12 December, 2025

While much of our work at Good Business is focused on sustainability, primarily in the corporate world, we also have a behaviour change team that sits alongside our strategy and climate teams.

These three teams work closely together, as there are obvious and important links between them and they are united by the desire to create positive change. Today we wanted to focus in on the world of behaviour change. Alongside work for the likes of Wellcome, the World Health Organisation and UNICEF, our team works with multiple local agencies to run our Gates Foundation-funded SKY Girls programme, which is active in six countries in sub-Saharan Africa.

SKY Girls focuses on building resilience amongst adolescent girls and young women, and delivers positive outcomes across tobacco use, sexual and reproductive health and financial inclusion. By having a relatively narrow target audience, SKY can deliver content with very high relevance and aspirational value that effectively shifts attitudes and behaviour. But we remain acutely aware that when it comes to embedded, structural issues and social norms, change can only happen when multiple different groups and segments are engaged and activated together, and that requires collaboration across multiple agents of change: NGOs, community groups, media, corporates, civil society and government (to name a few).

We have therefore been delighted to have had the chance to work on a project that is entirely focused on fostering greater collaboration through both theory and practice: the aptly named Collaboration Hub. This project has been run as a collaboration itself, between us at Good Business and Girl Effect. Working with Girl Effect has been wonderful, and we have learnt a great deal through the process. So, in the spirit of collaboration, we have handed the rest of this edition of Friday 5 over to them. We hope you enjoy reading about the work they are doing, we certainly did.

By Rosie Serlin