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This isn't just a movement. It's a revolution in generosity.
There are 2.6 million small and medium businesses in Australia. Imagine what happens when even a fraction of us give together.
Not one off. Not performative. Intentional. Simplified. Collective. Scaled.
70,000 businesses creating
$1 billion in social impact
by 2035.
That's not a stretch goal - it's just 0.14% of what Australian SMEs already generate in sales each year. The businesses, the revenue, the influence - it's already here. Pro Purpose is here to unite it.
Join us at Conference.
Pro Purpose is a movement of intentionally generous SME leaders.
We have discovered meaning, experienced goodness and seen transformation through simplified, collective and scaled social impact.
This Conference is for business leaders who believe business can be a force for good and want to make a meaningful difference.
Whether you’re already giving back, just starting to explore social impact, or simply curious what's possible, this is a place to learn, connect and be inspired.
You’ll hear real stories, and practical, simple ways businesses are turning generosity into lasting impact.
You're not just welcome here. Know that you belong.
Proudly Sponsored By

More Than Inspiration - Strategy You Can Take Straight Back to Your Business
LEADERSHIP
Practical frameworks for embedding purpose into how you lead and grow, not just how you give.
CONNECTION
A room of high-calibre, values-led business owners, charity leaders and board members you'll stay in touch with long after the day ends.
MOMENTUM
Leave with a clear next step, whether that's your first Pro Purpose conversation or your next stage of integration.
Guest Speakers
Some of Australia's most influential and sought-after voices in social impact and business as a force for good.
Darrell Wade
CO-FOUNDER INTREPID TRAVEL | CHAIR, THE INTREPID FOUNDATION, DAWN WADE FOUNDATION & PHILANTHOPY AUSTRALIA
Darrell is an Australian entrepreneur, philanthropist and advocate for business as a force for good. He co-founded Intrepid Travel in 1989 and built it into the world's largest adventure travel company proving that purpose and profit can go hand in hand.
An Australian start up to a global company nearing $1billion in revenue, Intrepid was recently recognised in the AFR Fast 100 as Australia's second-fastest growing company. Under Darrell's leadership The Intrepid Foundation has donated more than $20 million toward social impact.
In an intimate fireside chat, Darrell shares the story behind the numbers: why he built giving into the business from day one, and what he believes the future of Australian philanthropy should look like.
Tony Rinaudo AM
ACCLAIMED HUMANITARIAN | 2025 LUXEMBOURG PEACE PRIZE FOR OUTSTANDING ENVIRONMENTAL PEACE
Known globally as 'The Forest Maker', Tony pioneered Farmer Managed Natural Regeneration (FMNR), a simple yet revolutionary approach that has become one of the world's most successful large scale restoration movements.
First developed in Niger, FMNR helped regenerate an estimated 200 million trees across five million hectares of land. Today, FMNR is improving access to nutritious food, creating economic opportunity and building climate resilience for people across 49 countries.
His story challenges conventional thinking about how change happens, proving that some of the most transformative solutions may already be waiting beneath our feet.
Tim Costello AO
CEO ETHICAL VOICE | PRO PURPOSE BOARD DIRECTOR
One of Australia's most respected voices on social justice, leadership and ethics.
Tim is an Officer of the Order of Australia (AO), Chair of the Community Council for Australia, Chief Advocate of the Thriving Communities Partnership, a Victorian Australian of the Year, and one of Australia's 100 National Living Treasures.
In the closing keynote, Tim makes the case for what's possible when Australian business leaders choose to act - together.
Alana Nicholls
FOUNDER & CEO PRO PURPOSE
Alana is the architect of a movement redefining generosity in business. At just 19, she and her husband Joshua launched Platinum Electricians, growing it into a $65 million national brand with over 100 staff, multiple awards and more than $1 million invested in social impact.
Now leading Pro Purpose®, Alana is spearheading The Generosity Revolution - a bold vision to unite 70,000 SMEs and generate $1 billion in impact by 2035.
Relational, courageous and visionary, she equips leaders to see generosity not as charity, but as a way of life that fuels sustainable growth and leaves a lasting legacy.
Sam Valich
FOUNDER MONOSTORY | PRO PURPOSE BOARD DIRECTOR
A Senior Brand Strategist with over 25 years of experience helping leaders and organistions clarify who they are, what they stand for and how to express it with authenticity, Sam works with purpose led leaders to build brands that are aligned, trusted and able to scale without dilution.
Her workshop delivers the solution to: Can you easily communicate to staff and customers that generosity and social impact are a natural extension of your business purpose?
Every business story strengthens the collective story of the Pro Purpose movement.
For leaders who believe profit and purpose aren't in competition.
You're a small or medium business owner, leader or entrepreneur.
You're values-led, and curious what purpose could actually look like inside your business.
You want more than a feel-good session - you want a framework you can act on.
You're ready to leave with next steps, not just good intentions.
If that's you - this is your room.
Conference Schedule
This isn't a feel-good day out. It's a working session for leaders who want their profit and their impact to move in the same direction - with the Pro Purpose Framework™ to make it simple, credible and real.
PRO PURPOSE CONFERENCE | Thursday 22 October
12-Micron, Barangaroo, Sydney
8:30am
Attendee arrivals
9:00am
Welcome & Introduction
9:10am
Pro Purpose CEO Address
9:50am
Guest Speaker
10:30am
Guest Speaker
11:00am
Break
11:30am
Charity Partners Project Update
12:10pm
My Generosity Story
12:40pm
Pro Purpose Integration Health Check
1:10pm
Gourmet Lunch
1:55pm
Charity Partners Project Update
2:40pm
Guest Speaker
3:10pm
Closing
Purpose led business leaders who are
registered and ready!
"As soon as the email for the Pro Purpose Conference hit my inbox, I registered right away! I didn’t want to miss out on one of the most inspiring events of the year. It’s a powerful reminder why we do what we do, surrounded by purpose-led business owners who lead with heart."
Nicki Ranatawake
Owner, Salon Purpose
"Some Conferences you go to, you may get a few highlights and then debate should you go again next year. EVERY SINGLE SESSION of the Pro Purpose Conference was a highlight - so when tickets opened it was a no brainer to simply just register again. I'm already so looking forward to a purposeful Conference."
Jason Cronshaw
CEO, Fantastic Aussie Tours
Exclusive discounted hotel rates in Sydney
Savings of up to 50% off for Pro Purpose Conference attendees. There is limited availability so get in quick to book your accommodation.
Crown Sydney
Barangaroo
Experience luxury in the heart of Barangaroo. Crown Sydney offers contemporary elegance, premium amenities and stunning city or harbour views, all within 3 minute walking distance of the Pro Purpose Conference venue at 12-Micron. Ideal for guests looking to combine convenience with a premium Sydney stay.
Deluxe King Room
$1,049 $550 per night
Amora Hotel Jamison
Sydney
Located in Sydney's CBD approx 11 minutes walking distance from the Pro Purpose Conference venue 12-Micron. The Amora Hotel Jamison Sydney features spacious and comfortable accommodation, making it a convenient option for Conference attendees.
Deluxe King Room
$697 $369 per night
The Location
Set in the heart of Barangaroo overlooking Sydney Harbour, 12-Micron is a short walk from Barangaroo Reserve and the CBD.

