In 2025, the brands winning attention – loyalty and talent – have one thing in common: purpose.
- Customers choose brands that reflect their values
- Talent picks employers who take the planet seriously
- Partners screen for sustainability before signing contracts
This isn’t a marketing trend. It’s a strategic shift. In crowded markets, responsibility sets you apart.
Take Bristol-based Inside Travel Group. They understood the travel industry had to evolve. Their focus? Communities, work culture, nature, supplier choices, and emissions.
Their 2024 results speak volumes:
- £65M turnover – a 30% increase from £50.1M in 2023
- 13,182 passengers served – up 22% from 2023
- Customer NPS 86.4/100, Trustpilot 4.9/5
- Job growth 24% increase since 2023
- Staff satisfaction 4.33/5
A pivotal moment was bringing in aligned investors: Piper, a B Corp private equity house specialising in travel, and Cool Japan Fund, investing in Japanese culture. These partnerships secure a purpose-led future while reinforcing their mission.
Read their full 2024 impact report here: https://insidetravelgroup.com/wp-content/uploads/2025/09/2024-Impact-Report.pdf
The takeaway: Companies that embed responsibility at the core aren’t just keeping up, they’re pulling ahead. Purpose builds trust, drives growth, and attracts talent.
Sustainability and responsibility aren’t sidelines, they’re your next competitive advantage.
How are you preparing your business to lead into a positive future rather than sticking with the status quo?
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If you’d like to talk about how your business can use your purpose & responsibility as a competitive advantage, like we did with Inside Travel Group, contact Camilla Barnes of Better Business. Better World to arrange your free Green Gap Review (either online or at C2S HQ) camilla@betterbusinessbetterworld.org
