Changing for Good


Sir Tim Smit – Founder, Eden Project

Denise Barrett-Baxendale MBE – CEO, Everton FC

Mya-Rose Craig – Environmental Activist

Paula MacKenzie – MD, KFC

  • Big Thinking
  • Disruption
  • Future

The world has changed, and the future is uncertain.

Our declaration that ‘business purpose and action is under the spotlight’ feels more relevant now than ever.

Day by day it is becoming increasingly apparent that urgent action and systemic change is needed to enable fairer societies, advance equality and support climate action, wellbeing and inclusivity in businesses, across communities, and in our public sector governance.

The pandemic has added urgency to the conversations we want to facilitate. Profit needs to serve a purpose greater than lining pockets.

Business has a responsibility to humanity and the planet, not only to serve their own interests. It is the responsibility of business to take the lead role in tackling global societal issues and harness profit to drive social wealth.

We’re witnessing a deep sense of feeling within business and society that things cannot and will not go back to how they were, and the world will, to a greater or lesser extent, be different in the aftermath of Covid-19.

Society is becoming increasingly intolerant of businesses that sell stuff at the price of trashing the planet. Brands perceived as serving a social or environmental purpose sell better if they are “purpose-led”

Now more than ever it’s clear that purposeful business is a matter of value, and not just values.

“Sustainable business drives superior financial performance”. ~ Alan Jope

“Fundamentally, the traditional drivers of value have been shaken, new ones will gain prominence, and there’s a possibility that the gulf between what markets value and what people value will close.” ~Mark Carney

We’re not here to make moral judgments. The world is changing and future may be uncertain. We believe every business can become a catalyst for change and has the power to influence how our future unfolds.


The Good Business Festival is passionately non-exclusive. It’s not about what you do or who you know. It’s not about agreeing on everything all of the time. It’s about everyone working towards a better world – no matter where you’re starting from.

Join the movement