The Purpose Brief

Most people know Dolly Parton for iconic hits like 9 to 5 or Islands in the Stream. Fewer realize that her proudest achievement, and the love letter to her father, was founding Dolly Parton’s Imagination Library.

In this episode of The Purpose Brief, James talks to Meg Fletcher, Regional Director for the North of England and Northern Ireland at the Dollywood Foundation.

Meg tells the story of how a localised book-gifting project started in Sevier County, Tennessee, by an internationally recognised singer has grown globally to post over 330 million free books to children under five.

We discuss the power of place-based giving, how local community partnerships make global impact possible, and why receiving a free book in the post every month transforms family dynamics during the cost of living crisis.

Plus, Meg reflects on meeting Dolly Parton, her favourite bluegrass “deep cuts”, and the enduring ethos behind one of her famous quotes: "Find out who you are and do it on purpose."

What you’ll learn

· The Father-Daughter Inspiration: How Dolly Parton's father, who never had the chance to learn to read or write, became the driving force behind the Imagination Library's creation in 1995.

· 330 Million Books & Counting: The global reach of the program across five countries, sending free, age-appropriate books every month to 3.5 million children.

· Relieving Cost-of-Living Pressures: Why free home-delivered books provide essential support to working families who face trade-offs between household bills and early learning resources.

· The Power of Place-Based Partnerships: Why the foundation relies on local authorities, volunteers, and community funding; from Nashville to Newcastle and North Yorkshire.

· Representation & Diversity in Children's Literature: How modern book curation fosters confidence and self-acceptance in young children (and why a 3-year-old chose to dress up as "herself" for World Book Day).

Come celebrate 'Give Like Dolly' Day with us!

LINKS:

The 25th September (9.25) marks the first annual Give Like Dolly Day, honouring Dolly Parton and her vision that all children grow up with access to books.

To celebrate #GiveLikeDollyDay - people can donate directly to their local Imagination Library Partner to help more children in their community receive books. To support locally visit https://donate.imaginationlibrary.com and select your local programme.

You can reach out to The Dollywood Foundation to explore if you would like to begin discussions about starting a local network [email protected]

Info on the Giving Day: https://www.dollyparton.com/news/the-dollywood-foundation-announces-give-like-dolly-day-on-september-25-encouraging-the-world-to-make-a-difference-in-a-childs-life

About the Imagination Library: https://imaginationlibrary.com/the-dollywood-foundation/ About the Purpose Brief by Resolute Purpose: https://www.thepurposebrief.org.uk/

E-mail James directly: [email protected]

ESG (Environmental, Social and Governance) has become one of those business buzzwords that everyone uses, plenty of people argue about, and far too few people can explain without reaching for another acronym.

So what does it actually mean when it leaves the strategy document and lands in the real world?

James is joined by Justine MacArthur, an independent consultant working across people, culture and HR, and Dane Wadsworth from JZ Flowers, to look at what responsible business looks like in practice.

There are no neat answers here. Instead, there are real examples: choosing between air and sea freight, measuring social impact, persuading people across an organisation to get on board and tracing the journey of flowers from more than 1,600 growers.

The conversation also challenges some familiar assumptions. People don't necessarily dislike change, they deeply resentment change done to them. Sustainability isn't just about spreadsheets, initialisms and reporting. It needs to become part of how a business operates.

ESG can feel like a minefield of frameworks, regulations and competing demands. This episode cuts through some of that noise and asks a more useful question: how do you build a business that is resilient, responsible and fit for the future without losing sight of the people who make it work?

In this episode

• Why ESG has become so loaded and why stripping away the jargon matters
• How purpose, leadership, HR and sustainability connect
• What JZ Flowers' approach to sourcing, carbon, traceability and operational efficiency looks like in practice
• How to communicate sustainability without drowning people in jargon
• The tension between carbon reduction, cost, waste, freight and supply-chain realities
• Why traceability and fair-trade premiums matter to customers
• The challenges charities face when funding rules restrict what “social value” can mean
• Why governance matters, and what happens when sustainability depends on the people at the top

LINKS

Justine: https://www.linkedin.com/in/justine-macarthur/

Dane: https://www.linkedin.com/in/dane-wadsworth-thurnham-mchem-hons-276b01103/

About us: https://www.thepurposebrief.org.uk/

England's wine industry is booming, and Yorkshire is proving it has a place on the map.

In this episode of The Purpose Brief, James speaks to two brothers, Jack and Kit Fletcher, who are behind Ryedale Vineyards to discover how one family turned an ambitious idea into one of Yorkshire's pioneering vineyards.

From climate change and technology to sustainability and succession planning, this conversation explores what it really takes to grow a business that's rooted in purpose and place.

It's a story about caring for the land, building a regional identity, and creating a legacy that will outlast the people who planted the first vines.

In this episode

• How a family project became one of Yorkshire's pioneering vineyards
• Why English wine is gaining global recognition
• The surprising advantages of growing grapes in the North of England
• The realities of running a modern vineyard, from weather and tariffs to labour shortages
• How technology, automation and innovation are changing winemaking
• Why sustainability and look after nature makes business sense
• Building a business that contributes to the visitor destination economy
• Preparing the next generation through apprenticeships and knowledge sharing
• Creating a business that balances commercial success with long-term stewardship of the land

Whether you're interested in sustainable business, rural entrepreneurship, family enterprises or simply curious about the rise of English wine, this episode offers practical lessons on building a business with purpose, resilience and a long-term vision.

LINKS

Pay a Visit: https://www.ryedalevineyards.co.uk/

Purchase Products: https://www.ryedalevineyards.co.uk/shop

About Us: https://www.thepurposebrief.org.uk/

What happens when a village refuses to lose its last shop or pub?

This episode looks at how communities across the UK are creating and running businesses together for their own benefit, from village shops and pubs to farms, cafés and community hubs.

James talks to George Ogier from Plunkett UK, a national charity which empowers rural neighbourhoods to set up and run community-owned businesses, and Colin Pollock who was instrumental in setting up a community shop in Bishop Wilton in East Yorkshire.

They talk about why community ownership works, how these businesses are funded and governed, and the practical steps involved in getting a project off the ground.

You'll also hear how these ventures help keep essential services local, create jobs, reduce isolation and give people a stronger voice in shaping the places they live.

In this episode

• Why community-owned businesses have a remarkable track record, with a five-year survival rate of 98%.
• The role community businesses play in protecting local services and bringing people together.
• Examples ranging from pubs and shops to farms, distilleries and multi-purpose community hubs.
• How local supply chains and local employment strengthen rural economies.
• Practical advice on starting a community-owned shop or pub, from community consultation to funding and governance.
• What the future could look like for community ownership as rural communities face growing challenges.
• How community benefit societies work, including the principle of one member, one vote.
• The story of Plunkett UK and more than a century of supporting rural community businesses.

Resources

• Plunkett UK https://plunkett.co.uk/
• Bishop Wilton Community Shop & Café: https://bwcommunityshop.co.uk/
• About Us: https://www.thepurposebrief.org.uk

James sits down with Matty Lewis, a social entrepreneur and founder of Menfulness, to explore how mindfulness, community, and purpose-driven leadership can create meaningful impact.

Focused on tackling the stark realities of men’s mental health, Matty shares his personal journey into social entrepreneurship and how a grassroots idea has grown into a powerful movement across Yorkshire. From creating safe spaces for conversation for men to championing positive masculinity, this is a story of action, empathy, and community at its core.

The conversation also highlights how businesses can play a role in driving change, from innovative approaches to CSR through the Fortus Foundation, to initiatives like Go Give One, which make supporting local causes more accessible and impactful.

This episode is about breaking stigma, building connection, and proving that small, consistent actions can lead to life-changing outcomes.

In this episode, we explore:

• The reality of men’s mental health and why it matters now more than ever

• Matty’s journey and the growth of Menfulness across Yorkshire

• The importance of safe spaces and community-led support

• How the Fortus Foundation is rethinking charitable giving

• Real stories of change from mental health support to speech therapy initiatives

This is a powerful and hopeful conversation about purpose, people, and the role we all play in creating positive change.

Timestamps:

00:00 - Introducing Matty Lewis and the focus on men's mental health

02:00 - Personal motivation behind improvement efforts in Yorkshire

03:24 - The evolution of Menfulness and its community impact

06:05 - Why North Yorkshire is critical for mental health initiatives

08:06 - The role of endorsements in expanding reach

10:42 - The importance of feedback and recharging in mental health work

12:40 - Diversified programs for different demographics and age groups

15:45 - Impact storytelling and influence of policy discussions

18:58 - Evidence of success: declining suicide rates in York

20:24 - Recognizing warning signs and how to approach loved ones

22:07 - Breaking the stigma around mental health through community support

25:46 - The influence of mindfulness on athletes and positive masculinity

28:00 - Leadership examples promoting open conversations about struggles

30:27 - The origin story of the Fortus Foundation and how it supports local charities

32:52 - Simplifying grant application processes and storytelling impact

36:03 - Engaging businesses through the Go Give One initiative

38:11 - Heartwarming stories: Music therapy and impact on children with speech issues

41:02 - Broader impact stories and sustainable support solutions

44:11 - The overwhelming demand for mental health services and future goals

45:00 - How businesses can contribute and connect through CSR

46:22 - Defining success: Impact over income and community gratitude

47:35 - Light-hearted reflection: What would Matty’s life movie be?

48:00 - Closing remarks: Connect with Matty and explore impactful opportunities

Resources & Links:

• Fortus Foundation: https://www.fortusfoundation.co.uk/
• Menfulness Support: https://menfulness.org/
• About us: https://www.thepurposebrief.org.uk/

How did a small family of Quaker confectioners in York change the way we think about business forever?

James explores the fascinating history of the Rowntree family with Nick Smith from the Rowntree Society. From Joseph Rowntree’s pioneering "Living Wage" experiments to the complex colonial history of the cocoa trade, we explore how a legacy of faith-led social responsibility evolved into a global blueprint for modern social justice and corporate purpose.

What You’ll Learn:

• The Quaker Root: How the Rowntree family’s faith drove their radical views on worker welfare and poverty.
• More Than Chocolate: Joseph Rowntree’s role in creating the foundations for modern philanthropy.
• The Ethical Conflict: Navigating the "bitter" side of the confectionery industry’s colonial past.
• York’s DNA: How the Rowntree influence still shapes community development and social policy in the UK today.

LINKS

https://www.rowntreesociety.org.uk/

Facebook: https://www.facebook.com/therowntreesociety

Instagram: https://www.instagram.com/rowntreesociety/

TikTok: https://www.tiktok.com/@rowntreesociety

YouTube: https://www.youtube.com/@therowntreesociety

About Us: https://www.thepurposebrief.org.uk/

Keywords & Tags: #Rowntree #YorkHistory #QuakerValues #SocialJustice #EthicalBusiness #Philanthropy #CorporatePurpose #HistoryShorts #JosephRowntree #SocialResponsibility

In this episode of The Purpose Brief, James Johnston chats to Professor Beth Breeze OBE, and they explore how philanthropy really works and how it’s changing.

Drawing on decades of research, Beth reflects on generosity among the wealthy, and why giving is rarely just about money.

Instead, philanthropy often sits at the intersection of identity, influence, responsibility, and a desire to make a difference, sometimes in ways that can spark controversy and debate. The conversation explores what happens when wealth and goodwill meet in the real world, and how ideas of responsible business and responsible wealth are shaping modern philanthropy.

They also touch upon the identity of donors, the critical role fundraisers play in building relationships and trust, and why public perception and collaboration matter for sustaining a healthy culture of giving. It’s a grounded, thoughtful conversation about philanthropy as a force for good and the responsibilities that come with it.

LINKS

Order 'Rich Expectations' Now from the Directory for Social Change

More about Harris Manchester College: https://www.hmc.ox.ac.uk/

About Us: https://www.thepurposebrief.org.uk/

In the first episode of The Purpose Brief, James Johnston talks to world leading Artificial Intelligence (AI) expert Nathan Chappell about purpose, generosity, and the growing role of AI in helping not-for- profits scale fundraising.

They discuss how AI can strengthen small teams, why ethics and transparency matter in the use of technology, and how we all need to adapt to rapid technological change.

This chat also highlights the continued importance of human connection and curiosity in building trust, community, and impact and some tips for how to minimise your screen time.

A thoughtful starting point for exploring how social good can evolve, and scale, in a changing world.

LINKS:

More about Nathan: https://nathanchappell.com/

More about James: https://www.thepurposebrief.org.uk/

Any good thoughts or ideas on future themes, please email us at [email protected]

The Purpose Brief is a monthly podcast hosted by James Johnston, exploring social good and how you can make the systems and people surrounding it work better.

This isn’t surface-level debate, the podcast creates space for authentic and thoughtful conversations with all sorts of good citizens who are practitioners, funders, trustees, and public leaders tackling complex social challenges in the real world. Each episode focuses on practicalities, proven approaches, and lived experience of making positive change in place.

If you’re a civic-minded person or a curious good citizen who wants to understand how social good really unfolds and if you are looking to shift the silo and make a difference, then The Purpose Brief is for you.

Please subscribe to our regular updates via our webs-site:

https://www.thepurposebrief.org.uk/

E-mail us any time if you want to get in touch and collaborate: [email protected]