The Purpose Pledge: The First Step Toward a More Equitable Economic System for All

The world is changing every day in ways we haven’t seen in our lifetime. While our Federal government may be attempting to roll back progress, some consumers, workers, and investors are taking bold steps forward. They’re aligning themselves with businesses and products that have purpose woven into their foundations and view sustainability and fairness as integral to their mission, not as add-ons or part of a marketing scheme.

In response, a new effort is gaining momentum: the Purpose Pledge. Initiated by Dr. Bronner’s, LIFT Economy, and One Step Closer (OSC), the Purpose Pledge is a bold redefinition of corporate responsibility that places sustainability, fairness, and long-term value creation at the heart of business operations.

A Shift Toward Stakeholder Capitalism

Traditional business models have long prioritized short-term financial gains, often at the expense of long-term health. Therefore, a growing number of companies are embracing a stakeholder approach to capitalism. This model considers the well-being of employees, suppliers, customers, communities, and the environment alongside serving shareholders.  This shift is reflected in the Purpose Pledge’s 10 key commitments, which range from ensuring fair wages to implementing climate-positive initiatives and fostering inclusive workplaces.

At One Step Closer (OSC), we believe this pledge is not just a trend—it’s a necessity. Companies that uphold these commitments are building resilient, future-proof businesses that will thrive in a rapidly evolving market. While the Purpose Pledge may seem aspirational now, for its members, it is an important baseline for purpose-driven business and it models what could be possible for all companies in a more just economy. 

The Numbers Don’t Lie: Why Purpose Matters

Despite the pendulum shift we’re seeing in the roll-back of corporate DEI and ESG programs at multinational companies, the demand for ethical and sustainable business practices remains strong. And for sound economic reasons: Studies show that companies with strong ESG (Environmental, Social, and Governance) practices outperform their peers financially (Sustainable Brands, 2024; Neilson, 2023). For instance, Kroll’s analysis of over 13,000 companies found that those with better ESG ratings had annual returns of 12.9%, compared to 8.6% for those with lower ratings. Certified B Corporations (B Corps) have grown to over 8,000 businesses across 93 countries (B Lab, 2024), reflecting the value consumers and companies alike place on the type of certification.

Beyond Certifications: An Inflection Point for Purpose-Driven Brands

Amid growing consumer skepticism and a political landscape where corporate responsibility is in the spotlight, those who have built purpose into their DNA are leading the charge. Greenwashing, the practice of misleading consumers about the environmental benefits of a product or service, has become rampant. A 2023 survey found that 49% of consumers have encountered products that made exaggerated environmental claims, and 57% of consumers are wary of businesses that claim to be more sustainable than they actually are (Nielsen, 2023). This growing distrust is evident in the fact that 66% of global consumers are willing to pay more for brands that are transparent about their sustainability efforts.

As consumers increasingly reject these false claims, companies that authentically commit to purpose-driven practices are setting themselves apart. The Purpose Pledge offers a clear path for businesses to not only avoid greenwashing but to truly lead in sustainability, transparency, and social impact.

A Roadmap for Transformation

The Purpose Pledge is more than an aspirational statement or virtue signal—it’s an action-oriented framework designed to hold natural products companies accountable. Through ongoing collaboration, pilot companies, including Dr. Bronner’s, Gaia Herbs, Guayakí Yerba Mate​, Kuli Kuli, Lundberg Family Farms, Numi Organic Tea, Mountain Rose Herbs, MUD\WTR, Pachamama Coffee, Nature’s Path Organic Foods, Organically Grown Company, SIMPLi, Philosopher Foods, and Wildway, have committed to measurable progress in areas such as:

• Independent governance to ensure leadership prioritizes long-term purpose over short-term profits.
• Supply web integrity to meet high ethical and environmental standards.
• Circularity for zero waste to dramatically reduce landfill contributions and promote regenerative practices.
• Living wages so employees can thrive, not just survive.

Building a More Just, Regenerative Future. Together.

The natural products industry has long been at the forefront of sustainable and ethical business practices. 

However, we must go further. The Purpose Pledge allows companies to think bigger and work together to reshape our economic system. It’s not just about one company making changes—it’s about an entire community of businesses paving the way for a more just, regenerative future.

At OSC, we are proud to be one of the architects of this movement, helping companies navigate the complexities of purpose-driven transformation while fostering a community of accountability, shared learning, and real impact.  We know that a community of businesses can go much further than one business alone and we know how to cultivate that community.  The Purpose Pledge is our way of providing the OSC Community and their teams a road map chock full of resources, including OSC industry-wide collaboratives, to enable companies and leaders to take many steps closer to just, regenerative prosperity. 

The Time for Action is Now

Launching the Purpose Pledge at Natural Products Expo West 2025 is just the beginning. Through hands-on support, shared resources, and a growing network of mission-aligned leaders, OSC is committed to ensuring that the Purpose Pledge isn’t just another declaration but a real catalyst for long-term transformation. As more companies commit to these principles, we can prove that businesses can be a force for good—without sacrificing financial success. 

The future of business is purpose-driven. Purpose Pledge enables OSC to provide our CEOs and member companies a path to go further than ever before with a developmental and accountable community. Will you join us? purposepledge.org/contact