the greater

the greater is a strategy consulting firm and social enterprise based in Canada. It specializes in high-impact business, brand, and partnership strategies for socially conscious organizations, particularly in the sport sector. Founded by former agency leaders, the firm promotes a "Purpose+" culture that aligns purpose with profit, helping brands achieve business results while fostering positive societal impact.

The firm offers services such as strategy development, workshop facilitation, creative concepting, and measurement strategy. It focuses on addressing root causes of social and environmental issues, emphasizing equity-deserving groups and sustainable outcomes. A notable aspect of the firm is its commitment to reinvest 50% of net profits into community organizations that tackle pressing social and environmental challenges across Canada. Initial beneficiaries include organizations like Daily Bread Food Bank and Hope Air.

Co-founded by Matthew Logue-Lee, the greater also prioritizes internal initiatives to promote inclusivity, such as Indigenous cultural competency training and support for diverse community associations.