Called Coldr, the consultancy's vision is to "coax brands committed to change out of their cultural comfort zones and do better on purpose".
Coldr will work on a project basis. Pearce declined to disclose the agency's first client due to confidentiality, but said it's a large, multi-national group in the travel and leisure industry.
She said: “People are more concerned than ever about how brands operate and whether they walk their talk. Being purposeful has become a litmus test for trust and credibility.
“Increasingly marketing campaigns are being used to fill the ‘purpose’ gap, which misses the mark and often alienates underrepresented audiences and minority groups. People are acutely aware of the difference between those brands that use their platforms for change and those just virtue signalling."
She added: “Our offer is not for everyone: we don’t preach on why social change is important. We are not here to convince organisations that inclusive, diverse workplaces, or consideration of underrepresented audiences, make good business sense.
“We exist for emerging and established brands and organisations that already see the opportunities in doing better on purpose."
Pearce's 15 year comms career has included both agency and in-house roles, in disciplines varying from brand PR and consumer health to fashion, retail, corporate comms and reputation management.
Starting at Exposure, Pearce went in-house at vitamin brand Vitabiotics before moving to Virgo Health, where she led public health awareness campaigns for contraception and hepatitis C, and lifestyle campaigns for Veet, Scholl, Optrex and Nurofen.
At H+K, Pearce worked on brands including Schwartz, Twinings, Belvita Breakfast and Robinsons Fruit Shoot. Moving to Weber Shandwick as associate director, Pearce's clients included Coca-Cola and Aldi. She was also head of PR and communications at NCS Trust.
A member of the PRCA Diversity Group and a mentor on the BME PR Pros/PRWeek Mentoring Scheme, Pearce recently set up the UK Black Comms Network, aimed at UK-based black PR professionals.