What does it really mean to be a purpose led business and what happens when that purpose starts to shape the decisions you make?

In this episode of The Great Business Podcast, we move beyond the idea of purpose as a statement or a strapline, and into the reality of what it looks like in practice. Because when purpose shifts from intention to action, it often brings tension. Between doing what is right and doing what is easy. Between commercial pressures and long term impact.

Jennifer O’Donnell is joined by Gemma Parsons, founder of Black Flamingo Homes, a business creating eco conscious co living spaces for key workers. Alongside her role as a police officer in child protection, Gemma is tackling a problem many of us do not see, but one that has far reaching consequences for individuals, communities, and essential services.

Together, they explore the reality of building a business with purpose. From recognising the problem, to navigating systems that were never designed to support change, to making difficult decisions about what good enough looks like along the way.

This is a conversation about purpose under pressure. What it costs, where it challenges you, and whether it is enough on its own to define what makes a business truly great.

And ultimately, it asks a bigger question. If the people we rely on most cannot afford stability in their own lives, what does that mean for the future of our society? 

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