Pictured above: John Berry.
Even as the realities of the current economic climate continue to bite, businesses are still expected to align profits with purpose. One business striving to strike the perfect balance between the rational need to make money with the emotional desire to do good is Pathfinder Asset Management. Co-founder, CEO, and Resident Wayfinder, John Berry, has not only championed the integration of sustainability into his company’s investment practices but has also embarked on his own journey of professional development to refine his leadership in this space.
John’s completion of the Sustainable Business Network’s Leadership in Sustainable Business course has further deepened his commitment to leading with purpose and conviction. A commitment which began back in 2010 when Pathfinder launched its first sustainability-themed fund – the Global Water Fund.
Since then, John’s perspective on the role of investment in shaping a better world had been steadily evolving. Winning the Sustainability Superstar Award at the 2023 Sustainable Business Awards further testament to this.
“Back when I co-founded Pathfinder I had a growing sense of urgency that we collectively need to do more, and need to do it faster, to improve our world and our society,” John says.
“I remember my brain almost exploding back in 2017 when I realised that humans are not only impacting the peaks of the planet through climate change, but we are also polluting the depths of the ocean – the Kermadec and Mariana Trenches. These inaccessible places should be pristine and untouched. But sadly, they aren’t.”
This realisation, combined with a deepening understanding of how investment decisions can drive real-world impact, led John to seek new frameworks and insights. The course, he explains, provided an invaluable space to test and refine his thinking. “I came away with confidence in our ideas and a higher conviction that I could trust my instincts. I simply wouldn’t have gotten there just trying to work it out alone in my own head.”
Evolving leadership
Leading a purpose-driven organisation like Pathfinder has required John to develop a distinct approach to leadership – one rooted in collaboration, vision, and a commitment to long-term impact over short-term gains.
“My leadership style is about collaboration. I want people to be heard and to feel their ideas matter,” he says.
“Some CEOs or business founders choose to focus on short-term profits and shareholder returns. This leadership is not my style; it prioritises and maximises shareholder interest over truly contributing to society. I believe you can make money and run a purpose-driven business, but making money should not be the single target in itself.”
John structures his leadership philosophy around four key areas: product, business model, industry, and systemic influence. “Leadership is about people, how they communicate, make decisions, and work together. I want to lead by example, and I also want to lead by having a vision that people truly believe in.”
The Leadership in Sustainable Business course not only reinforced John’s leadership approach but also provided practical insights that have shaped Pathfinder’s strategies.
“The course gave me insights into how other businesses were approaching sustainability challenges. I was surprised by the commonality of both challenges and solutions across industries. It also helped me realise that this isn’t just about product, it is about everything from supply chain and hiring to brand building and business mission – it’s all-encompassing.”
One of the most significant takeaways for John was the importance of communication in driving change. “Articulating a mission and building a movement is about emotion and authenticity, as well as being about data. Without that connection at a human and social level, you can’t truly lead, this is particularly true when you want to drive change.”
John has applied these insights to introduce key initiatives at Pathfinder, including the development of a groundbreaking ethical KiwiSaver product. “At the time, it was untested with no investors. Five and a half years later, we have close to 11,000 investors, and since inception, we have generated investment returns that prove you can indeed invest ethically and make money.”
In addition, John has embedded sustainability principles into Pathfinder’s business model, culminating in the company’s certification as a B Corp in 2019. “This cemented our idea of becoming a B Corp and wanting to be part of a community of purpose-driven businesses.”
Recognising that leadership is as much about fostering others as it is about personal growth, John places a strong emphasis on mentorship. “It comes down to collaboration, time, and listening. When leaders share their time – whether with someone in their team or with someone outside the business seeking advice – sharing time is a gift. Listening and sharing ideas, advice, or challenging thinking can be incredibly valuable to help people improve, make their decisions, or gain confidence.”
Balancing vision with reality
For John, staying focused on long-term goals while managing daily business operations is an ongoing challenge. His key strategy? Staying anchored in Pathfinder’s mission. “When I find myself overwhelmed by being deep in day-to-day detail, it always helps to remind myself of our ‘why.’ Zooming out back to our mission reminds me how important our work is.”
He also emphasises the power of trust in his team. “I can’t be all over every detail, and I can’t make good decisions on every part of the business all the time. I have a great team, I trust them, and know they will bring issues to me if they really need my input.”
For leaders looking to integrate sustainability into their business models, John stresses the importance of understanding the ‘why’ behind their efforts. “Your answer could be because you want to be part of the solution for a better world, because you believe it will make your business more resilient over the long term, or because it will enhance your brand or engage your staff. Or it may be a combination of these. The starting point must be why this matters to you.”
He also encourages leaders to learn from others. “When we first certified as a B Corp, I benefitted incredibly by getting out and talking to as many other B Corps as possible, so I could hear their story – what they do and why they do it.”
Finally, John underscores the importance of taking the team on the journey. “Engage your staff to shape your business mission and how you will get there. If you listen and work at understanding their thinking, you’ll have better direction and more buy-in. Ultimately, you’ll be a better leader and have a better business.”
Want to read more inspirational stories of leadership and professional development?
In the December digital issue of NZBusiness, we shine a spotlight on professional development and training as transformative tools for SME growth. From Waikato’s world-class MBA programme and UC’s online accessible learning solutions to the Icehouse’s hands-on workshops, New Zealand offers an array of opportunities to build leadership, technical, and strategic capabilities. Check out the full, here.
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