MASECO’s First Balancing Purpose and Profit Webinar Follow-Up

Written by Marketing

On Thursday 24th March MASECO Private Wealth hosted their first balancing purpose and profit webinar in support of B Corp month where we partnered with award-winning brand, COOK, the frozen meals company.

The focus for this event was around businesses ‘setting the direction for the future’. Our speakers, who both have an ESG lens to their business shared how they got started, why they chose to go down the B Corp certification route, what inspired them to create/change their business and discussed their individual journeys in regard to education and reinvention, including pains/challenges/successes along the way.

We also briefly touched on the broader ESG landscape, what are the new and current initiatives that MASECO and COOK have in place at this time. Below we share some highlights from the event, but if you’d like to view the full audio recording, please click here.

“Constantly I was having conversations with funds or banks saying, ‘we are not profit maximising’ and they would say that we were a lifestyle business. But no, we were deadly serious about growing our business and it wasn’t and isn’t about lifestyle, it’s about creating value for everybody rather than just value for ourselves. They just weren’t getting their heads around it and so I then went on a search and in 2010 I ended up in San Francisco, at an event called SoCap, which is short for Social Capital Markets, which is where all of the crazy misfits like me that weren’t accepting the status quo ended up and on stage came Jay Coen Gilbert, one of the Co-Founders of B Lab, who explained that they had invented B Corporation and the principle of it.” – James Perry

“I had a eureka moment, I thought that guy, he’s cracked it! So, I came back from San Francisco and said to Ed that we have to become a B Corp. Over two years later, we became a B Corp.” – James Perry

This webinar will be the first of a series of balancing purpose and profit events throughout 2022 and beyond, with a goal to help build awareness about the movement of people using businesses as a force for good.