Across the UK, expectations of business are shifting. Customers increasingly want companies to act responsibly. Employees are looking for purpose alongside pay. Investors are asking tougher questions about how organisations manage their social and environmental impact and whether their business models are sustainable in the long term.
The rise of the Better Business Act
Against this backdrop, the Better Business Act (BBA) has emerged as an important conversation about the future role of business in society. The campaign calls for a change to UK company law so that businesses are legally required to consider the interests of workers, communities and the environment alongside profit.
Limitations of current company law
Currently, company law largely focuses on directors promoting the success of the company for the benefit of shareholders. The Better Business Act proposes updating this framework so that decision making balances people, planet and profit – rather than prioritising short‑term financial returns.
What the proposed changes mean in practice
In practice, this would mean directors considering the wider impacts of their decisions – how they affect employees, customers, communities and the environment – rather than focusing solely on financial return.
Alignment with existing responsible business practices
For many organisations, this shift may already feel familiar. Certified B Corps already commit to balancing profit with positive social and environmental impact. As a certified B Corp, CloudNine is a proud signatory to the Better Business Act, publicly supporting legislative change that aligns business success with societal and environmental wellbeing.
Profit and purpose: not a trade‑off
Importantly, this does not mean businesses must sacrifice profit or operate like charities. Instead, it reflects a growing recognition that long‑term success is closely linked to how organisations manage their wider impact. Businesses that invest in their workforce, build responsible supply chains, engage meaningfully with communities and reduce environmental harm often create stronger trust, resilience and long‑term value.
Shifts in expectations from investors and regulators
Procurement frameworks, investors and regulators are already placing greater emphasis on transparency, responsible governance and measurable impact. As a result, many organisations are strengthening areas such as purpose and governance, impact measurement, supply chain responsibility and stakeholder engagement.
Impact as a core business strategy
These issues are no longer peripheral to business strategy. They are becoming central to how organisations operate and grow.
The future of business success
Because the businesses that will thrive in the future are those that understand a simple shift taking place today: success is no longer measured by profit alone, but by the value created for people, places and the planet.
CloudNine’s role in supporting responsible business
At CloudNine, we work with organisations to translate these ambitions into impact – embedding sustainability, social value and responsible governance into strategy, delivery and supply chains. Contact us today to find out how we can help: [email protected].
