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We’re perfectly positioned to help organisations deliver transformational change. Partner with us to make it happen.

Sustainability Strategy Case Studies

Saving 99.1 billion calories


Lucozade Ribena Suntory

We partnered with LRS to envisage and enact a 50% sugar reduction strategy across the business. We set out the vision, created internal consensus, developed the path to market and supported the development of supporting partnerships and actions. We’re still working with LRS to complete its transformation to a healthier, lower-sugar, enjoyable wellness company.

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 – 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. It came to us with a desire to refresh and evolve its sustainability strategy and a determination to do more. A perfect brief for us. We built from where Nomad was to develop a new sustainability strategy for the group that places it at the heart of the new food revolution we need – with ambitious targets for nutrition, sourcing and the operations that underpin everything.

10 million meals
at 30,000 feet

Virgin Atlantic

Virgin Atlantic

Virgin Atlantic serves a lot of meals in the sky. So it came to us for help on how to make sure they’re sustainable. In partnership with our friends at the Sustainable Restaurant Association, we developed a comprehensive sustainable food programme which aims to ensure all on-board food and drink is sourced fairly and sustainability. So far, we’ve achieved some great results, such as working with Fairtrade India to set up the first Indian Fairtrade banana cooperative, switching to MSC certified fish across the Caribbean and introducing our Beijing and South African caterers to higher welfare pork and beef producers.

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

Tackling carbon hotspots
in healthcare

Pfizer carbon reduction

The UK’s healthcare sector is leading the way to net zero, with the Greener NHS plan to reduce UK healthcare emissions to net zero by 2045 already underway. For several years, we have been working with Pfizer UK to understand how they can support the decarbonisation of UK healthcare across a range of projects – from engaging internal champions to deepdiving into understanding emissions sources across the medicine value chain and identifying a suite of green benefits for employees. Most recently, we developed a carbon calculator tool for one of their products that estimates the downstream carbon emissions associated for a specific product. The tool enabled us to identify hotspots of emissions intensive activities outside of manufacturing, and we are now modelling potential levers of change that could minimise the environmental impacts of the product.

Net zero for
future prosperity


Quilter is one of the UK’s leading wealth managers, whose purpose is to create prosperity for future generations. With £99.6bn (31 Dec 2022) in total assets under management and administration, the influence it holds cannot be underestimated. But for many financial institutions, the road to net zero is an uncertain one. Net zero finance is still undefined and national policy lacks clarity. We worked with Quilter to help them build out an understanding of their direct and indirect emissions and the frameworks which exist to help them identify actions to reduce the impact of these. Our insights helped to enable the business to set an SBTi aligned target to reduce their direct emissions and clarify 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 and Melinda Gates Foundation

The Bill & Melinda Gates Foundation

Smoking rates for women in many African countries are really low but now, among teenagers, that’s changing fast. We’re seeing a dramatic rise in the number of girls taking up smoking. The Bill & Melinda Gates Foundation wanted to take preemptive action, which has led to us running a multi-intervention social marketing campaign designed to write a different end to the story. We started in Botswana in 2014, and developed what has become the most popular teen brand in the country: SKY Girls. SKY is all about helping girls ‘stay true’ to themselves and what they believe in. From Botswana to Zambia, Kenya, Ghana and Cote D’Ivoire – 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 rates in Kent at their highest level since 2002 and suicide the leading killer of men under 45 in the county, Kent County Council was determined to take action. Using the principles of social marketing and behaviour change theory, along with in-depth research with the target audience, we developed a campaign to increase the number of men who felt able to call the council’s helpline. The multi-award winning Release the Pressure campaign ran for six weeks, generating over 19 million impacts with men through all channels and 20,000 unique visits to the campaign’s website. This all resulted in a 21% increase in callers and, most importantly, a 37% percent increase in male callers to the helpline.

19 million doctor’s
appointments up for grabs


Pfizer behaviour change

That’s the number that are missed every year. Each time a patient fails to show up it wastes a healthcare professional’s time, it costs the NHS money – an estimated £950 million each year – and it delays access to healthcare for other people. We worked with Pfizer to try and change this, using behavioural research to identify four themes to investigate further. From the use of behavioural techniques to encourage attendance in primary care and the optimisation of appointment reminders in secondary care, to looking at how we can overcome the high levels of DNAs (did not attends) for outpatient appointments at hospices and the general public’s reluctance to attend screening appointments, the aim is to test practical approaches that we hope will make a real difference.

Purpose and Values Case Studies

Aiming for half a
million actions
Global Citizens



Turning conventional employee engagement and cultural cohesion projects on their head, we forged a partnership between Coty and global campaigning organisation Global Citizen. It turns Coty employees into purpose activists on a bespoke internal platform, breaking down the barriers to freedom of self-expression and fighting to create lasting social change.

We wanted a disruptive and modern approach to creating impact, Global Citizen delivers it.

Camillo Pane CEO

Saving 350,000 sauce
sachets from landfill

Just Eat

Just Eat is on a mission to help its restaurant partners be more sustainable. With over 30,000 restaurants on its platform in the UK alone, it’s an amazing lever for change. Back in 2016 it came to us to help give that mission strategic direction and to find the best partners for action. Since then we’ve helped roll out the world’s first restaurant trials of seaweed-based sauce sachets in 65 restaurants, brokered a new partnership with charity Food Cycle raising hundreds of thousands of pounds, and created an inspiration and skills programme for tomorrow’s chefs.

Our clients

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