Written by Samantha Scholl, Associate Vice President, Innovation & Entrepreneur Programs, BBB.
San Diego is embracing a shift toward purpose-driven leadership, proving that success is no longer just about profits. As businesses pivot from traditional models to platforms for purpose, the positive impact on our neighborhoods is undeniable. Local companies are stepping up, building trust, and strengthening communities through socially conscious practices. This movement highlights the growing importance of Localism, where businesses actively engage with the challenges of their neighborhoods, invest in their communities, and inspire future growth.
What is localism, and why does it matter now more than ever?
Localism isn’t just about “shop local” stickers on storefronts. A commitment to localism means prioritizing people over profits, supporting organizations with a shared mission, and promoting long-term sustainability by keeping resources circulating within the region. According to the American Independent Business Alliance, communities with thriving local businesses retain 48% more of their revenue, creating jobs and stimulating further economic growth. This interconnected system strengthens San Diego’s resilience and ensures businesses are not just economic engines but also agents of meaningful change.
Ignite Your Purpose: An Event to Bring the Community Together
This shift toward localism and purpose-driven leadership was on full display at Ignite Your Purpose, an event hosted by Better Business Bureau (BBB) in its ignite sparked by BBB space in Kearny Mesa. The event featured insightful discussions with Bob Dalton, founder of Sackcloth and Ashes, and Jordan Verdin, founder of the non-profit Humanity Showers, highlighting how businesses can use their platforms for good.
Bob Dalton shared how Sackcloth and Ashes came to life after his mother’s experience with homelessness, inspiring his one-for-one blanket donation model. To date, the organization has donated over one million blankets to shelters across the U.S.
Jordan Verdin recounted how Humanity Showers brings dignity through mobile showers for those experiencing homelessness, creating meaningful connections one shower at a time. These stories show how businesses can embed empathy into their operations and spark movements that uplift communities.
The sold-out event was bustling with community activators, entrepreneurs, policymakers, and business professionals dedicated to driving meaningful change and strengthening their communities.
Building a Values-Driven Economy
BBB and B Local San Diego both play pivotal roles in advancing values-based business practices throughout the region. BBB is redefining what it means to convene integrity-driven businesses through initiatives like BBB4Good,promoting ethical leadership that aligns profit, purpose, and community. Since its launch in 2023, 19 local BBB4Good verified businesses have emerged in San Diego, with more joining the movement. In parallel, B Local San Diego supports businesses committed to high social and environmental standards. Abraham Chen, incoming Board Chair for B Local San Diego, explains, “There are 44 B Corporations headquartered in San Diego. These organizations are rigorously audited for business practices that benefit all their stakeholders, including workers, customers, suppliers, and the planet.” These efforts reflect a growing shift toward purpose-driven leadership, creating a stronger, more resilient local economy.San Diego is embracing a shift toward purpose-driven leadership, proving that success is no longer just about profits.
How can you get involved?
- Support Purpose-Driven Brands: Align your spending with your values by supporting businesses that reinvest in the community. Search BBB.org for businesses that have earned the BBB4Good Trustmark or look for a Certified B Corp logo to discover companies that are making a positive impact with every product or service they offer.
- Volunteer Your Time and Skills: Share your expertise with local organizations focused on social change. Whether through hands-on help or offering specialized knowledge, your contribution strengthens their ability to serve the community.
- Attend Purpose-Driven Events: Join events like BBB’s Ignite Your Purpose to connect with others who are driving change. These gatherings inspire action, spark new ideas, and build relationships that amplify community impact.
What role will you play in shaping the future of San Diego?
