For Love & Money

EPISODE OVERVIEW What does it look like when purpose isn't a department, a report, or a communications device — but the operating system of an entire business? Sara King is General Manager of Purpose at Intrepid Travel, one of the world's most recognised purpose-led businesses. She's responsible for delivering Intrepid's environmental, social and governance commitments across a remarkable scope: climate action, gender equality, modern slavery, reconciliation, animal welfare and the Intrepid Foundation. This is Carolyn's fourth Intrepid episode — and there's something poetic about it landing at Episode 99. The very first guest on this podcast, back at Episode 2, was Geoff Manchester, co-founder of Intrepid. Some organisations just keep giving you things worth talking about. In this conversation, Sara and Carolyn explore what it truly means to embed purpose into business strategy — not as an add-on, but as the guide for every significant decision the business makes. Including some very difficult ones. WHAT YOU'LL LEARN IN THIS EPISODE Why Sara describes her role not as a purpose leader, but as a facilitator of others creating impact — and why that distinction matters How Intrepid embeds purpose into its board-level scorecard, treating impact targets with the same accountability as financial targets The Antarctica decision: why Intrepid exited a profitable product on environmental grounds — and why revenue targets went up anyway How Intrepid's shift from carbon offsetting to a decarbonisation fund is reshaping its entire business strategy and growth profile The vertically integrated model that enables Intrepid's local impact — and the India story that brought it to life Why Intrepid's Borneo family trip is a masterclass in turning environmental education into lasting memory How Intrepid created an activism trip in response to US national park funding cuts — and why it sold out in ten minutes What B Corp certification has meant for Intrepid's culture of accountability — and what the new standards will demand Why purpose-led hiring attracts over 220 applicants for a single role — and what executives need to speak fluently at Intrepid ABOUT SARA KING Sara King is Intrepid's General Manager of Purpose, responsible for delivering the company's environmental, social and governance commitments, including as a signatory to the UN Global Compact and a certified B Corp. Her remit includes Reconciliation, Modern Slavery, climate change, gender equality, animal welfare and the Intrepid Foundation. Prior to joining Intrepid, Sara held a number of roles at the International Finance Corporation, a member of the World Bank Group, including a posting to Vanuatu where she delivered a national investment incentive scheme for tourism. Sara holds a Master's in International Relations and Affairs from Macquarie University and a Graduate Certificate of Management from the UNSW Business School. ABOUT INTREPID TRAVEL Intrepid Travel has been a world leader in responsible travel for more than 35 years. The company's mission is to create positive change through the joy of travel, which comes to life on more than 900 trips designed to truly experience local culture. With its own network of country offices in 33 countries, Intrepid has unique local expertise and perspectives. B Corp certified since 2018, their not-for-profit, The Intrepid Foundation, has disbursed more than $20 million to more than 160 partners. RESOURCES AND LINKS MENTIONED Intrepid Travel website The Intrepid Foundation website Intrepid's 2025 Integrated Annual Report The Good Times — 10 new purposeful ways to travel responsibly Sara King on LinkedIn WORK WITH CAROLYN Looking for a keynote speaker who will challenge your thinking on purpose-led leadership? Visit carolynbutlermadden.com Ready to embed purpose into the heart of your business strategy? Visit thecauseeffect.com.au