Foundations for a Better Future
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Introduction: A Shift in What Matters Most
What does it truly mean to be a purpose-led business in 2025? And how can companies help drive the kind of long-term, systemic change the world urgently needs?
These aren’t just questions for certified B Corps, they’re essential questions for every business that wants to remain relevant, resilient, and responsible in a rapidly changing world.
B Lab’s new B Corp standards sharpen the spotlight on two deeply connected impact areas:
Purpose & Stakeholder Governance and Government & Collective Action.
At UK for Good, we believe these are the foundations of transformational business. Where purpose isn’t just a slogan, but a clear, accountable commitment. Where governance is a tool for courage, not just compliance. And where collective action helps us achieve the scale of change we need.
“Businesses have the power to solve the world’s biggest problems — if they choose to.”
— John Elkington, author of Green Swans and founder of Volans
1. Purpose and Stakeholder Governance: Walking the Talk
In recent years, ‘purpose’ has become a popular label, but often without substance. Many businesses say they are purpose-driven, but is that purpose clearly defined, transparently governed, and visible in their decisions?
The new B Corp standards ask businesses to go deeper – to define a purpose that’s more than profit, to embed that purpose in their governance structures, and to be held accountable for delivering it.
Some UK businesses are already setting a powerful example.
Elvis & Kresse exists to solve the problem of waste, starting with London’s decommissioned fire hoses. Their purpose:
“To rescue materials, transform them into luxury lifestyle accessories, and donate 50% of profits to charities related to those materials.”
This purpose shapes their products, partners, and profit distribution – and has rescued over 300 tonnes of material from landfill.
Y.O.U. Underwear’s mission is crystal clear:
“To improve access to education by donating underwear to vulnerable women and girls.”
They’ve donated over 34,000 pairs through their “Buy One, Give Two” model, proving that ethical fashion can be a force for dignity and empowerment.
Seacourt, a service business in the historically unsustainable printing industry, transformed itself around a bold purpose:
“To lead the world in sustainable printing.”
They now operate a net-positive business model, powered entirely by renewable energy, using waterless printing techniques and a closed-loop system that avoids landfill altogether.
Bates Wells, a UK law firm, was the first in the country to become a B Corp. Their commitment to stakeholder governance is written into their legal structure, aligning with a purpose to:
“Make a positive impact on people, society and the environment through our work, our people and our profit.”
And Volans, the sustainability think tank founded by John Elkington (credited with coining the “Triple Bottom Line”) exists:
“To catalyse systemic change to address the world’s biggest challenges – using the power of business as a force for regeneration.”
These businesses aren’t just compliant. They are deliberate – showing that good governance and authentic purpose provide the clarity, courage and consistency required in a complex world.
What the standards say:
The new standards require that companies govern for impact, including:
- Align the company’s purpose with the intent of the B Corp legal requirement; contribute to a material positive impact on society and the environment.
- Conduct regular stakeholder engagement and define what stakeholder governance mechanism fits well for your organization.
- Ensure there is oversight of the company’s purpose, social and environmental impact and stakeholder considerations at the highest level of governance (sustainability embedded in incentive schemes, and performance targets).
- Identify any risk of greenwashing in the company’s marketing and communication and implement a responsible marketing and communication strategy.
- Regularly and transparently communicate about the company’s social and environmental impact.
More here: Purpose & Stakeholder Governance
2. Materiality: Knowing What Matters Most
Purpose and governance should be grounded in what matters most to the business and its stakeholders. The B Corp standards now require businesses to identify and prioritise their most material issues.
That doesn’t mean doing everything. It means doing the right things – with clarity, consistency and impact.
At UK for Good, we’ve recently published a free, practical Materiality Assessment Guide for SMEs. It helps leaders move from confusion to clarity, and from assumptions to action – building stronger strategies based on the values and impacts that truly matter.
3. Government and Collective Action: From Purpose to Power
Even the most purposeful business can’t change the world alone.
That’s why collective action – previously a gap in many ESG strategies – is now a vital part of the new B Corp standards. This area encourages businesses to move beyond individual sustainability efforts and take part in shaping the systems that define the rules of the game.
“Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.”
– Margaret Mead
Tony’s Chocolonely doesn’t just sell ethical chocolate. It campaigns for systemic change in cocoa supply chains – advocating for EU legislation to eliminate child labour, and publishing an annual “Fair Report” to hold itself and others accountable.
Finisterre, the pioneering outdoor brand, works with scientists, fishers and fibre farmers to help shape regenerative supply chains and ocean-first policies. Their purpose, to inspire a love of the sea, translates into direct action and advocacy.
Volans again deserves mention here. Through their work on innovation and imagination, they collaborate with business leaders, policymakers and investors to catalyse bold, cross-sector change.
These are companies that understand their influence. They choose to engage with government, campaign for better policies, and collaborate with others, because the stakes are too high to go it alone.
What the standards say:
B Corps will be expected to:
- Align internal values with external policy positions
- Participate in coalitions and partnerships
- Support policies and systems that benefit people and planet
Explore this impact area here
Conclusion: Leadership for a Living Future
If we want a better future, one where business helps restore the health of people, communities and the planet, we need leaders willing to do things differently.
Leaders who understand that purpose isn’t a marketing strategy – it’s a responsibility.
That governance isn’t red tape, it’s a roadmap for meaningful accountability.
And that collective action isn’t a ‘nice to have’, it’s the only way we scale change.
At UK for Good, we support leaders who are curious, courageous, collaborative, committed and compassionate, and who are ready to create businesses that serve future generations.
Whether you’re a B Corp, on the journey, or just starting to question the status quo – we’d love to explore how we can support you.
Let’s build something worth inheriting.