Written by Samantha Scholl, Associate Vice President, Innovation & Entrepreneur Programs, BBB.
San Diego is embracing a shift toward purpose-driven leadership, proving that success is no longer just about profits. As businesses pivot from traditional models to platforms for purpose, the positive impact on our neighborhoods is undeniable. Local companies are stepping up, building trust, and strengthening communities through socially conscious practices. This movement highlights the growing importance of Localism, where businesses actively engage with the challenges of their neighborhoods, invest in their communities, and inspire future growth.
What is localism, and why does it matter now more than ever?
Localism isn’t just about “shop local” stickers on storefronts. A commitment to localism means prioritizing people over profits, supporting organizations with a shared mission, and promoting long-term sustainability by keeping resources circulating within the region. According to the American Independent Business Alliance, communities with thriving local businesses retain 48% more of their revenue, creating jobs and stimulating further economic growth. This interconnected system strengthens San Diego’s resilience and ensures businesses are not just economic engines but also agents of meaningful change.
Ignite Your Purpose: An Event to Bring the Community Together
This shift toward localism and purpose-driven leadership was on full display at Ignite Your Purpose, an event hosted by Better Business Bureau (BBB) in its ignite sparked by BBB space in Kearny Mesa. The event featured insightful discussions with Bob Dalton, founder of Sackcloth and Ashes, and Jordan Verdin, founder of the non-profit Humanity Showers, highlighting how businesses can use their platforms for good.
Bob Dalton shared how Sackcloth and Ashes came to life after his mother’s experience with homelessness, inspiring his one-for-one blanket donation model. To date, the organization has donated over one million blankets to shelters across the U.S.
Jordan Verdin recounted how Humanity Showers brings dignity through mobile showers for those experiencing homelessness, creating meaningful connections one shower at a time. These stories show how businesses can embed empathy into their operations and spark movements that uplift communities.
The sold-out event was bustling with community activators, entrepreneurs, policymakers, and business professionals dedicated to driving meaningful change and strengthening their communities.
Building a Values-Driven Economy
BBB and B Local San Diego both play pivotal roles in advancing values-based business practices throughout the region. BBB is redefining what it means to convene integrity-driven businesses through initiatives like BBB4Good,promoting ethical leadership that aligns profit, purpose, and community. Since its launch in 2023, 19 local BBB4Good verified businesses have emerged in San Diego, with more joining the movement. In parallel, B Local San Diego supports businesses committed to high social and environmental standards. Abraham Chen, incoming Board Chair for B Local San Diego, explains, “There are 44 B Corporations headquartered in San Diego. These organizations are rigorously audited for business practices that benefit all their stakeholders, including workers, customers, suppliers, and the planet.” These efforts reflect a growing shift toward purpose-driven leadership, creating a stronger, more resilient local economy.San Diego is embracing a shift toward purpose-driven leadership, proving that success is no longer just about profits.
How can you get involved?
Support Purpose-Driven Brands: Align your spending with your values by supporting businesses that reinvest in the community. Search BBB.org for businesses that have earned the BBB4Good Trustmark or look for a Certified B Corp logo to discover companies that are making a positive impact with every product or service they offer.
Volunteer Your Time and Skills: Share your expertise with local organizations focused on social change. Whether through hands-on help or offering specialized knowledge, your contribution strengthens their ability to serve the community.
Attend Purpose-Driven Events: Join events like BBB’s Ignite Your Purpose to connect with others who are driving change. These gatherings inspire action, spark new ideas, and build relationships that amplify community impact.
What role will you play in shaping the future of San Diego?
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Studio S
SEPTEMBER 11, 2026
Vi at La Jolla Village – Senior Living in the Heart of Everything
At Vi at La Jolla Village, residents don't have to choose between security and adventure, connection and independence. They get all of it.
Today’s seniors are more connected than ever, with a renewed focus on retirement as a time of discovery and enriching experiences. The ultimate reward for a retirement well-earned is the wisdom to appreciate it all, and what better place to enjoy that unique perspective than Vi at La Jolla Village, in the heart of San Diego.
All-access pass to good living.
As a Continuing Care Retirement Community (CCRC), Vi provides access to a connected and fulfilling community while making it easy to plan for future care, should the need ever arise. With a care plan in place, residents enjoy greater financial predictability and long-term value, freeing them to focus on making the most out of retirement.
Resort-style amenities at the epicenter of a cultural hub like San Diego offer a retirement experience unlike any other. Paired with exceptional dining, spacious accommodations and dedicated staff, the best of maintenance-free living is all around. And with the introduction of Vista 360 Well-Being, Vi’s panoramic approach to wellness, there are more ways than ever for residents to access it all.
The harmony of mind, body and community.
Courtesy of Vi at La Jolla Village
The key to longevity is striking the right balance in maintaining an active lifestyle with an active mind in a fulfilling community. With newly renovated community spaces and restaurants, Vista brings a variety of opportunities for residents to elevate their well-being through Vi-exclusive “Signature Experiences.”
Vista Enrich takes an evidence-based approach to brain vitality, keeping residents at the forefront of cognitive health through exergaming (exercising + gaming), nutritional plans and informative workshops. It is also home to The Brain Vitality Studio, an innovative facility dedicated to cognitive fitness that has garnered national recognition.
Vista Discover invites residents into stimulating educational experiences, from chef-led cooking demos and guided wine tastings to lectures at local universities and intimate lectures following cultural outings.
While Vista Enrich focuses on brain health and Vista Discover engages residents intellectually, Vista Explore cultivates a sense of adventure through curated travel and local excursions. But broadening one’s horizons doesn’t always require a plane ticket. One recent event brought a taste of the world right to the community: an onsite “jazz cruise” featuring live music and global cuisine served at a series of themed “ports” all within the community’s own ballroom.
“Location, location, location”
Courtesy of Vi at La Jolla Village
One of the biggest perks of life at Vi at La Jolla Village is its proximity to just about everything. With easy access to transportation and local attractions just steps away, residents can explore and engage with their community at their own pace.
“There are trolley and bus stops within a 5-minute walk that will get you to the beach, UCSD Campus, medical appointments, downtown La Jolla or San Diego, et cetera. We rarely use our car,” said resident Tom Yager.
With the best of San Diego just steps away, residents don’t just live in the city, they live within reach of everything that makes it special.
The best of all worlds.
Courtesy of Vi at La Jolla Village
At Vi at La Jolla Village, retirement isn’t a chapter to slow down; it’s an invitation to discover more. Tailored community experiences created by Vista, paired with the vibrant pulse of San Diego just outside the door, mean that residents don’t have to choose between security and adventure, connection and independence. They get all of it.
This is what an all-access pass to good living looks like: the comforts of an elevated lifestyle, a community built for growth and a city made for discovery – all in one place.
To learn more about Vi at La Jolla Village or for details on available floor plans, visit ViatLaJollaVillage.com/SDM.
NewBridge School is San Diego’s only school dedicated to the education of students with dyslexia and related learning profiles. For 30 years we have successfully served students with dyslexia, dysgraphia, dyscalculia, receptive/expressive language disorders, ADHD, executive functioning and memory deficits. Students transition successfully into academically rigorous high schools and colleges across the country. Why NewBridge? Training, training, training (plus intensive individualization, and comprehensive program design). All teachers are trained and retrained biennially in Orton-Gillingham, the only approach proven to remediate dyslexia based on Science of Reading research, and complete a year-long training program. Every aspect of our program is designed around our students’ learning styles and needs. Every class is taught by a highly-trained expert, and our Speech/Language and Occupational Therapy teams embed throughout the day. Our multisensory, multi-tiered math program has been developed in conjunction with sister schools and experts across the country. Don’t wait—early intervention is magic!
The Children’s School (TCS) is an independent school in La Jolla working with students from toddler through eighth grade. Rooted in the belief that every child has unique strengths and limitless potential, TCS provides a joyful, challenging education that inspires curiosity, confidence, and a lifelong love of learning. Experienced teachers know each student well and create meaningful opportunities for academic, social, and emotional growth through personalized instruction and hands-on, interdisciplinary learning. A culture of respect, inclusion, and collaboration encourages students to ask questions, take thoughtful risks, and develop a strong sense of responsibility to one another and the world around them. At TCS, learning extends beyond the classroom through meaningful connections with the local community and natural environment. Graduates leave TCS with a strong academic foundation, a sense of purpose, and the character to thrive in high school and beyond as engaged learners, compassionate leaders, and thoughtful citizens.
Enrollment: 240
Grades: Toddler – Grade 8
Tuition: $10,800 – $34,000
Deadline: Priority Application & Tuition Assistance for new students: Feb. 1, 2027
Gender: All-inclusive
Details Progressive, independent school. No religious affiliation
Growing up, Laika Nur, MD, Scripps Clinic sports medicine specialist, loved watching beach volleyball when the Association of Volleyball Professionals tour came to her hometown of Chicago. A talented volleyball player herself, she remembers sitting in the stands all day, and once, even got a couple autographs. Years later, Dr. Nur was attending a professional event focused on women’s sports, and the discussion turned to a new professional women’s volleyball league. The general manager and coaching staff for San Diego’s team, the Mojo, happened to be in attendance, and Dr. Nur took the opportunity to ask them if they needed a team doctor. Flash forward to the Mojo’s inaugural 2024 season, when Dr. Nur officially became the team physician. Click here to read more about Dr. Nur and how she incorporates lessons she learned on the court into her practice.
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Your feet and ankles probably aren’t something you give much thought to—until something goes wrong. Orthopedic surgeons at Scripps Clinic are on the leading edge of foot and ankle reconstruction, treating patients with sports injuries, deformities, traumatic injuries and other conditions. That includes repairing torn Achilles tendons with a minimally invasive procedure that shrinks the incision site to less than a centimeter, and performing advanced ankle replacement on some patients with ankle arthritis. Read more about Scripps’ innovations in foot and ankle care here.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
Mai Vue was just 34 weeks pregnant when she delivered her baby. Her pregnancy had been complicated, and she’d had a recent second trimester pregnancy loss, which led to her receiving specialized care from Sean Daneshmand, MD, a Scripps Clinic perinatologist who oversees high-risk pregnancies. Dr. Daneshmand and his team took care of Mai during her pregnancy, through the birth of her healthy baby girl and beyond. Mai was part of a program Scripps launched to provide support to new moms in the weeks and months after delivery. The postpartum program, known as Scripps Health’s Fourth Trimester Continuum of Care, provides care for women with high-risk pregnancies to optimize their health after childbirth and reduce the risk of complications in future pregnancies. Click here to learn more.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
