At the heart of every thriving enterprise should be a commitment not just to business success, but to a deeper social purpose. This was the message shared by Lisa Gokongwei-Cheng, Trustee and General Manager of the Gokongwei Brothers Foundation (GBF), in her speech at the Ateneo Graduate School of Business’s graduation ceremony on December 15, 2024.
Framing the inspiring commencement address around her work experiences primarily with GBF, JG Summit Holdings, and Summit Media, Gokongwei-Cheng brought into focus the intersection between business success and societal impact. Speaking to the graduating class of 2024, school faculty, and other guests, Gokongwei-Cheng offered her thoughts on aligning professions and careers in service of a greater good.
Founding GBF: A Bold Vision
The Gokongwei Brothers Foundation was established in 1992 by John Gokongwei Jr. and his brothers Henry, Johnson, and James. This initiative stemmed from their shared belief that education is the cornerstone of nation-building. To underscore their commitment, the brothers made a historic decision—donating half of their personal shares in JG Summit Holdings to the foundation. This act not only solidified GBF’s position as JG Summit’s largest shareholder but also ensured sustainable funding for meaningful societal impact.
Gokongwei-Cheng recounted the surprise and eventual admiration she and her siblings felt when the donation was announced at her father’s retirement party. “Once the initial shock subsided, we came to appreciate how wise this decision was—not just generous, but truly transformative,” she shared. The endowment provided GBF with the means to tackle systemic social challenges with a long-term perspective, particularly in education—a sector critical to the Philippines’ progress.
Addressing the Education Crisis
The Philippines is in the throes of an education crisis, manifested by consistently low rankings in global assessments like PISA. Issues such as overcrowded classrooms, undertrained teachers, undernourished students, and lack of resources further aggravate the problem.
Recognizing that teachers are pivotal to improving student outcomes, GBF has prioritized empowering educators. “Apart from endowing the Ateneo School of Education and Learning Design and providing teacher scholarships, we made it a deliberate strategy to invest in scalable digital solutions in order to reach the most teachers in the most resource-efficient way,” shared Gokongwei-Cheng.
One example is the STEM Collab community, which offers online training sessions to thousands of educators nationwide. GBF recently partnered with the National Educators’ Academy of the Philippines to provide Continuing Professional Development (CPD) units for key programs to further strengthen their professional development journey. Another key initiative, the GBF Class Builder, provides ready-to-use lesson guides and lesson materials that enhance content mastery and pedagogy, and save educators’ valuable preparation time. This flagship program, in collaboration with the Department of Education and other partners, ensures that teachers are equipped with standardized quality resources.
In addition, through a partnership with the Sunshine Foundation, GBF is supporting the rollout of Khanmigo—Khan Academy’s AI-based teaching assistant—to public school teachers across the country.
“Without well-educated citizens, our country cannot hope to progress and compete globally. A rising tide, as they say, lifts all boats. By investing in improving student outcomes, we invest in a virtuous cycle that benefits all,” said Gokongwei-Cheng, further highlighting education’s role in national development.
The Business Case for Philanthropy
Speaking to a room full of business graduates, Gokongwei-Cheng made a clever point in sharing that the Gokongwei brothers’ donation was not just a philanthropic act but ultimately a wise business decision.
“First, the Foundation’s structure enables it to address societal problems with a long-term view. Funded by dividends from JG Summit, the Foundation can focus on solving systemic problems without being hindered by short-term funding constraints,” said Gokongwei-Cheng.
Addressing systemic issues like education contributes to the nation’s progress, indirectly supporting the Gokongwei Group’s growth.
Second, being associated with GBF instills a sense of pride and purpose among its employees. “It allows them to see their work in a larger context. They know their efforts not only help every Juan afford to fly or enjoy world-class snacks but also contribute to improving lives through education and community-building. This alignment between business and purpose resonates strongly with younger generations, who increasingly seek meaningful work.”
A third point of consideration is that the foundation serves as a unifying force for the Gokongwei family. “This shared purpose strengthens our familial bonds and keeps the legacy of the founding generation alive, which hopefully promotes the unity and harmony required for a multi-generational family business to survive.”
Bridging Business and Purpose
Lisa Gokongwei-Cheng’s journey with GBF is a textbook example of the melding of personal passion with a societal mission. Initially hesitant to take on the role of General Manager, she found inspiration in her brother Lance’s advice: “In the end, the Foundation will be what matters.”
One of GBF’s proudest achievements is its evolving approach to education. From endowing institutions like the Ateneo John Gokongwei School of Management to creating the GBF Technical Training Center, then creating tools to empower teachers further, the foundation has consistently adapted to meet the nation’s needs. As of mid-2024, GBF has already reached more than 50,000 educators, potentially impacting 1.5million learners nationwide. Reflecting on her role, Gokongwei-Cheng shared, “Looking back, I am deeply grateful for the opportunities not only to do what I love and earn a great living but also to find a mission that gives me a reason to go to work every day.”
Gokongwei-Cheng next spoke about the concept of ikigai, a Japanese philosophy that emphasizes finding purpose at the intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. “Among these, identifying your mission—what the world needs—is perhaps the most crucial. Aligning your skills and passions with a greater purpose not only brings personal fulfillment but also contributes to the betterment of society.”
She related this to her father and uncles, whose entrepreneurial journey embodied ikigai—combining their skills and passion for innovation with a mission to uplift the nation through education.
True success lies in making a difference. For leaders and organizations alike, the challenge is clear—to find their ikigai and, in Gokongwei-Cheng’s hopeful words to the graduates, “May what you do matter to the world.”