Purpose Before Profit: Craig Perlmutter of Arcadia Earth Toronto On The Benefits Of Running A Purpose Driven Business
An Interview With Chad Silverstein
…be ready to stick to your mission, no matter how challenging the journey becomes. Building a business with purpose means you’ll often face tough decisions where doing the right thing feels like the harder path…
In today’s competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to make a positive social impact and recognize that success isn’t only about making money. In this interview series, we are talking with some of these distinct leaders and I had the pleasure of interviewing Craig Perlmutter.
Craig Perlmutter is the president of Arcadia Earth Toronto. His detail-oriented, hands-on leadership merged with enthusiasm toward the outdoors & entertainment provides the exhibit’s first Canadian location with a perfect partner.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I grew up in Toronto and besides my family and school, hockey played a huge part in my life. Even after high school, hockey continued to play a major role in experiences which helped me mature and learn lifelong lessons about hard work, leadership and so much more. I played college hockey at university and my first two jobs after graduating were with professional hockey teams. After graduating from the University of Pennsylvania as an Economics major, I spent seven years in the promotions and marketing industry before owning and operating one of Canada’s top overnight summer camps for two decades.
Can you share the most interesting story that happened to you since you began leading your company or organization?
What I didn’t realize when building Arcadia Earth was the attention it would get from the media and how much incredible press we would get. Being featured on a long list of top local broadcast channels was both nerve-wracking and exciting. This led to the most interesting experience when we were given the opportunity to have a Netflix TV show film a short scene at our exhibit. The number of people required and the attention to detail was incredible to be able to witness firsthand and I can hardly wait to see Arcadia Earth on screen as the location for the main character’s date and first kiss.
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
One of the core values that has shaped both my personal and professional life is a commitment to openness and honesty. Whether I’m working with vendors, partners, artists, employees, or anyone else, I believe in clear and transparent communication, sharing both the good and the challenging news with integrity. In my experience, being upfront, even in difficult conversations, fosters trust and builds stronger relationships over time. I’ve seen firsthand the pitfalls of dishonesty in past roles, whether it’s people saying what they think others want to hear or acting without integrity, and I’ve made it a priority to avoid those behaviors. As the leader of a small start-up, we’ve certainly faced our fair share of challenges, but one thing I will never compromise on is trust.
Maintaining a reputation for honesty and reliability is essential to how I operate, and I firmly believe that building a foundation of trust leads to long-term success.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
When I was considering a new career, I wasn’t tied to any specific industry. Instead, I focused on finding the right mission, something meaningful where I could contribute and lead with purpose. After nearly 20 years of owning and operating a coed overnight summer camp, I knew my next venture had to align with my values and have a strong sense of purpose. The moment I experienced Arcadia Earth in New York City, I was inspired by its potential for social impact. That inspiration made it clear to me that bringing Arcadia Earth to downtown Toronto could create a meaningful and lasting contribution to our community.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
I’m sure I could have pursued a more traditional business model, focused solely on selling a product or service. However, after taking immense pride in creating meaningful experiences for thousands of campers and staff each summer, I knew that my next venture had to be purpose-driven. I’ve seen firsthand how rewarding it is to dedicate myself to something that has a positive impact on others, and I wanted to continue that in my career. Knowing that my hard work can make a real difference in people’s lives is deeply fulfilling. To now have the opportunity to educate visitors of all ages about their potential to positively impact the environment is incredibly inspiring and aligns perfectly with my values.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
While we haven’t yet been able to fully measure the tangible changes in behavior that our visitors implement at home, school, or work, the feedback we’ve received has been incredibly inspiring. From heartfelt social media posts and glowing reviews to personal emails and messages, it’s clear that we’re making an impact. In just one year, the difference we’ve been able to make is something my team takes tremendous pride in. Engaging with our visitors immediately after their experience has become a key part of our strategy, allowing us to better understand what resonates most and how we can continue to improve and inspire meaningful change.
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
I think the moment I truly realized the depth of our impact was when we received an overwhelming amount of attention upon opening last year. I hadn’t anticipated just how far and wide our message would spread across so many media channels. From local news outlets and publications, the response was beyond anything I could have imagined. It was a humbling moment that reinforced the importance of what we’re doing. Seeing the public’s enthusiasm and curiosity not only validated our mission but also energized our team to continue pushing boundaries and finding new ways to reach even more people. It reminded me that our work has the power to inspire change on a much larger scale than I initially thought possible.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability in your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
This is something we encounter on a weekly basis. We’ve intentionally chosen to stay true to our mission, even when it means sacrificing certain partnership opportunities. Our commitment to working with like-minded businesses and organizations that align with our values is non-negotiable. We refuse to compromise on what we stand for: inspiring individuals to take meaningful action to protect and restore our planet.
There are many businesses and associations that might offer lucrative opportunities but don’t align with our principles, whether in terms of sustainability, environmental stewardship, or ethical practices. Shying away from those partnerships can be challenging, especially as a growing organization, but we believe it’s essential to stay authentic to our purpose.
By prioritizing integrity over convenience, we’ve been able to build relationships with partners who share our vision and enhance the authenticity of our message. These collaborations strengthen the trust our visitors place in us and ensure that the impact we’re creating is consistent with our core values. Staying mission-driven has not only shaped our identity but also reinforced the belief that doing the right thing often leads to the most meaningful and lasting outcomes.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
My advice to new entrepreneurs is to be ready to stick to your mission, no matter how challenging the journey becomes. Building a business with purpose means you’ll often face tough decisions where doing the right thing feels like the harder path. Whether it’s turning down opportunities that don’t align with your values or weathering setbacks that test your resolve, and there will be many, staying true to your mission is what will ultimately set you apart and define your success.
Equally important is surrounding yourself with the right people, individuals who believe in your vision, share your values, and are willing to stand by your side through the highs and lows. This includes your team, your partners, and even your mentors. A strong, aligned support system will not only help you stay focused but also provide the encouragement and perspective you’ll need when the road gets tough.
Additionally, don’t be afraid to embrace the challenges that come your way. Every setback is an opportunity to learn and refine your approach. Staying mission-driven and resilient can sometimes mean making sacrifices, but those sacrifices often lead to deeper trust, stronger relationships, and a business that can have a lasting, meaningful impact. Focus on your purpose, stay adaptable, and remember that doing what’s right, even when it’s difficult, is what builds a business with integrity and longevity.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
It’s crucial to ensure your team not only understands your mission but feels deeply connected to it. One way we achieved this at Arcadia Earth was by creating a detailed manual to educate our team about each room in our exhibit. This ensured that the messaging was being conveyed properly to our visitors and, more importantly, helped our team feel personally connected to the critical issues we address throughout the experience.
When your team understands the “why” behind your mission and sees the impact of their work, it creates a sense of ownership and pride. They’re no longer just employees, they become ambassadors of your purpose, sharing your vision with the world. This connection fosters engagement, builds morale, and helps your team stay motivated, even during challenging times.
It’s also important to reinforce that connection regularly. Provide opportunities for your team to see the tangible results of their efforts, whether through visitor feedback, impact metrics, or internal discussions about progress. Celebrate the wins together and use setbacks as moments to realign and remind everyone of the bigger picture.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
I hope that 24 months from now, we can look back and revel in the incredibly mission-driven partnerships we’ve forged, partnerships that have inspired our visitors to care deeply about the environment and take meaningful action at home, at school, and in the workplace. I hope we’ve been able to explore 8–10 new topics in our rooms that not only inform but activate our community, empowering them with knowledge and solutions to address pressing environmental challenges.
Beyond that, I hope we’ve made significant strides in shaping more conscious consumers, teaching our visitors to buy less, choose quality over quantity, and be intentional about who they purchase from and what they support with their spending. By influencing these everyday decisions, we’re not just inspiring change for the moment but helping to embed sustainability into their daily lives.
I also hope we can look back at the ways we’ve amplified our mission through meaningful storytelling, innovative programming, and the creation of deeper, more personal connections with our audience. Whether it’s through new installations, workshops, or educational initiatives, I want to see that we’ve continued to engage visitors of all ages in ways that are memorable, impactful, and lasting.
Finally, I hope we can reflect on the strength of our team and the culture we’ve built, one rooted in passion, purpose, and resilience. Knowing that our shared dedication has led to measurable outcomes and inspired thousands to take action would be the ultimate validation of our efforts. In the next 24 months, my goal is not only to grow but to deepen our impact, ensuring that Arcadia Earth continues to be a powerful force for change.
How can our readers further follow your work or your company online?
Head to our website https://www.arcadiaearth.ca/ and follow us on Instagram @ArcadiaEarth
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
Purpose Before Profit: Craig Perlmutter of Arcadia Earth Toronto On The Benefits Of Running A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.