POV

Why Doing Good Is Good for Business

By: David Foy

At Junction59, we’ve spent decades working with some of Canada’s most recognized Not-for-Profit and forward-thinking For-Profit businesses. And we choose to work with them for a reason: we work at the intersection of people and points of view, where purpose meets performance, and where strategy is driven by a deeper belief: tomorrow should be better than today. Not just for our clients, but for their customers, their communities, and our own team.

After 30 years of working with organizations within the not-for-profit sector, I’ve seen one truth rise to the top again and again: doing good is good for business.

Not as a PR stunt. Not as a one-off campaign. But as a core part of business strategy.

Today, consumers and employees alike expect more from the brands they support. They want companies that take a stand, show empathy, and invest in a better world. And when businesses step up authentically, they’re rewarded, not just with goodwill, but with hard metrics that matter.

Let’s look at three of our own clients who are living proof of that.

TELUS: Purpose as Competitive Advantage

Few companies have embedded social impact into their DNA as completely as TELUS. Their guiding belief in “social capitalism” drives initiatives like TELUS Health, Internet for Good, Mobility for Good, and deep community investment through the TELUS Friendly Future Foundation.

What’s the business payoff?

Customer loyalty: TELUS consistently ranks as one of the most trusted telecom brands in Canada.

Employee engagement: With more than 1 million volunteer hours logged and high internal participation in community initiatives, TELUS drives pride and retention across its workforce.

Shareholder value: Despite being in a crowded and commoditized industry, TELUS has delivered strong, consistent returns.

The takeaway: When your purpose is real, it doesn’t just resonate, it performs.

Canada Post: Delivering More Than Mail

Canada Post might not be the first name that comes to mind in purpose-driven business. But dig deeper, and you’ll find a Crown corporation that’s quietly delivering powerful community impact while modernizing its mandate.

Through the Canada Post Community Foundation, they invest millions each year into grassroots organizations supporting children and youth. Simultaneously, they’re making meaningful gains on ESG commitments like emissions reduction and board diversity.

Tangible business outcomes…

Operational gains: Their 16.6% reduction in Scope 1 and 2 emissions since 2019 reflects a more efficient, future-proofed infrastructure.

Brand trust: Foundation grants and regional giving efforts reinforce Canada Post’s presence as a community ally, strengthening their brand in rural and urban markets alike.

Workforce inclusion: Their progress in Indigenous and visible minority representation demonstrates values in action, not just policy.

The takeaway: Even legacy institutions can lead with purpose—and be better positioned for the future because of it.

SiriusXM Canada: DEI as Brand Strategy

For SiriusXM Canada, doing good is not a random add-on, it’s built into their product and their people. From supporting diverse creators to fostering an inclusive workplace, SiriusXM understands that representation drives connection, and connection drives growth.

They’ve launched inclusive programming initiatives across music, talk, and sports; expanded DEI efforts in recruitment and leadership; and fostered a company culture that celebrates difference.

What they’re seeing…

Audience expansion: Diverse programming means more relevance to more Canadians, driving tune-in and subscriber loyalty.

Stronger teams: Inclusion practices translate to higher employee satisfaction and broader talent appeal.

Reputation lift: Their commitment to DEI is helping them stand out in an intensely competitive audio space.

The takeaway: When your content and culture reflect your audience, you don’t just follow the market, you help shape it.

So What Can You Do?

If you’re a business leader, the question isn’t should we get involved in doing good. It’s how can we do it meaningfully. Start by asking:

1. What causes align with our mission, values, and customers?

• How can we create shared value for the cause and the business?

• Are we willing to go beyond writing a cheque to build something lasting?

Because when doing good is woven into your business, and not bolted on as a PR tactic, it can become one of your greatest strategic advantages.

Why This Matters—and Where We Come In

At Junction59, we believe purpose isn’t just a positioning, it’s a performance driver. It creates alignment between your brand and your customers. It turns one-time buyers into lifelong advocates. It energizes employees. And it attracts partners who want to grow with you.

And we walk the walk.

Through our “Time for Good” and “Work for Good” programs, we give every Junction59 employee the tools to support the causes they care about. Each team member receives two additional paid days a year to volunteer with a registered Canadian charity. They can also tap into their colleagues’ time and talent—up to eight hours per person—to help bring charitable projects to life.

That can add up to nearly 60 donated workdays and over $90,000 in community impact annually. It’s not a perk. It’s who we are.

And it’s one of the reasons we attract top talent. People want to work for a company that doesn’t just talk about values but lives them. Our culture of giving back helps us hire purpose-driven people who are passionate about doing work that matters.

So if you’re a for-profit business wondering whether “doing good” is worth the effort, consider this: it’s not just the right thing to do. It’s one of the smartest strategic decisions you can make. Together, let’s make tomorrow better than today.