Balancing Purpose and Profit: How Three B Corps Are Changing the Game

Doing business with purpose isn’t a side project anymore, it’s the blueprint for long-term success.

The purpose of our series “Balancing Profit and Purpose” is to showcase companies that intend to use business as a force for good.

Here are three great chats we’ve had with companies that are walking the walk.

Jo Lankester – Jack & Grace

Communications built on clarity and conscience.

Jack & Grace is a strategic communications agency with one clear mission: to amplify voices that are doing good in the world. Their focus is on making comms meaningful, not just noisy.

“We think comms is a superpower,” says Jo, “and we want to use it to support businesses making a positive impact.”

They steer clear of gimmicks and focus on purposeful messaging, helping value-led organisations connect with their audiences in ways that stick.

Jo built the agency with flexibility at its core, both in how they work and who they work with. Many of the team joined after leaving corporate roles in search of something more aligned with their values. That alignment matters, and it shows.

Being a B Corp has helped Jack & Grace put structure around their intentions. It’s a tool for accountability and growth, and proof that you can scale impact while staying grounded in your purpose.

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Ben Matthews – Empower

Digital strategy for causes that matter

Empower helps charities and purpose-led organisations make a bigger digital impact. For Ben, it’s about being intentional with every campaign, every post, and every piece of content.

“Our vision is to support causes that make, shape, and leave the world a better place,” he says, and that vision drives everything they do.”

They put wellbeing front and centre. From four-day weeks to mental health support, Empower’s approach to people is as thoughtful as their approach to work. And it works because happy teams do better work.

B Corp certification was more than a milestone, it was a mirror. It helped Empower embed values like inclusion, equity, and sustainability into every layer of the business. For Ben, it’s proof that doing good and doing well are not mutually exclusive.

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Matt Golding – Rubber Republic

Creative storytelling for a better future

Rubber Republic started out making viral videos, now they’re using that same storytelling skillset to shift behaviours on climate, health, and sustainability.

“We now deploy the skills we learned to create viral campaigns exclusively to communicate about better ways of doing important things” says Matt.

The studio is small, sharp, and mission-led. Every project they take on aligns with their values, and every collaborator shares their belief in creativity as a force for change.

Rubber Republic’s B Corp journey wasn’t about ticking boxes, it was about sharpening focus. By being selective about clients and doubling down on their purpose, they’ve built a model that prioritises real impact over empty reach.

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Want to Hear More?

These are just the highlights. Read  the full interviews to hear their full stories in their own words:

• Jack & Grace
• Empower
• Rubber Republic

At ADLIB, we’re a Recruitment Agency with Purpose. Proudly B Corp certified. Always balancing purpose and profit, and proud to support businesses who do the same.