Sufei Lin on driving purpose-driven businesses at the National Volunteer & Philanthropy Centre

Women across Singapore are driving meaningful change, leading initiatives that uplift communities and create lasting impact. From breaking the cycle of poverty to advocating for financial literacy, healthcare, and corporate responsibility, these leaders are reshaping lives through their work.

In this four-part series, learn how their organisations empower individuals and how you can support their causes.

Merging profit with purpose

Sufei Lin, director of Corporate & Industry Partnerships at the National Volunteer and Philanthropy Centre (NVPC), on what it means to integrate profit with purpose.

We believe businesses can and should be a force for good in society while achieving sustainable success. This approach is essential in fostering a more caring, compassionate, and inclusive Singapore. This belief underpins our Company of Good strategy, which NVPC drives through various initiatives.

These include programmes that develop purpose-driven solutions to industry challenges, supported by structured learning and mentorship from key industry leaders.

Integrating profit with purpose fosters a deeper sense of meaning and connection for stakeholders, including business partners, employees, customers and communities. Most importantly, companies that do good while doing well tend to create holistic impacts that benefit broader segments of society.

For example, in our Company of Good 2024 Cohort Report, we found that our 290 participating companies contributed nearly $323 million in donations and close to 800,000 volunteer hours. They also invested 7.2 million hours in training and upskilling their employees.

What stands out most for me is our current initiative, launched in 2021, when NVPC spearheaded the Alliance for Action (AFA) on Corporate Purpose. We brought together over 40 industry partners to shape the National Corporate Purpose Framework and Blueprint – a year-long effort involving key industry leaders and companies in both planning and execution.

This initiative laid the foundation for Company of Good 2.0, launched in January 2023, which led to the COG Recognition System. This strategy aims to encourage and inspire companies – regardless of their stage of growth – to deepen and expand their contributions over time. The COG Recognition System acknowledges firms at a national level for their commitment to purpose and impact across the areas of People, Society, Governance, Environment and Economy. Their contributions are celebrated annually at the Conferment ceremony.

I believe that fostering a culture of giving and volunteerism benefits companies in multiple ways. From a business perspective, it strengthens brand reputation, builds trust with customers and partners, and enhances long-term resilience. From an employee welfare standpoint, it boosts morale, fosters teamwork, and cultivates a sense of purpose and belonging.

When businesses engage in giving and volunteerism, they inspire employees, partners, and customers to do the same, creating a ripple effect that contributes to a more caring and inclusive society. Companies can embrace volunteerism through various approaches, such as sustained volunteering and initiatives like Giving Circles.

Photography Athirah Annissa
Art direction Adeline Eng
Coordination Chelsia Tan
Hair Aung Apichai / Artistry, using Kevin.Murphy & Angel Gwee, using Davines
Makeup Benedict Choo, using M.A.C Cosmetics

In honour of International Women’s Day and Singapore’s 60th year, we’re celebrating the extraordinary women who have shaped its story. With Shiseido’s support, we honour the Advocators who are amplifying marginalised voices – and building a more inclusive, equitable, and compassionate Singapore.

To learn more about the 60 women who have shaped Singapore as we know it today, click here.