What if the future of capitalism isn’t about choosing between profit and purpose—but finally designing for both? In this episode of Scouting for Growth, Sabine VdL sits down with Nathan Stuck, Founder & CEO of Profitable Purpose Consulting and a leading voice in the global B Corp movement, to explore why purpose-driven business is no longer a niche philosophy—but a scalable, credible operating model. This is not a feel-good conversation about values. It’s about how business can be redesigned to work better for people, communities, and long-term performance. Nathan’s journey into the world of B Corporations was born out of disruption. In 2013, after two layoffs in six months, he found himself questioning the version of capitalism he was participating in. While juggling gig work and preparing for an MBA, he witnessed talented people struggling to make ends meet despite doing everything “right.” That moment became a turning point. When Nathan discovered B Corps during his MBA, he didn’t just find a framework—he found a community that believed business could, and should, be a force for good. The episode demystifies what B Corps actually are. Far from being nonprofits or marketing labels, B Corps are for-profit businesses that undergo a rigorous, third-party certification assessing the entire organisation. Governance, transparency, worker pay and benefits, parental leave, community impact, environmental footprint, and customer policies are all evaluated. To certify, companies must meet a verified performance threshold—creating accountability, not aspiration. Nathan explains why the movement is accelerating. Today, there are more than 6,400 B Corps across 88 countries and 159 industries, employing over half a million people worldwide. Growth is strongest in the US, driven largely by Millennials and Gen Z, who are no longer willing to accept “business as usual” when it produces inequity, burnout, and environmental harm. They are using their voices—as employees, founders, and consumers—to demand a better model. A powerful thread throughout the conversation is personal authenticity. Nathan speaks candidly about his own missteps, failures, and uncomfortable growth moments—rejecting the polished “I’ve always succeeded” narrative common in business storytelling. His book, Happy Monday, reflects that honesty. Purpose, he argues, isn’t discovered overnight. It’s built by doing the inner work alongside the outer work. The discussion also reframes capitalism itself. Nathan is clear: capitalism isn’t inherently broken—it’s what we’ve allowed it to become. B Corps offer a practical alternative, proving that profitability and responsibility are not mutually exclusive, but mutually reinforcing when designed intentionally. This episode is essential listening for founders, executives, and leaders questioning how to build companies that attract talent, earn trust, and perform over the long term. It’s a reminder that impact isn’t a trade-off—it’s a strategy. Because the next generation of market leaders won’t be defined by how much they extract— but by how intelligently they create value for all stakeholders. And that’s exactly what Scouting for Growth is here to surface.