Episode #32: Can a business make money and do good at the same time?

The Green Room by Deloitte podcast

What does it mean to be responsible? There’s no right answer. In fact, it’s easy to get it wrong.

Every day we make decisions. Driven by what we believe in. What we stand for. And our sense of purpose.

In our personal lives, it might be showing up for our best friend when they need us, paying our bills on time, and educating ourselves on the big issues in the world around us.

In business, it might be stepping up as an ally for minority groups, volunteering our time and skills to support charity partners, and making sure our actions help protect rather than harm the environment.

The lines between our personal and professional lives are blurring. The things we care about at home have a place at work – and vice versa. And the days where being a responsible business were just one team’s job are over. In fact, it’s becoming an integral part of doing business today – part of who a company really is.

Tackling the climate crisis. Responding to the impact of the pandemic. Speaking out for social justice. Addressing inequality. Improving access to education and employment. Building skills in society. From big business to government, sustainable start-ups to social enterprises, and everything in between, any business can take positive action for people and the planet.

That's not to say it’s always easy. Looking at the future and thinking we can do better takes perseverance. Chances are, it might be the road less travelled. It might seem like a big risk. But if it’s the right decision, it’s worth it (yes, also commercially).

So how do businesses make social impact part of everyday decisions? Inclusive decisions. Impactful decisions. Hard decisions. Little ones. Big ones.

What does it mean to be a responsible business? Is there a formula for doing it right? And to get there, do you have to do it all?

Tune in to find out:

  • How the pandemic gave the Belu team the gift of time
  • Why customers are voting with their feet
  • Which of our guests set up a fair in their garden to raise money as a child
  • Why Natalie thinks the challenger brands are going to grow the fastest


Natalie Campbell

Natalie is an award-winning social entrepreneur and broadcaster. She is Co-CEO of Belu Water, a drinks business that puts people and the environment first. She is a strategic advisor to Stonehage Fleming and Percent and holds a number of public appointments and non-executive positions related to leadership and inclusive economic growth.

Claire Burton

Claire is Head of Responsible Business at Deloitte UK. Her award-winning team is responsible for delivering Deloitte’s 5 Million Futures programme, which focuses on breaking down barriers to education and employment. In her role Claire is responsible for all of Deloitte’s volunteering, fundraising and pro-bono activity.

Further reading

If you’re interested in any of the topics we talked about during this episode, you might find the links below useful.

  • Belu - the drinks business that puts people and the environment first.
  • 5 Million Futures - the Deloitte North and South Europe social impact strategy to help five million people get to where they want to be through access to education and employment.
  • One Million Futures - the Deloitte UK One Million Futures programme reached its milestone in June 2020, having supported one million people across the UK.
  • Retail trends 2021 - in 2021, it will be more important than ever to lead with purpose and create a culture of inclusion.

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