Dear Reader,

Welcome to our latest Impact Report. This year marks five years since we attained our much-coveted B Corp status, and we remain deeply committed to creating a company that nurtures people, society, and the planet.

Too often, it feels as though human lives are serving the machine of business – rather than business existing to serve the people, communities, and environments it depends on. The challenges we face – climate breakdown, deepening inequality, and declining faith in institutions – can feel overwhelming. From every corner of the business world, we hear stories of exhaustion, disillusionment, fractured trust, and burnout – not just from employees, but from leaders too.

Can businesses continue to chase only greater efficiency and output, resorting to the same questions: ‘How big?’, ‘How fast?’, ‘How much?’, ‘How soon?’ Or can we begin to ask, as Krista Tippett put it, questions of moral imagination: ‘Why?’, ‘To what human effect?’, ‘Will this nurture or deplete me?’, and ‘How much is enough?’ Business is not charity. Our ambitions to grow, explore, evolve, innovate, and strive for excellence must remain. But these must be balanced by an understanding that how we support each other matters as much as what we achieve.

In today’s world, standing for something beyond profit can feel like a radical act. Perhaps we’re in a privileged position to see that organisations should exist to nurture human lives, not the other way around. Helping people find meaning in their work and rebuild trust feels essential to unlocking new and exciting possibilities for what business can be. If we want a future that is fairer, greener, and more humane, we must first imagine it. What kind of story do we want to live in – and what role will we play in shaping it?

Storytelling is how cultures evolve. It’s how the future becomes visible. And as storytellers, we carry both opportunity and responsibility: to bring into focus the better world still within reach.

Thank you for reading, and thank you for walking with us as we nurture better narratives and shape what comes next.

Read the full Impact Report here.

Warmly,

Adam Penny
Co-founder and CEO
The Beautiful Truth Group