One of the biggest misconceptions I hear is that pro bono work is an ‘extra’, a ‘nice to have’ that is done on the side. That mindset limits its potential. We treat pro bono like any major client project – it’s part of our annual planning, it’s resourced and it’s prioritized.

Why? Because when you integrate purpose into the everyday, it changes everything. It becomes a signal – internally and externally – that your values aren’t just words on a website. Purpose becomes part of your operating system.

Letting teams lead the way

The true power of pro bono work isn’t just what you do, it’s how you do it. Every year, we open the floor to our team to nominate non-governmental organizations or social initiatives they care about. The shortlisted organizations present their mission to all of us, and the final choice is made through a company-wide vote. Then, the nominator naturally steps into a leadership role.

This process builds ownership and generates tremendous internal engagement. Our people don’t just participate, they shape the work. And that energy, that investment, is palpable. These projects consistently become some of the most loved in the studio and that love is contagious; it resonates outside our walls and attracts talent who want to work on things that matter.

Real impact, not just good optics

This isn’t theoretical. Our early rebrand work for KickCancer helped raise US$586,195 in just four months. A race event we co-created brought in another US$701,820 and gained national attention when Belgian pop star Angèle joined the cause.

Another project supporting Le Refuge (an LGBTQIA+ shelter) earned international media coverage. These weren’t portfolio-padding exercises. They drove real change.

And yes, they’ve also strengthened our business. Clients and collaborators are drawn to the depth and clarity of purpose these projects reflect. They see what we stand for, and they want in.

Why young talent cares

I spend a lot of time talking with young designers, strategists and creatives. What I hear again and again is this: They’re looking for meaning. In a world shaped by climate crisis, political unrest and social inequity, they want more than stability – they want significance. They want to contribute.

Ignoring that would be a mistake. If we want to attract and retain this generation, we have to give them meaningful challenges and let them lead. It’s not about perks. It’s about purpose.

What’s needed is a radical mind shift. We often conflate leadership with age, experience or authority, but real leadership is more about attitude and natural ability. Young people can be great leaders, even without much experience.

If you give them a chance, they learn fast, grow quickly and can take on big responsibilities in no time. We’ve seen it happen at our organization, letting rising stars lead and handle clients on their own within a year or two.

But to make that happen, you have to start with trust. A lot of people think trust has to be earned, but really, it needs to be given first. That’s how young leaders thrive. You set them up for success, give them support and flip the mindset: It’s not about them working for you, it’s about you working for them.

Humility over hype

Here’s something that might sound counterintuitive. When we do pro bono work, we don’t brag – we approach it with the same integrity and professionalism we bring to any other project. We don’t treat it as marketing gold. We treat it as real work, for real causes, with real consequences.

Do the work to the best of your ability and communicate about it as if it were business as usual. Your goal is to help the project – not to use it as a communication tool.

That quiet commitment builds trust, internally and externally. It’s not performative; it’s authentic.

Doing good work, real work, purpose-driven work, isn’t just the right thing to do, it’s the smart, strategic thing to do. If you want to build a future-ready company, start by connecting to what matters now.

Opinions expressed by The CEO Magazine contributors are their own.