29/05/2026
Finance can’t sit on the sidelines when it comes to purpose.
That was one of the big takeaways from our recent Conscious Finance podcast conversation with Paul King - finance & fundraising expert for mission-driven founders.
He made a brilliant point.
Often, finance can feel like it’s sitting on the opposite side of the table from marketing, HR, or people teams.
Those teams might be pushing for investment in things like wellbeing, employee engagement, retention, customer experience, or brand. All of which make sense instinctively, but don’t always show up neatly on a P&L straight away.
And that’s where finance professionals have such an important role to play. Not to block those conversations, but to help translate them.
Because the things we often call “intangible” are rarely disconnected from commercial performance. Wellbeing, connection to purpose, employee engagement and brand equity all influence the measures businesses are already tracking: productivity, retention, hiring costs, customer loyalty, performance and profitability.
The opportunity for finance is to build the bridge between the two. To connect the dots between people-led or purpose-led initiatives and the numbers that matter to the business.
This is exactly the kind of thinking we love exploring on the Conscious Finance podcast. Paul shared far more insight in the full episode, so it’s well worth a listen.
Listen to the full Conscious Finance podcast episode with Paul King for the full conversation here - https://linktr.ee/TheConsciousFinancePodcast