We're here for sourcing managers, sustainability directors, heads of design and ESG, supply chain specialists, and anyone touching sustainability at a SME brand. Those that want to make the change, but are feeling like there is just too much to do, to keep up, to read, and just too little of you.**

La Purpose Brand 🫒 is a Substack about building better brands, with purpose.

You'll find weekly takes on impact news, how-to guides from bold brands driving real impact regardless of size, curated lists (podcasts, people, reports, events), reader-submitted brand dilemmas with our strategic take, and spotlights on cool brands and initiatives doing things differently.

Inspired by Stewart Brand's Whole Earth Catalog, the legendary 1960s publication that gave rebels, visionaries, and weirdos "access to tools" for sustainable living. Brand believed we needed practical resources, not just idealism.

Big brands have resources. SME brands now have La Purpose Brand 🫒.

Cutting through the fluff to build what you actually need: Honest stories, practical strategies, and a little rebellion.

About me

I want to change the world, but who doesn't?

This obsession with sustainability all started when I was a kid, standing at the foot of the Perito Moreno glacier in Argentina while my dad explained what climate change would do to the world (now, doing). In that moment, I decided I would dedicate my life to stopping climate change. I failed, clearly, but not from a lack of trying. I started as a scientist, but quickly realized the problem isn't the tech. It's the business challenges, the incentives and contradictions that put sustainability always on the back burner.

I've spent 15+ years deep in the trenches of all things sustainable, from green hydrogen to regenerative cotton. I founded and led McKinsey's global ESG Insights, working with hundreds of brands across fashion, luxury, beauty, and home goods. Together, we turned sustainability from a nice-to-have into core strategy, and eventually a bottom-line win, the only way to get things to stick.

But, this isn't me. The corporate consultant that walks in and tells you what to do, and then leaves.

This is me. The passionate dreamer with a crazy child inside thinking she can make a difference, and always thinking about how she can help.

That's why I left McKinsey. I wanted to work with the leaders, the ones actively trying to make a change, the bold ones, the "underdogs." I am now dedicating my life to helping SME brands become more sustainable.

So I'm building La Purpose Brand 🫒 for you: the ones making real change while drowning in reporting requirements, supplier emails, and 80-tab spreadsheets.

Less jargon, more action. Less performative, more transformative. More transparency. More rebellion. More heart.

Let's build brands that are bold, human, and built to last.

And, yes, the logo is an olive because I like olives. (Note: SME spotlights in our news will include an olive 🫒).

Why subscribe?

Because you shouldn’t need five different newsletters to stay ahead. We’re building the sustainability Substack that finally gets it, the one you’ll actually open.

Subscribe now to never miss an update, every new post is sent directly to your email inbox.

Join your people. Connect with sourcing managers, sustainability pros, and supply chain specialists who are done with the fluff and ready to build better. Jump into discussions, share your dilemmas, or just lurk, we get it. You can also join the Net Positive Society by messaging me.

Be part of the change. Tell us what’s working, what’s missing, and what you want more of. Your feedback helps us shape the resource you actually want to read. DM me.

Got a challenge? Drop it in our DMs/chat. Submit your brand dilemmas for my strategic take. Real answers for real problems, shared in future issues, anonymously of course.