This article draws from the participation of Gabriel Renero, professor and consultant with deep expertise in purpose-driven leadership and organizational transformation, during his keynote at IncMTY 2025. With over 25 years of experience guiding companies through cultural evolution, Gabriel has become one of Latin America’s most respected voices in the Conscious Capitalism movement.
In his talk, Gabriel emphasized something crucial: purpose is not a trend or a branding tactic. It is a transformative force that challenges us to rethink how we do business and what success means in today’s world.
Rethinking Business Success Beyond Profit
For a long time, business success was measured almost exclusively by financial returns. That approach is now being questioned. Leaders across industries are realizing that long-term relevance and impact come not just from profit but from a clear and authentic sense of purpose.
Although the word “purpose” has often been seen as idealistic or vague, it has become a strategic pillar for organizations that aim to remain sustainable, human, and meaningful. This is precisely where Conscious Capitalism becomes relevant. It does not ask companies to give up financial growth. Instead, it encourages them to pursue that growth with clarity and intention, ensuring that every decision is grounded in empathy, shared values, and a long-term vision.
The Deeper Meaning of Purpose-Driven Business
In this context, purpose is much more than a slogan. It is the deep reason why a business exists, beyond simply generating profit. It responds to fundamental questions such as what the business address is and what positive impact it wants to create in the lives of customers, employees, and communities.
Within Conscious Capitalism, purpose is not an optional extra. It is the foundation upon which the organization is built. Companies such as Patagonia, Whole Foods Market, Mezcal Amarás, and Grupo Herdez have embraced this idea at the core of their strategy and culture.
Purpose as a Strategic Driver for Engagement and Authenticity
Organizations that operate with a clear purpose are not weakened by it. Quite the opposite. When people feel their work contributes to something meaningful, their engagement deepens.
Consumers also respond positively to authenticity and increasingly support companies that reflect their values. In a crowded and skeptical marketplace, a clear sense of purpose becomes a true competitive advantage.
There is something fundamentally human about working for a cause that matters. People are not only driven by salaries or job titles. They are motivated by the belief that their actions make a difference.
Purpose provides this motivation and also becomes a guiding force in difficult moments. It helps leaders prioritize, make values-based decisions, and stay aligned with what truly matters.
Conscious Capitalism as a Framework for Business Transformation
Conscious Capitalism provides a complete framework for making this possible by recognizing that every part of the business ecosystem is essential.
Employees, communities, the environment, suppliers, and investors all play a role in the well-being and sustainability of an organization.
This approach calls for long-term thinking and greater responsibility, but it also generates outcomes that go far beyond numbers. It builds trust, enables innovation, strengthens reputation, and supports lasting profitability.
When purpose is genuinely lived, it becomes more than inspiration. It becomes a structural force that unites teams, clarifies leadership, and strengthens ethical relationships throughout the organization.
A company with a purpose not only tries to be the best in the world. It strives to be the best for the world.
Purpose-Led Companies Emerging in Mexico
In Mexico, more and more companies are taking this path. Businesses like Cemex, Cinépolis, Heineken México, and Estafeta are redefining their role in society.
They are placing people and the planet at the center of their operations and recognizing that success must be redefined to include well-being, inclusion, and sustainability.
Today’s environment demands more than operational efficiency. It requires meaning. Young generations want to work for organizations that have a reason for being. Investors are increasingly focusing on environmental, social, and governance (ESG) criteria. Society as a whole expects companies to be consistent, transparent, and responsible.
From Intention to Relevance: The Future of Conscious Business
Adopting Conscious Capitalism and acting from a shared purpose is not a passing trend. It is a necessary response to a world that is changing quickly and deeply.
The businesses that understand this are not only generating economic value. They are building human and social value, and that is what makes them truly relevant.
Purpose is no longer a luxury for idealists. It is the foundation of a new way to define business success.
In a world that is globally connected and increasingly complex, the companies that thrive will be those that understand that their mission is not only economic. It is also human.
Conscious Capitalism is not an unattainable dream. It is a clear invitation to reimagine business as a force for good.
That reimagining begins with one question that is both simple and powerful: Why does your company exist?