesses. James is also the author of Karma Capitalism, a bold vision for a more ethical and purpose-driven approach to business.Becky and James explore what Karma Capitalism looks like in practice and whether responsible, values-led business models can truly th
The sustainable return on investment framework: Proving profit, people and performance can align | Emilio Tenuta
This week Becky is joined by Emilio Tenuta, Chief Sustainability Officer at Ecolab. With more than three decades working at the intersection of business and sustainability, Emilio has helped shape how one of the world’s largest B2B companies approaches growth, impact and responsibility, and how those priorities can be designed to work together.We talk about Ecolab’s Exponential Return on Investmen
The sustainability agenda 2026: Where leaders should focus their attention | Matthew Bell, CEO of Anthesis
What lies ahead in shaping the sustainability agenda in 2026? And what do leaders need to be preparing for to drive real-world change whilst driving profit?Today, Becky is joined by Matt Bell, the new CEO at Anthesis, for a more forward-looking, strategic conversation on what lies ahead.In this conversation, you’ll hear where leaders should focus their attention in shaping this year's sustainabili
When your purpose stops landing: How Legal & General rebuilt theirs and how you can too | Emma Hardaker-Jones
When a company built on purpose realises its purpose no longer lands, everything has to be re-examined. Even the language that once united it.So how do leaders reshape something so emotional, so foundational, without breaking what made it powerful in the first place?In this episode, Becky is joined by Emma Hardaker-Jones, Group Chief People and Transformation Officer at Legal & General. Emma h
Can your cuppa change a global industry? Putting the tea in sustainability | Gareth Mead, Lipton
We all love a cuppa, but did you know the contents of the mug in your hands could hold the key to transforming global value chains?in this episode, Becky is joined by Gareth Mead, Chief Communications & Sustainability Officer at Lipton Teas and Infusions, the world’s largest tea company.Gareth is responsible for shaping how the business defines and delivers its sustainability ambitions. With t
Mutual benefits: How YBS enacts purpose to make financial services mutual, meaningful and member-led | Susan Allen, YBS
What if decisions were not just owned by stakeholders, but shaped by the customers themselves? In this Episode, Becky is joined by Susan Allen. Susan is leading the organisation at a time when financial services must do more than deliver profits. They must build trust, resilience, and create lasting value for their members and communities. In this conversation, you’ll hear how a mutual organi
What the 'purpose gap' reveals about leadership and trust (and 3 THINGS needed to get employees to stay) | Sarah Gillard and Ben Hayman
Some estimates put the cost of replacing an employee in the UK at 25,000 pounds. And with one in five people considering leaving their roles, that really adds up. It's not just about risk, it's about missed opportunity. In this episode, Becky is joined by Sarah Gillard, CEO of A Blueprint for Better Business, a not-for-profit that helps organisations define and live their purpose. Sarah’s work ai
WWF’s innovative new model to fund wildlife conservation | Stanley Anyetei, WWF
In this episode Becky is joined by Stanley Anyetei, Financing Green Lead at WWF Netherlands. Stanley is helping to redefine how conservation is funded, shifting from traditional philanthropy to innovative financial models that bring in private capital and long-term resilience.In this conversation, you’ll hear why WWF is evolving its funding strategy in response to shrinking public and philanthropi
What is sustainable finance?: 3 steps to access cheaper, long-term finance and create impact | Vijay Bains, Emirates NBD Group
In this episode, Becky is joined by Vijay Bains, Group Chief Sustainability Officer and Head of ESG at Emirates NBD. With a career spanning climate science research, consulting, and corporate leadership, Vijay is leading the charge to embed sustainability at the heart of one of the Middle East’s largest banks, pushing the boundaries of what it means for financial institutions to take responsibilit
Unlocking influence and creating change as an individual | Arabella Ellis, Co-Founder of Gyre
The role of the sustainability leader is rapidly shifting. It’s no longer just about technical expertise – it’s about navigating complexity, unlocking influence, and leading transformation. So how do you actually do it?In today's episode, I’m joined by Arabella Ellis, cofounder of Gyre, and a seasoned leadership consultant and coach. With deep expertise in organisational psychology, she helps sust
Uniting Purpose and Storytelling to Drive Sustainability at Virgin | Darshna Myronidis, Group Director of Sustainability
Sustainability is a growing priority for organisations, but driving it forward can feel challenging and uninspiring. So how can we make it more engaging for teams while still delivering real impact?This week, Becky is joined by Darshna Myronidis, Group Director of Sustainability at Virgin. With over 20 years of experience, Darsh is now leading Virgin’s efforts to embed sustainability into the hea
A greener route: Decarbonising Europe's largest delivery network: Caryn-Ann Allen, Geopost
Cutting emissions is crucial for the planet. But how can we effectively shift the mindsets and behaviors of suppliers whose practices have a significant environmental impact?In this episode, Becky is joined by Caryn-Ann Allen, Group Associate Director for Sustainability at Geopost. Caryn is currently leading the charge on decarbonising Europe’s largest parcel delivery network, championin
Healing beyond healthcare: The role of sustainability in shaping Bupa’s vision for people and planet | Nigel Sullivan
What role can sustainability play in improving both the health of people and of the planet?In this episode, Becky is joined by Nigel Sullivan, Chief Sustainability & People Officer at Bupa. Currently leading their global push to integrate purpose at the heart of healthcare, Nigel is championing the intersection of human and planetary health to drive lasting impact across communities worldwide.
Championing the power of sport to drive meaningful social and environmental impact | Gemma Wiggs and Jamie McKeown, World Rugby
Sporting events can be truly transformative. But how do you create positive impact, long after the tournament ends?Today, Becky is joined by Gemma Wiggs and Jamie McKeown from World Rugby — the global governing body for rugby union and organisers of the Rugby World Cup. Gemma is Head of Tournament, Team & Rugby Services and is currently leading preparations for the Women’s Rugby World Cup Engl
Avon Calling: A Purpose-Led Model for Women's Economic Empowerment | Natalie Deacon, Avon
When an organisation has had purpose in the heart of the business for decades, how do you ensure you keep that purpose fresh?Today, Becky is joined by Natalie Deacon, Executive Director of Purpose and Sustainability at Avon. Natalie has been an integral part of defining and articulating Avon’s purpose, with particular focus on gender equality, breast cancer awareness and violence against women and
Driving innovation and change in urban mobility | Will Butler Adams, CEO at Brompton
Our cities have been built around the automobile. So how do we reclaim our streets to promote modes of transport that benefit both people and the environment?This week, Becky speaks to Will Butler Adams, CEO at Brompton. The company has inspired a whole new category within the bike industry and has become a force for positive change in urban mobility.In this conversation, you’ll hear how to build
Top 5 tips for 2025: Creating a culture that attracts and retains top talent
At this time of year, around one in ten of your workforce is looking for new jobs. And nearly half of employees are considering leaving their job due to employers failing to live up to their stated values and purpose. So what does it take to have a good business culture, and what role does purpose have in creating the culture that attracts - and retains - talent? In this best bits special epi
Breaking the glass ceiling through purpose: Finding Formula 1's first female driver with Ali Donnelly, More Than Equal
Less than 10% of all motorsports participation is female. And low statistics like this transcend across the sporting world compared to male athletes. With so many myths, stigmas and systemic barriers, how do you break the glass ceiling and allow these champions to take the wheel? Today, Becky is joined with Ali Donnelly, CEO of More Than Equal, the global not for profit organisation with
Executing global purpose strategy with local impact with Alma Alejandro
Having the right global purpose strategy to create change is essential. But how do you make sure it also has local impact? Today, Becky is joined by Alma Alejandro, Marketing Director for Global Intimate Health and Wellness Brands at Kimberley Clark. In this conversation, we'll be exploring how to drive global impact with the right global purpose strategy and how to demonstrate results.Do you want
Climate Week NYC Special with Stuart McLachlan and Annabelle Stamm, Anthesis
This episode is a Climate Week special, in which we’ll be getting an insider’s view of New York Climate Week - the people there, the key events, trends and topics.This year’s theme is ‘It’s Time‘, emphasises the urgency of climate action and spotlight businesses, organisations, and governments already driving momentum and breaking down barriers to progress. Today, Becky is joined by Annabelle
Driving long-term success in a family owned business with Steve Beechey, Group Public Sector Director at the Wates Group
Family-owned businesses are truly unique, serving as the embodiment of tradition, community, and legacy. But how do these qualities shape their sense of purpose? More importantly, can the core values that define family businesses be infused throughout an entire organisation, driving culture and long-term success?Today, Becky is joined by Steve Beechey, Group Public Sector Director at the Wates Gro
Can the creative arts slow down climate change? With Polly Mackenzie, Chief Social Purpose Officer at UAL
Creative expression brings joy, purpose, and meaning to human lives. More than that, it is the definition of the possible, the desirable and the tactical. But can the next generation actually use the arts to tackle climate change and help to build more equitable prosperity?Today, Becky is joined by Polly Mackenzie, Chief Social Purpose Officer at the University of Arts London and former Head of Po
How to build corporate reputation through purpose with Claire Hawkins, Director of Corporate Affairs and Investor Relations at Phoenix Group
Corporate reputation is more important than ever. Potential customers are not only looking at the services an organisation provides, but its public visual identity and how it makes a difference to society. But how do you build authentic corporate reputation through purpose and, in turn, create value?Today, Becky is joined by Claire Hawkins, Director of Corporate Affairs and Investor Relations
When to change your purpose with Chris Jackson, Group Head of Colleague Experience at Centrica
Having purpose at the heart of your business is essential for meaningful brand impact. It’s also essential that your purpose is understood by all areas of your organisation. But with growth, unpredictable change and societal shifts, can your purpose become irrelevant? Was it clear enough to begin with? And how do you know when it’s time to change your purpose? Today, Becky is joined with
How to measure meaningful brand impact with Mitch Oliver, Global VP of Brand and Purpose at Mars Inc.
The idea of brand purpose is pretty contested within marketing. Critics are claiming that we’ve reached ‘peak purpose’ and are calling for people in advertising to stop trying to save the world and get back to selling stuff. But is this true, or have we actually reached another level of maturity when it comes to purpose? With consumers more switched on to social change than ever, marketers ha
Trailer: Purposing Season 3
This year, many businesses are finding it tougher than ever. So wouldn’t it be easier to put purpose and sustainability on the back burner? At least until it feels like there’s less of a trade off with profit…What if I told you that despite the current economic climate, some of the world’s leading organisations are taking an entirely different approach, prioritising purpose as a fundamental driver
If we don’t fix the market, we won’t fix climate change with Steve Waygood, Chief Responsible Investment Officer at Aviva Investors
The science on climate change is clear: the planet is heating at an alarming rate. We’re already at risk of breaching the limits set in the 2015 Paris Agreement. Rapid action is needed to ensure net zero pledges are kept and sustainable practices are implemented across business. No amount of disclosure or engagement will correct the course we’re on if businesses and business leaders don’t fix
Moving faster, aiming higher, and digging deeper - the role of advocacy in purpose-driven businesses, with Char Love from Natura&Co
The power to drive real change comes when every single person in the business feels that they are extended members of the advocacy team - but what are the principles that underpin a credible and impactful advocacy strategy?Today, Becky Willan is joined by Char Love, Global Director of Advocacy at Natura&Co, whose subsidiary brands include Avon and The Body Shop. Char has a track record of work
Why systems-thinking is essential for purpose-led businesses, with Dr. Sally Uren, CEO, Forum for the Future
If businesses want to achieve anything more than incremental change which reinforces that system, we need a new way of operating. It’s true that the world is messy and complicated, but if we’re serious about delivering purpose and driving environmental and social change, we need to rewire the system around us so that we can all thrive in the future.When components of a system synchronize on shared
How Ben & Jerry’s put fearless activism at the core of their social mission
We need businesses and brands to have a tangible, positive impact on the world. Employees, customers and consumers expect it; they want to see the companies they work for and shop from take a stand on the issues they care about. But when those issues are complex and at times polarising, how does a business take action credibly and consistently, whether playing the role of advocates or activists?To
How to disrupt an industry through purpose with Hayley Still, CEO at Hydrogen Group
Recruitment is a commercially-driven industry where results and commissions keep the wheels turning. Few would expect purpose to be front and centre. But fundamentally, it’s an industry with people at its heart, and people are the drivers of purposeful change. So how can recruitment firms embed and activate purpose to transform their businesses?Today, host Becky Willan speaks to a leader who climb
The good growth story - how purpose, sustainability and innovation have built the Graze brand
Pioneers of purposeful business have been around for decades. Graze is a recent addition rewriting the snacking playbook for healthy people and planet. But what if balancing the needs of society with what's good for profits was required by law for every business?On this episode of Purposing, Becky Willan speaks to healthy snack CEO, Joanna Allen. She joined British supermarket staple Graze in 2020
How purpose can unite teams and drive impact, with Cath Possamai, Talent Acquisition Director for Amazon in EMEA
Having a clear, actionable purpose that acts as a real North Star can help businesses attract and retain talent, build engaged workforces and drive innovation. But what if your starting point is diverse, disparate teams with completely different agendas?Today, host Becky Willan speaks to Cath Possamai, Talent Acquisition Director for Amazon in EMEA. Before arriving in tech, she led recruitment for
How to unlock profit with purpose - what sustainability can do for your bottom line
Global supply chains and seasonal production gives fashion a big carbon footprint. We’ve heard a lot about this in fast fashion. But in the luxury space, the story is changing. Shoppers are conscious of where products come from, and how they impact the planet and people. But how can companies harness sustainability to drive purpose and growth?Today, host Becky Willan speaks to a Global Director of
Trailer: Purposing Season 2
It might feel like purpose is under attack from the “anti-woke” brigade. But that isn’t stopping leading companies rewiring their businesses around a different set of priorities - making them more sustainable, more inclusive, and, ultimately, more purposeful.Becky Willan, CEO of brand purpose agency Given, is back with a brand new season of Purposing - the podcast that lifts the lid on how to run
How purpose catalyses growth at the world's most successful furniture retailer, IKEA
In the last episode of the first season of the Purposing podcast, Given CEO Becky Willan speaks to Simon Henzell-Thomas, Global Director Climate, Ingka Group (IKEA). The two discuss how purpose can catalyse positive change inside and outside a global organisation, the challenge of sustainable growth, and busting myths about the retail giant. Simon explains how IKEA is shifting to sustainable
Bringing environmental and social prosperity through purpose with Peter Simpson, CEO of Anglian Water
Rewiring a business around a new set of purpose-driven priorities is a huge undertaking. It can take several years and involve reassessing strategy, culture, innovation, and investment. Companies serious about purpose recognise that every decision either advances or detracts from the role they play in profitably solving problems for people and the planet.In her latest podcast episode, Given CEO Be
Using purpose to drive growth, challenge inequality & tackle the climate crisis
Even if you’re not familiar with Reckitt, you’ll probably have some of their products in your home, including iconic household brands like Dettol, Finish, Strepsils or Durex. The company exists to “protect, heal and nurture in the relentless pursuit of a cleaner and healthier world.” As you’ll hear in today’s episode, they take this purpose seriously; and are working hard to embed it in every part
Making sustainable business transformation the engine of your purpose, with Esther Verburg, Executive Vice President of Sustainable Business and Innovation at Tommy Hilfiger Global & PVH Europe
When global fashion brand Tommy Hilfiger combined sustainability, inclusion and innovation in one team with a mission to drive purposeful business transformation, it was essential to embrace new ways of working.In her latest podcast episode, Given CEO Becky Willan spoke with Esther Verburg, Executive Vice President of Sustainable Business and Innovation at Tommy Hilfiger Global & PVH Euro
Refreshing purpose in one of the original purpose-driven businesses with Nina Bhatia, Executive Director, Strategy & Commercial Development at John Lewis Partnership
During 2020’s Covid pandemic, high street retail faced a catastrophe. But the high street legend John Lewis Partnership saw it as an opportunity - to take the time to refresh their purpose and galvanise their 78.000 Partners. Today, Nina Bhatia, Executive Director, Strategy & Commercial Development at John Lewis Partnership, sits down with Given CEO and host Becky Willan to discuss how th
Engaging leaders on purpose with Fiona Cannon
Building purpose into a business from the ground up is hard. No surprises there. But reinforcing a long-standing intention can be almost as tricky. This was the task Lloyds Banking Group undertook when they decided to double down on their ambition of ‘Helping Britain Prosper’. In this episode, host Becky Willan speaks with Lloyd Banking Group’s Sustainable Business Director Fiona Cannon
Making Purpose Personal with The Body Shop’s Jenny Whitehorn
It's one thing for C-suite executives to get excited about purpose. But what’s the point if that’s not reflected across the entire workforce?When the original activist beauty brand The Body Shop rewrote its purpose, the first question was: how do we get the message from the boardroom to the shop floor and help everyone understand, own and act on our purpose?Today, host Becky Willan sits down with
Why purpose driven businesses need to be more collaborative companies
Anyone interested in solving the world’s biggest social and environmental challenges will tell you that it can only be done through collaboration. No single business, NGO or government can do it alone. But that’s easier said than done. Charity Business In The Community (BITC) exists to help change that - by bringing organisations together to create a fairer and more sustainable world. To
Trailer: Purposing
Does your company's approach help solve the world’s problems? If not, it might be time to take action for the future of your business and the planet. Join CEO of Given Agency, Becky Willan and guests from some of the world's biggest brands to discover what it takes to become a truly purposeful business. New episodes air every second Wednesday.
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