“We need to do something on sustainability, but we are not sure where to start”. “We have some initiatives in place, but progress has stalled.” “Our clients are asking more questions, and we are not sure what we are really supposed to be doing”.
These are the kinds of reflections I’ve heard from leaders of medium-sized businesses across the UK in recent years. These often-overlooked economic powerhouses employ and nurture local workforces. They are the businesses that actually do, make, and deliver, they are the ones that keep the country running.
Yet if they can embrace this agenda the benefits are tangible: increased sales and customer retention, higher staff engagement and motivation, stronger supply chain support, and even improved financial terms from lenders or attraction to investors or acquirers.
Many of these organisations, now in their second or third generation of family ownership, thrive on a strong, connected culture and a deep sense of responsibility to staff and community. This commitment is not born of corporate policy or brand statements, but of genuine relationships between leaders, employees, and the wider community.
These businesses are doing good work, striving to make a difference, and having significant impact. Yet they also face the realities of challenging times, with rising expectations from both customers and staff.
When I meet one of these leaders and we have an open discussion, I reassure them that their uncertainty, about what to focus on, what resources are needed, and where to begin, is entirely normal. Even the most successful medium-sized businesses, those that truly know their craft, often lack the in-house expertise to respond to the ever-growing list of demands.
The simple answer is this: start where you are.
Recognising the great work and impact already happening, and building the confidence to talk about it clearly, is often the best first step. At Not Sustainable, we’ve mapped the typical business journey from a leader’s perspective, and sharing this helps leaders see that sustainability is a journey like any other. The key is to define a commercially appropriate destination.
For a business to act responsibly, its approach must first be commercially viable. By this I don’t mean doing nothing or limiting ambition to the bare minimum. I mean understanding what material to the business and its stakeholders is, the impacts and opportunities that matter most, and building from there. You don’t have to be perfect or have all the answers to progress.
The next step is to develop a clear ambition aligned with what is truly needed. Build a proper plan. Bring in expertise if necessary to give confidence in setting goals. Share your intentions with your team, clients, and suppliers, and invite their support. Train staff where needed and embed responsibility into everyday roles. This is what it means to lead where you are going.
For some businesses, this means moving beyond tick-box compliance to actively reducing and measuring negative impacts. For others, especially those with entrepreneurial spirit and innovative flair, embracing this agenda can be transformative.
Check out where you are on our leaders’ sustainability journey. Knowing where you should be requires reflection, understanding and engagement. And if you need help that’s where Not Sustainable can come in, helping you work through the journey, step by step, with clarity and confidence.