Purpose in Action: How the Purpose Lab Initiative is Shaping Inclusive Futures

The Purpose Lab, an initiative by The Purpose Coalition, is not just a concept, it’s a transformative space where ideas meet impact. Through sessions featuring pioneering leaders like Claire Costello, Chief People Officer at the Co-op, the Purpose Lab underscores the power of purpose-driven organisations to reshape societal norms and elevate inclusion, social mobility, and opportunity. 

Our recent webinar offered a masterclass in what it means to blend business acumen with ethical responsibility. The Co-op, a storied institution founded by the Rochdale Pioneers nearly two centuries ago, has evolved into a multifaceted enterprise. Beyond its 2,600 retail outlets, it operates in funeral care, legal services, and wholesale—all while staying true to its cooperative roots. Its success isn’t measured solely in profits but in the societal value it generates for its six million members and the broader community.  

During the session, our ambassadors were given an insight into exactly what it means to be a cooperative and how values play an important part in the running of the organisation. The students were interested to hear from Claire about how this differs from other businesses and her own personal experience.  

The Co-op’s inclusion strategy goes beyond recruitment and workforce representation. It interrogates every facet of the business from product ranges to marketing campaigns, ensuring they reflect and serve the diverse communities the organisation touches. Its commitment to democratic values empowers members to influence decisions that shape not just the Co-op’s trajectory but societal outcomes. For instance, member-driven initiatives have catalysed campaigns against shop-worker abuse and for ethical sourcing, demonstrating how collective ownership fosters accountability and meaningful change. 

The Co-op’s approach to apprenticeships further exemplifies its ethos. By redirecting unspent gifted apprenticeship levy funds to socially and economically disadvantaged areas, it creates pathways for individuals traditionally excluded from opportunity. This is not charity, it is systemic change, addressing skills gaps while nurturing local economies.  

The Purpose Lab captures the essence of such transformative leadership. It is a platform where organisations share best practices, challenge the status quo, and collaboratively design strategies that break down barriers.   

Claire Costello, Chief People Officer at Co-op said: “Thank you for inviting and I loved meeting the students. It was a great opportunity to share how a Co-operative model is a very different way of doing business to that of a PLC with the Student Ambassadors, and to also share some of the wide range of careers that are available across the breadth of retail and our other business areas of Life Services and support centres.  It was great to see the mix of questions and interest in how we operate - the new generation coming into our places of work are going to hold us (rightly) to very high standards!” 

One standout takeaway from this recent session is the importance of flexible career pathways. The Co-op’s approach, eschewing rigid graduate schemes in favour of “graduate-ready roles” demonstrates a nuanced understanding of modern careers. By enabling individuals to chart their own journeys, the Co-op not only attracts diverse talent but ensures its workforce remains adaptable and dynamic.  

Our ambassadors discussed how they could shape their own careers and bring their own lived experienced to an organisation. We are increasingly seeing that students are more interested in the purpose and values of an organisation when looking for an employer rather than a specific sector or role, and this was evidenced within the session.  

By amplifying stories of organisations that walk the talk, the Purpose Lab inspires others to embed purpose into their core operations. This is not just about making work meaningful, it’s about redefining success in a way that uplifts individuals, communities, and society as a whole. 

The Co-op’s journey is a powerful reminder that organisations can and must be agents of change.