The Purpose Economy: An Emerging Paradigm of Opportunity for Older Women

Women in the Purpose Economy

In an age of significant transformation and instability, a new paradigm is taking shape—one that prioritizes meaning, impact, and social good over profit alone. The purpose economy is creating exciting new career and entrepreneurial opportunities, especially for women.

What Is the Purpose Economy?

Coined by author Aaron Hurst, the “purpose economy” is driven by the desire to create positive impact—on people, communities, and the planet. It connects sectors such as sustainability, education, public health, social innovation, ethical technology, regenerative agriculture, and inclusive design.

The purpose economy values empathy, collaboration, and community.

Why Older Women Are Uniquely Positioned to Lead in the Purpose Economy

Older women often carry decades of lived experience, emotional intelligence, and resilience. Many are at a stage where they seek purpose and a deeper alignment between their values and work. Whether returning to work after caregiving, exiting corporate roles, or exploring a part-time second act, they are well-suited for this new purpose-led economy. Here are several creative and impactful roles where older women can thrive while making a difference:

Social Innovation & Entrepreneurship Starting a community composting initiative, eco-friendly soap brand, or sustainable fashion business.

Creating a tool library, repair café, or promoting circularity in other ways.

Building a social enterprise supporting immigrant women, seniors, or climate education.

Education, Mentorship & Advocacy

Becoming a purpose coach for mid-career women or retirees transitioning into impact work.

Leading workshops for marginalized voices, refugees, or seniors.

Launching an intergenerational mentorship program connecting older women with younger women.

Creative & Cultural Ventures

Using artistic skills to launch an upcycling studio.

Writing and self-publishing books or guides on topics such as women’s health, green living, or life transitions.

Starting a podcast, newsletter, or YouTube channel focused on purpose, wellness, or social change.

Wellness, Nature and Tourism

Leading forest bathing or climate mindfulness retreats.

Starting a sustainable tourism venture.

Content Creation Freelancing as a content creator or virtual assistant for B Corps.

Developing a communications strategy for social enterprises.

Becoming a course creator with a focus on sustainability and the purpose economy.

Food Security

Working in community gardens, food security programs, or urban greening initiatives.

Running workshops in libraries, community centres, or schools on climate, sustainability and the UN Sustainable Development Goals.

How to Get Started

Women can start small and grow their purpose journey with training, finding mentorship programs, volunteering or micro-consulting and joining other virtual communities of women.

Short online courses can be found on Coursera, edX, the Acumen Academy and the U.N. SDG Academy.

Mentorship and funding programs can support entrepreneurial activities.

Volunteering or micro-consulting for nonprofits and sustainable brands can support skill set development with the opportunity to profile your new skills as your build your new personal brand.

Local or virtual communities of women changemakers can enable network building to support career or venture building.

A Second Chapter Written on Purpose

For women, this economy provides an opportunity to lead with the heart, apply one’s life’s experiences, and co-create solutions for the world’s most pressing challenges. Whether you're starting a new venture, mentoring the next generation, or discovering your own creative purpose, it’s never too late to start a new chapter filled with impact. Women need to be at the table to redesign healthier communities and societies. The Purpose Economy provides this opportunity.