This is a strong submission. Purpose is integrated into how the organisation operates. The alignment between mission, leadership behaviour and employee experience is clear and consistent. The experience appears intentionally designed rather than incrementally built. I love love love the hand-written cards and letters to the staff who’s care clearly goes above and beyond at moments that matter to others.

Bare’s entry is one of the most authentic and mission-aligned submissions in this year’s field. Their purpose of “changing how people experience death and grief” is not a corporate tagline; it is visibly threaded through every aspect of how the organisation hires, leads, supports its people, and innovates. The Next of Kin Dashboard, co-designed with frontline staff to improve the family experience, is a standout example of purpose and employee voice working in genuine partnership.