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Sustainability Strategy Case Studies

Supporting a sustainable transformation


As the UK’s largest insurer and a major pensions provider, Aviva has a significant impact on the communities it serves through its products and investments. We have worked with the Aviva team over the last five years (and counting) to support the expansion of its sustainability ambitions. Our highly collaborative relationship began by supporting a significant strategic overhaul, with an in-depth materiality assessment, strategic direction-setting, and communications strategy. We then worked with individual teams on specific strategies and executions, including building community programme activations, optimising charity partnerships, overhauling and undertaking reporting, and bringing sustainability leadership to life through multiple thought leadership publications (including our creation of Aviva’s Climate Ready Index, and thought-leadership reports on Building Future Communities 2021 and 2023).

Good Business has essentially become a part of the Aviva Sustainability team - they have been an excellent partner with a great breadth of experience, able to provide clear advice and robust challenge to help us maximise the impact of our sustainability actions.

David Schofield Director of Sustainability

Strategic partnership for good


Suntory Beverage and Food Europe

We have worked as the strategic sustainability partner of SBFE, manufacturers of soft drinks including Lucozade, Ribena and Orangina, for nearly a decade. We worked closely with the leadership team to establish SBFE’s foundational sustainability strategy and continue to support its evolution, inspired by regular materiality assessments and deep-dive projects. This has included supporting SBFE in the UK to embrace a proactive sugar reduction strategy, giving them a competitive advantage as regulation emerged and removing over 99 billion calories from the national diet. This successful partnership continues today on a range of topics from plastic reduction, to DE&I, to brand and company purpose.

Being on the right side of history looks like this. Thanks Good Business!

Peter Harding CEO

Fish finger futures

Nomad Foods

Nomad Foods – owner of Birds Eye, among other brands – has a lot going for it. Its portfolio is predominately made up of fish and vegetables. It has a place on the plates for four million of us every day. And frozen food is a boon for food waste. Our relationship and work with Nomad spans many years and covers multiple areas of sustainability strategy and communications. From developing their sustainability framework to setting ambitious targets for change to bringing everything together in annual sustainability reporting, we’re proud to be a part of what Nomad has achieved on nutrition, sourcing and the operational change that underpins it all.

Climate Services Case Studies

Net zero connectivity for 47m customers

Virgin Media O2

Newly-created Virgin Media O2 wanted to set climate ambitions aligned to best practice and including a full value chain net zero goal. After working with the VMO2 team to create a combined baseline emissions measurement, we used research and interviews to assess emissions drivers inside and outside the business and create a tool that models carbon emissions to 2030 based on a range of scenarios, business decisions and reduction approaches. This supported the development and Board sign-off of a 2040 net zero target for the business. We continue to work with VMO2 across their climate commitments, including through product-specific carbon accounting, climate policies and supplier hotspot analysis.

The team at Good Business have been fantastic partners in navigating the evolving world of net zero and carbon footprinting, combining flexibility and expertise to deliver impactful results.

Rob McCann Head of Environment, Climate & Nature

Net zero for
future prosperity


Quilter is one of the UK’s leading wealth managers, with over £100bn in assets under management (September 2023) and a stated purpose to create prosperity for future generations. But with net zero finance still in its infancy, the path to emissions reduction was uncertain. We worked with Quilter to build an understanding of their direct and indirect emissions, and the frameworks that will help them identify actions they can take to reduce their impact. Our insights helped the business set an SBTi aligned target to reduce direct emissions and create an action plan for reducing the impact of their third-party spend.

Behaviour Change Case Studies

Helping 80% of girls in Botswana believe smoking isn’t cool

The Bill & Melinda Gates Foundation: Stripping the aspiration out of smoking

Smoking rates for women in many African countries are low, but recent years have seen a worrying increase in tobacco use among adolescent girls and young women as an age group. This is the context into which we launched SKY Girls, a multi-channel platform and brand designed to help girls ‘stay true’ to themselves and what they believe in and stick to the choices they make – including the choice not to smoke. Funded by the Bill & Melinda Gates Foundation, and run in partnership with local agencies, SKY Girls started in Botswana in 2014, and is now active in Zambia, Kenya, Ghana, Cote D’Ivoire and Nigeria. With its impact proven by multiple independent evaluations, we can safely say we’re reaching the lives of hundreds of thousands of teens and helping them stop before they start.

Saving men’s lives

Kent County Council

Kent County Council

With suicide the leading killer of men under 45 in the county, Kent County Council was determined to take action. Using the principles of behaviour change and social marketing, along with in-depth research with the target audience, we developed a campaign to increase calls to the council’s suicide helpline. The multi-award winning ‘Release the Pressure’ campaign ran for six weeks, generating over 19 million impacts with men across all channels and 20,000 unique visits to the campaign’s website. This all resulted in a 21% increase in callers to the helpline, including a 37% percent increase in male callers. So successful was the creative, that it is still used today by KCC.

We are very grateful for the insight and creative innovation that Good Business have given us in the development and delivery of the award-winning Release the Pressure social marketing campaign.

Tim Woodhouse Suicide Prevention Protection Manager

Accelerating behaviour change

The Bill and Melinda Gates Foundation

The Bill & Melinda Gates Foundation: A Gender Equality learning journey

One of the Bill & Melinda Gates Foundation’s Gender Equality team’s strategic priorities is to leverage multimedia platforms to shift social norms to improve adolescent girls and young women health and livelihood outcomes, and to so cost-effectively and at school. We’ve been working in partnership with our friends at Girl Effect to help them on this learning journey – mapping the landscape of mission-led behaviour change programmes, understanding their needs, challenges and opportunities and working to drive further and better collaboration to accelerate change.

Purpose and Values Case Studies

Helping kids rise


Much-loved Portuguese children’s clothing brand Zippy wanted to build on its strong heritage to develop a purpose that would power the business and the brand into the future. Through a series of workshops, interviews and sprint sessions, we helped Zippy identify the point of intersection between what it does and what the world needs. We found that, in a world of challenges for young people, Zippy turns everyday moments into opportunities for kids to develop, learn and thrive. We’re now working with the Zippy team to activate the purpose and ensure it comes to life through everything the organization does, and will do for the years to come.

Breaking new ground


Long-standing client CNH Industrial came to us in 2021 with a new challenge: to co-create a purpose that would capture and distil its essence and power it forward into the future. We immersed ourselves in the CNH Industrial world through an internal listening exercise and interviews with experts in sustainable agriculture, the future of food systems, technology and media and representatives of industry bodies. This gave us a wealth of insight which we used to shape a working territory for the purpose which we then evolved and finessed with the CNH Industrial team. The end result was a purpose that felt inspiring to colleagues and customers, and gave the company a clear sense of direction.

Homes for good


Curo Group is a housing association that covers Bath and Bristol. Against a background of budget cuts and operational challenges, it wanted to develop a purpose and supporting principles that would capture its desire to create positive social value and guide its activities, and implement a communications framework that embedded the purpose across the business in a consistent way. We worked with multiple stakeholders throughout the organization to develop the purpose, Homes for Good and a narrative to bring it to life, as well as the principles which inspire colleagues to put the purpose into action.

Our clients

We’ve worked with 20% of FTSE 100 companies, along with start-ups, foundations and charities around the world.