Purpose 360 TruStory FM

Gen Z is an important stakeholder for companies: they're powerful consumers, passionate activists, and many are already part of the workforce. But when it comes to engaging Gen Z, older generations are the ones studying them—and deciding what will work best. 
This felt counterproductive to 16-year-old Ziad Ahmed, who questioned why decisions about his generation were being made without them. And so Ziad founded JUV Consulting in 2016—when he and his co-founders were still teenagers—to help companies make decisions and create campaigns with diverse Gen Zers at the table. 
We invited Ziad to speak about how, eight years later, JUV Consulting has created purpose-driven and inclusive campaigns for top companies, driven by the belief that the future revolves around co-creation, community, and challenging conventions. 
Since this conversation was recorded, JUV Consulting was acquired by United Talent Agency. 
Listen for insights on:
The fundamental topics and methods to engage Gen ZFinding common ground across generationsInvesting in and engaging Gen Z influencers Resources + Links:
Ziad Ahmed’s LinkedInUTA Acquires JUV ConsultingZiad Ahmed on EarnedCoachtopiaJUV Consulting’s Pro-Living Campaign
(00:00) - Welcome to Purpose 360
(00:13) - JUV Consulting's Ziad Ahmed
(02:48) - Who is Ziad?
(04:21) - Getting Gen Z in the Room
(06:46) - JUV Consulting
(08:45) - Their Purpose
(10:18) - Key Issues
(12:17) - Impact
(14:06) - Convincing Their Teams
(15:23) - Coachtopia
(18:30) - Developing Strong Relationships
(19:02) - Z Confrontation
(19:45) - Another Example
(20:32) - Influencers
(23:52) - Saying ‘No’
(24:01) - Pro-Living
(27:17) - Messaging in a Political Year
(28:43) - Last Word
(30:14) - Wrap Up

"If a check would fix the problem, I would've written that check already," said Sam Johnson, founder of Johnson Outdoors. These words embody the company's ethos founded with a reverence for nature and a commitment to its preservation. Since its inception, Johnson Outdoors has steadfastly safeguarded the outdoors while nurturing consumers’ passion for outdoor adventure and enjoyment.
At the heart of Johnson Outdoors' success lies an unwavering commitment to its founding principles. As a family company, its leadership understands and protects the company’s values and purpose. As an employer, the company hires individuals who share this deep-rooted respect for nature, helping foster a culture united in environmental stewardship and a love for spending time outdoors.
We invited Connor Leipold, Johnson Outdoors Spokesman and SCUBAPRO Brand Manager, to share his insights. This initiative continues to inspire and empower outdoor enthusiasts worldwide, demonstrating our collective commitment to preserving the natural wonders that serve as our playground.
Listen for insights on:
How tapping into employee passions can inspire innovationSurpassing goals in the consumer and employee-driven Clean Earth ChallengeIdentifying like-minded partnerships and creating innovative preservation solutionsResources + Links:
Connor Leipold’s LinkedInJohnson Outdoors’ 54-year historyClean Earth ChallengeCoral Reef Restoration with Mote
(00:00) - Welcome to Purpose 360
(00:13) - Johnson Outdoors • Connor Leipold
(02:43) - Meet Connor
(04:24) - Brands and Divisions
(05:43) - Innovation in Products and Programs
(07:39) - Their Purpose
(09:19) - Legacy and Environment
(11:34) - Superior Design, Low Environmental Impact
(13:05) - Clean Earth Challenge
(16:40) - Success Stories
(19:17) - Partnerships
(21:33) - Lessons Learned
(24:59) - Sustainability Pillars
(26:29) - Relationship with Mote
(29:40) - Advice for Listeners
(31:09) - Last Word
(32:46) - Wrap Up

At the heart of Eli Lilly's purpose lies a deep understanding: their insulin is more than just a product—it’s essential for peoples’ health and survival.
This purpose, to unite caring with discovery to create medicines that make life better for people around the world, is embedded deeply within the organization. The company focuses on ensuring their medicines are inclusive to all patients by investing in clinical testing diversity and removing obstacles that might prevent patients from accessing their medicine—both at and beyond the pharmacy counter. And, to ensure patients have reliable access to life-saving medications for years to come, Eli Lilly has invested $100 million towards achieving climate goals by 2030. Through this commitment, Eli Lilly is not only safeguarding the planet but reaffirming the company’s dedication to the well-being of every individual who relies on their medicines.
We invited Jim Greffet, Head of ESG Strategy at Eli Lilly, to explain how the company’s environmental and social commitments are grounded in purpose strategy, as well as how the company helps its employees lead purposeful careers.
Listen for insights on:
Purpose’s role in long-term strategyImproving health outcomes through philanthropic investmentsUnderstanding equity and inclusion at your company through the “employee journey”Inspiring employees to identify environmental solutions and investing in themResources + Links:
Jim Greffet’s LinkedInESG at Eli LillyLilly 30x30
(00:00) - Welcome to Purpose 360
(00:13) - Eli Lilly
(02:06) - Meet Jim Greffet
(04:00) - A Day in the Life
(06:53) - Purpose Statement
(08:20) - Diabetes
(09:04) - Living the Value of Accessibility
(13:35) - Measuring and Scaling
(14:22) - Local Investment
(15:43) - DEI
(17:31) - Level Up
(20:34) - Societal Changes to DEI
(21:58) - DEI and Supply Chain
(23:00) - Environment
(26:39) - Lightning Questions
(28:46) - Last Words
(29:55) - Wrap Up

Caryl Stern's remarkable journey spans more than 30 countries and several high-impact roles, including former CEO of UNICEF USA, former Executive Director of the Walton Family Foundation, and present Chief Impact Officer at LionTree, an independent investment and merchant bank for creativity, community, and capital. From her inspirational upbringing (shaped by her mother who survived the Holocaust) to her innovative work at UNICEF, Caryl offers invaluable insights for navigating the complexity of a changing world. She shares poignant stories about the importance of urgency in helping children globally and how storytelling can mobilize support for essential causes.
Caryl also discusses her work at LionTree to drive social impact through innovative, for-profit solutions. Caryl’s journey illustrates how a sense of responsibility to create a better world can accelerate impact.
Listen for insights on:
Mobilizing support and awareness for critical causesTransitioning to new opportunities and career pathsEvolving as a leader to meet the needs of your organization Resources + Links:
Caryl Stern’s LinkedInLionTreeCaryl Stern’s PodcastCarol Cone on Listen on Purpose
(00:00) - Welcome to Purpose 360
(00:13) - Lion Tree • Caryl Stern
(02:27) - Caryl’s Background
(06:52) - Leadership
(10:02) - Listening and Learning
(11:54) - UNICEF
(18:55) - Balancing Heritage with New Ideas
(21:56) - Walton Family Foundation
(24:44) - LionTree
(27:07) - Advice
(28:59) - Wrap Up

As technology continues to redefine industries and jobs, IBM is a beacon of progress, driven by a purpose to be a catalyst that makes the world work better. Through flagship initiatives like the SkillsBuild program, IBM is arming both internal and external workers with the tools and knowledge necessary to thrive in today's economy. By fostering opportunities for upskilling and reskilling, IBM not only bolsters individual employability but also empowers individuals to pursue career paths previously out of reach.
Justina Nixon-Saintil is one example of the transformative power of continuous learning. Initially an engineer and then an educator, Justina today serves as IBM's Vice President and Chief Impact Officer — so she knows a thing or two about reskilling and adaptation. We invited Justina to share how IBM is setting a standard for corporate responsibility through employee volunteering, skills development, and the Sustainability Accelerator, which has been heralded as a blueprint for corporate responsibility.
Listen for insights on:
Activating employee volunteers through their skills and passionsAdvancing in or getting started with your sustainability careerCreating an infrastructure that evaluates the internal and external ethical use of AIResources + Links:
Justina Nixon-Saintil’s LinkedInIBM is skilling 30 million people globally by 2030IBM SkillsBuildIBM Sustainability Accelerator
(00:00) - Welcome to Purpose 360
(00:13) - IBM's Justina Nixon-Saintil
(02:23) - Justina’s Background
(05:37) - Engineer to CIO
(08:25) - Insights with Gap Time
(10:36) - IBM’s Purpose Statement
(11:46) - Volunteerism
(13:57) - SkillsBuild
(18:11) - IBM Sustainability Accelerator
(26:12) - Impact Measurement
(27:25) - Future of AI for Social Impact
(31:03) - Suggestions for Careers in Social Impact
(33:21) - Recommendations
(34:41) - Last Word
(36:04) - Wrap Up

How do we identify the companies that are truly "good?” We might look through their sustainability reports or tally up the awards they've received, but finding an answer is rarely simple—and it can depend on a range of factors, from how companies treat their employees to whether they practice sound governance.
JUST Capital is at the forefront of this work. A non-profit organization dedicated to aligning corporate behavior with the values of the American public, JUST Capital releases its highly anticipated "100 Most JUST Companies" list each year to spotlight the businesses that prioritize their workers, communities, customers, the environment, and shareholders and governance over profit alone.
Martin Whittaker, CEO of JUST Capital, returns to Purpose 360 to explore the recently released 2024 rankings, shedding light on what matters most to Americans today and what distinguishes the most “just” companies from all the rest.
Listen for insights on:
The American public’s three most important issuesWhy “just” companies lead in financial performanceThe methodology behind the JUST 100Resources + Links:
Martin Whittaker’s LinkedInThe 2024 JUST 100Contact JUST CapitalThe Case for Purpose
(00:00) - Welcome to Purpose 360
(00:13) - Just Capital • Martin Whittaker
(01:50) - Martin’s Background
(03:28) - The JUST 100
(07:31) - Query Numbers
(08:49) - Core Issues
(11:10) - Governance
(12:07) - HPE
(14:06) - CEO Leadership
(15:22) - Hard Results
(17:16) - Surprises
(17:53) - Other Stories
(18:53) - Best Practices
(20:38) - Responsible Business
(22:07) - 5 Years
(25:11) - Last Words
(26:25) - Wrap Up