Welcome to the purpose economy!
The era of constructive commerce

C Commerce


We believe; we’re entering a new socio-economic era. An era wherein we progressively pursue societal purpose and value what’s worth to society. This era is called The Purpose Economy. The Purpose Economy fundamentally changes the rules of the business game. Business more and more becomes an active & constructive part of society. Doing good for society is doing well in business. Societal significance is the new key to business success. We call this Constructive Commerce. C Commerce. Fort Worth is the C Commerce Consultancy.

is the percentage that meaningful brands outperform the stockmarket (havas)

of marketers believe purpose will be increasingly important to building brands that work in the new economy.
(wfa brand purpose, 2013)

of consumers prefer brands that give back to society (nielsen)

of the business-leaders are focusing on csr activities to create new revenue streams (ibm institute for business value)

of ceo’s see sustainability as crucial to business success (accenture)

of consumers would recommend a brand that supports a good cause over one that doesn’t; a 39% increase since 2008 (edelman good purpose study)

of consumers wants to buy green products; green consumers shop more frequently and purchase more, and become more loyal to green products (deloitte & gma)

the leaders in sustainable, social and good governance policies have 25% higher stock value than their less sustainable competitors (goldman sachs)

The Purpose Economy in Facts

The rise of the Purpose Economy is supported by an overwhelming amount of research data. Research data that quantitatively shows that we increasingly value the social and ecological worth of companies; by means of their good citizenship. Research that clearly shows that C Commerce is the smart business strategy of the future. For example:

The leaders in sustainable, social and good governance policies have 25% higher stock value than their less sustainable competitors (Source: Goldman Sachs)

There is a positive, statistically significant, linear association between sustainability and corporate financial performance (Source: PriceWaterhouseCooper)

93% of CEO’s see sustainability as crucial to business success (Source: Accenture)

Meaningful Brands outperform the stockmarket by 120% (Source: Havas Meaningful Brands Index)

The Stengel 50 (the world’s 50 fastest growing purpose-driven companies) outperformed the Standard & Poors’ 500 by 400% over the decade (Source: Millward Brown)

In 1993 an investment of $1 in a portfolio of high-sustainability - constructive - companies would have grown to $22.6 in 2010. Compared to only $15.4 if invested in a conventional group of companies (Source: Eccles, Ioannou & Serafeim)

A strong, strategically coherent and well-communicated corporate purpose is associated with a better financial performance of up to a 17% (Source: Burson Marsteller & IMD)

When quality and price are equal, the most important factor influencing brand choice is Purpose. Across the globe, the prominence of Purpose as a purchase trigger has risen 26% since 2008; 72% of consumers would recommend a brand that supports a good cause over one that does not; a 39% increase since 2008. 71% of consumers would help a brand promote their products or services if there is a good cause behind them; a growth of 34% since 2008. 73% of consumers would switch brands if a different brand of similar quality supported a good cause; a 9% increase since 2009 (Source: Edelman Good Purpose Study)

Proactive sustainability initiatives are an opportunity for companies to differentiate themselves as leaders in the industry, the environment, and society, secure competitive and operational advantages, and ensure long-term business success (Source: Deloitte)

Two-thirds of consumers prefer brands that give back to society (Source: Nielsen)

The Dow Jones Sustainability Index outperformed the Dow Jones Index by 36.1% in the past 5 years (Source: International Finance Corporation )

By 2020 Generation Y employees will be 50% of the workforce; 85% of Generation Y want to make a positive impact on society (Source: Salter Baxter Directions)

Companies with high corporate responsibility or environmental and social governance (ESG) ratings have lower cost of capital than their peers, indicating that lenders view them as less risky; high ESG score signals a more profitable firm (Source: Deutsche Bank)

Over-performing marketing organizations made purpose a central platform of their strategy. 73% of the study’s participants agreed brands with societal purpose will drive more business growth. Furthermore, they indicated that in hard business measures such as lead generation, revenue growth and market share, having a societal purpose had a positive impact on brand performance (Source: Marketing2020, Organizing for Growth)

84% of marketers believe purpose will be increasingly important to building brands that work in the new economy. (Source: WFA Brand Purpose, 2013)

74% of managers say that the corporate citizenship can help to improve the bottom line of companies (Source: The Economist Intelligence Unit)

The world’s most ethical companies outperformed the S&P 500 by delivering a 27% return to shareholders since 2007, compared to the S&P’s negative 8.5% shareholders return during the same period (Source: Ethisphere)

68% of the business leaders are focusing on CSR activities to create new revenue streams; 54% believe that their companies’ CSR activities are giving them an advantage over their competitors (Source: IBM Institute for Business Value)

There is a strong business-case for environmental excellence; companies with more mature sustainability programs enjoy higher profit; sustainability delivers additional profits and competitive advantage(Source: IDC Industry Insights)

95% of consumers wants to buy green products; green consumers shop more frequently and purchase more, and become more loyal to green products (Source: Deloitte & GMA)


The Purpose Economy in effects

Traditionally there are three universal market-segments within consumer goods- and consumer services-industries; premium, promotion and price. Premium refers to companies that outperform on quality, applying higher prices than in the rest of the market. The Promotion-segment refers to the middle segment in the market. Since there are only marginal differences between price & quality within this traditionally largest segment of the market, companies focus their efforts on differentiating and brand building by promotion. The bottom of the market is the domain of the price-fighters. Cost-leadership here is the traditional name of the game.

Currently, pricing is dominating the business landscape. More and more brands are being pulled down to the bottom-end of the market. Since pricing is not a core competence of companies originating from the middle-segment of the market, more and more companies struggle with margin and profitability.

Fortunately the Purpose Economy creates the rise of a new segment with huge potential in the market: the purpose-segment. Purpose is the answer to the question why companies are significant in society. It, therefore, focuses on the ethical quality of products and services of companies; the way in which companies make a positive difference in people’s lives. Purpose enables companies to realize new value-growth. Purpose is the business opportunity of the future!


The Purpose Economy in terms:

Ever heard of Cause Related Marketing, Corporate Social Responsibility, Creating Shared Value? Familiar with Circular Economy, Cradle2Cradle? C Commerce collectively summarizes all these new terms arising from the Purpose Economy.


The Purpose Economy in Quotes

“We are now seeing the rise of a fourth economy in our history. The nature of this new era is about an increased need for purpose. We live in an era where purpose is becoming the driver of innovation and growth. The purpose economy impacts all sectors of the broader economy.“ – Aaron Hurst

“Constructive capitalists are able to turn thin value on its head and create thick value instead – value that matters, value that lasts and value that multiplies. Think of thick value as a value that is meaningful in human terms, reflecting durable tangible gains. Companies create thick value when they generate profits by activities whose benefits accrue sustainably, authentically and meaningfully to people, communities, society, the natural world and future generations. The ability to create thicker value than rivals by outperforming, in terms of next-generation economics is, I’d like to suggest, the next level of advantage: constructive advantage. Constructive advantage is an advantage in both the quantity and quality of profit.“ – Umair Haque

“Businesses must reconnect company success with social progress. Shared value is a new way to achieve economic success. The purpose of the corporation must be redefined as creating shared value, not just profit per se.“ – Michael E. Porter

“The key question is why a business exists. The true purpose of business is to solve problems and meet social needs. Profit is the result. Profit is not the purpose.“ – Charles Wookey

“Maximum growth and high ideals are not incompatible. They’re inseparable. Companies with ideals of improving peoples’ lives at the center of all they do, outperform the market by a huge margin.“ – Jim Stengel

“Our vision of the future is a world in which the purpose of business is to become a driving force for social, environmental and economic benefit.“ – The B Team (The B Team includes Sir Richard Branson, Arianna Huffington, Blake Mycoskie, Paul Polman, Ratan Tata, Zhang Yue, Professor Muhammad Yunus and Jochen Zeitz)

“There are so many needs that we have not yet learned to satisfy, with a full economy that will be one which properly delivers happiness across so many areas. We have managed to satisfy people’s basic material needs, but we are unhappy, we are squabbling, we are looking for meaning. These are all businesses waiting to be born. Waiting for the ingenuity of entrepreneurs to harness human unhappiness and connect it up to profit.“ – Alain de Botton

“Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.“ – Philip Kotler

“Conscious Capitalism is a way of thinking about capitalism and business that better reflects where we are in the human journey, the state of our world today, and the innate potential of business to make a positive impact on the world. Conscious businesses are galvanized by higher purposes that serve, align, and integrate the interests of all their major stakeholders. They endeavor to create financial, intellectual, social, cultural, emotional, spiritual, physical and ecological wealth for all their stakeholders.“ – Rai Sisodia, Conscious Capitalism

“The future of profit is purpose. The dynamic between profit and purpose is created by two complementary market forces that are reshaping the relationship between corporations and customers. Consumers want a better world, not just better widgets. As more consumers insist that capitalism works in the service of a better world, companies will become increasingly purposeful, and thus more profitable. Replacing the old paradigm of supply and demand, this dynamic between profit and purpose will become the new economic principle that drives the marketplace. Consumers who want a better world will drive the profits of corporations that provide greater purpose through their activities“ – Simon Mainwaring, We First

The Purpose Economy in Brands

There’s a growing number of new business champions with an explicit and exclusive purposeful positioning. Inspiring international companies such as Tesla, Whole Foods, Ben & Jerry’s, Interface and Triodos prove that purpose is the driver to building strong and differentiating brands and new business success.

The Purpose Economy in Products & Services

Ever wondered why there is such an increase of green and fair trade products and services? Within the Purpose Economy, a growing number of conventional companies apply purposeful and constructive product-innovation.

3fm serious request

hands off our girls


common threads


back to the start


loads of hope


refugee housing



pampers & unicef

1 pack - 1 vaccine


sustainable living plan

The Purpose Economy in Marketing & Communication

Brands also institutionalize purpose as the key driver in their marketing & communication strategies. It leads to a new approach of ecologically and socially impactful marketing & communication activities.

Fort Worth

Fort Worth is a Purposeful Business Development Agency

Fort Worth is all about C-commerce. C-commerce is our philosophy; our intention, vision, mission and ambition. It is the cause and core of all our activities. C- commerce refers to Constructive commerce – commerce that makes a positive difference in society - but the C in C-commerce is about Connection as well. Connecting – creating communites - is another key principle of the Purpose Economy. Our Fort, therefore, is not just a company; it is a community. Fort Worth is a community that connects people and cultures.

We are not just preaching C-commerce, we are C-commerce. We walk the talk. We’re not just purposeful business consultants, we are also purposeful entrepreneurs. We work for conventional companies and corporates that want to realize lucrative business value with socially and ecologically constructive activities. And we work with societal-purposeful start up’s that have business potential. Fort Worth therefore not only consults, coaches and advises; Fort Worth furthermore fuels, stimulates, invests and leverages.

We have developed a distinct purposeful business development methodology. We approach the constructive creation and innovation of business, with our unique C-commerce Grid, outlining the 4 dimensions of constructive commerce (Internal & External, Social & Ecological) and the 4 main C-commerce strategie (Empowering, Serving, Incarnating & Oceaning). With our C-commerce grid, we analyze constructive business cases as well as define & develop constructive business opportunities.

Purpose grid

The Fort Worth Products & Services Menu


We analyse conventional companies and apply C-commerce strategy to create lucrative new business opportunities with constructive innovations.


We license constructive business ideas which we have developed ourselves or we act as a broker on behalf of creators of constructive business ideas.

Bridging cultures

We facilitate companies wanting to export their purposeful products or services. We internationalize C-Commerce.

Brand building

We create purposeful brands. We help companies with purposeful positioning and purposeful brand-propositions.

Marketing Strategy

We develop purposeful, impactful marketing strategy and communication concepts


We invest and incubate constructive companies & business concepts.

The Fort Worth Team

Fort Worth is Kees Klomp & Arne Schouwink & Helen Lam

Helen Lam (1977)

Bachelor in Finance, the University of Hong Kong.

Engaged in banking industry for 15 years with Citibank, HSBC, UBS AG and JPMorgan Chase & Co., of which 10 years as a banker in Private Banking for greater China region. Following the position of Executive Director in JPMorgan.

Currently embarking on a new journey of C-commerce entrepreneurship and pursuing EMBA in the University of Chicago Booth School of Business.

Arne Schouwink (1972)

Master in Public Administration, University Twente; master in Business Administration, Twente School of Management

Worked at Hartman Groep BV for 9 years; of which 3 years as a Board Member. Since 2005 owner and ceo of Bellagio Holding BV

International whereabouts: 2 years in Telford, United Kingdom; 6 months in Pennsylvania, USA and extensive travel to Asia.

Kees Klomp (1968)

Master in Communication, University of Amsterdam

Worked as a marketing & communication consultant for the international agencies BBDO, Y&R and TBWA and their international clients for 20 years. General Manager of EMI Music Netherlands for 2 years. Since 2006 self-employed consultant (Karmanomics) specialized in corporate compassion and constructive commerce.

The Fort Worth Team


The Purpose Economy is happening as we speak. There are many interesting & inspiring new initiatives every day. With our blog The Purpose Hub we monitor and share those with the world. It’s the heart of our community. You’re very welcome to visit!

Visit ThePurposeHub.com