The Power of Authentic Storytelling: How Purpose-Driven Businesses Build Trust

Cara McLeod, CEO of Mahlab, opens the panel

In a world where consumers are increasingly conscious of the impact their choices make, B Lab Singapore and Mahlab understand that companies can no longer rely solely on competitive pricing, product quality, or brand loyalty to build their business. Today's customers want to know what’s the story behind the brands they endorse; and more importantly, to feel aligned and proud to support what they stand for.

In August, in collaboration with Mahlab, we brought together an inspiring panel of leaders from L'Occitane, Nestlé Nespresso SA and Stone Cybersecurity. We explored how purpose-led businesses can strengthen credibility and trust through clear, transparent, and authentic storytelling. These are three powerful insights that we believe every organisation, whether a Certified B Corp or a business just beginning its impact journey, can learn from.

Brian Selby, CEO of B Lab Singapore, greets the panel

1. Approach Impact As Embedding, Not Adding On

One of the most central takeaways from the panel was this: impact isn't a standalone item, it's an entire business strategy.

We often see organizations treat their social or environmental initiatives as separate programs, as part of a corporate social responsibility report or a one-off campaign. But the leaders on our panel shared a different approach: they weave their purpose into the very fabric of how they operate. Peilin Lee, Head of Marketing at Nespresso urged companies to shift from having a single CSR team to placing people in charge of impact in every department. One example is their machine refurbishment program, where traded-in coffee machines are carefully repaired, tested, and restored to full working condition before being offered a second life. This was part of “The Great Coffee Upgrade” campaign in Singapore, which encouraged customers to return old machines in exchange for a discount on new models. By extending the lifespan of existing products and reducing waste, Nespresso demonstrates how circular economy principles can be put into action across the business.

When impact becomes part of your business model rather than an add-on, the storytelling naturally becomes more authentic. Instead of searching for examples to share, you know you are living out your purpose every day. Your customers will receive this authenticity, and it builds a deep trust that goes beyond transactional relationships.

 Peilin Lee, Head of Marketing at Nestlé Nespresso SA speaks on sharing your company narrative like a hero’s journey

2. Transparency Builds Trust More Than Perfection Ever Could

Here in Singapore, we often feel pressure to present a polished and complete image of ourselves, especially as businesses. But our panelists shared that if we dared to, people connect more with our journeys than with our achievements.

The most powerful stories aren't about spotlighting outcomes or perfection, but rather having the courage to be honest about the rough edges. When we share the challenges we are facing, the mistakes we have learned from, and the progress we are making (even when it's incremental), we invite our community to be part of our story.

When telling stories, we can display authenticity by providing strong points of evidence, Gayle Wong, Head of Marketing at Stone Cybersecurity shares. This transparency comes naturally when delivering stories close to the heart: this makes your brand relatable and even stronger.

3. Stories Connect Most When They Resonate with Local Cultures and Communities

Something that struck us about the panel discussion was how each leader emphasized the importance of making their global purpose feel locally relevant.

Peilin raised an example of sharing your company narrative like a hero’s journey, in a way that people can easily connect with. A story works well when it can speak to the experiences, values, and aspirations of the people you're trying to reach. The most impactful storytelling happens when we understand our local community and can draw out the intersection between our purpose and their priorities.

Brian Selby, CEO of B Lab Singapore, ends of the panel on a bright note

Beyond B Corps: Lessons for Every Business

While these insights emerged from conversations about the B Corp movement, their relevance extends far beyond our certified community. Any organization that wants to build deeper relationships with customers, employees, and partners can benefit from approaching storytelling with this level of intentionality.

As a summary, these are the three lessons can guide you toward more authentic, effective communication:

• Embed your purpose so deeply that your stories tell themselves

• Choose transparency over perfection to build genuine trust

• Connect authentically with the communities you serve

  
  

Panel attendees sitting back for the Q&A session

The Journey Continues

At B Lab Singapore, we are building a movement of aligned and grounded business leaders who pursue purpose alongside progress. We're grateful to L'Occitane, Nestlé Nespresso SA, Stone Cybersecurity, and Mahlab for sharing their insights, and to everyone who joined the conversation. We're constantly inspired by the leaders in our community who are redefining what business success looks like. These are the kinds of exchanges that strengthen our movement and help all of us become better at using business as a force for good.

We are always expanding our movement. If the above spoke to you, and you are part of a business that places impact at the heart of what you do, get in touch with us to be part of the B Corp community! Connect with us, subscribe to our newsletter, and attend our upcoming events.