Why the Good Business Charter matters (and why more businesses should pay attention)
February 9th to 13th is Good Business Charter Week, which makes it a good moment to pause and reflect on a simple question:
What does it actually mean to be a “good business” and how do you demonstrate it?
Almost all business owners we come across want to do the right thing. They care about their people, want to behave responsibly, and would like their business to have a positive impact.
The challenge isn’t desire. It’s making their commitment visible and believable in a way that doesn’t add unnecessary complexity or cost.
That’s where the Good Business Charter (GBC) comes in. And it’s why we’ve been members pretty much from the first day.
Why is it worth business leaders considering this type of certification?
1. A certification demonstrates that you’re serious
In a world where every company claims to care, cynicism has grown at a similar pace.
Customers, employees and investors are increasingly sceptical of vague statements about values and purpose. They want to know:
– Is this believable?
– Is it embedded in how the business operates?
– Or is it just good marketing?
This is where certification plays a critical role.
A recognised standard provides:
– External validation that you meet defined principles
– A clear signal that your commitments go beyond words
– Reassurance that you’re prepared to be held accountable
As a business leader this is really where the rubber hits the road. Anyone can claim to be doing the right thing – but it’s what happens when that approach might cost you money that your integrity is challenged.
From a commercial perspective, that matters because trust lowers friction. It shortens decision cycles. Whether you’re an employee or a customer, it makes choosing to work with you feel safer.
2. Why the Good Business Charter works
There are plenty of ethical frameworks and certifications available. With some, the benefit is in the rigour. All are well-intentioned but rigour implicitly means it’s harder to implement and fewer people sign up.
What we value most about the Good Business Charter is its clarity and simplicity.
The GBC is built around ten clear principles, covering areas such as fair pay, employee wellbeing, ethical sourcing, environmental responsibility, responsible tax practices, and customer commitment.
Nothing with the GBC is down to interpretation. It’s ten simple criteria you achieve or don’t. We’re told the one that most often catches out potential members is the commitment to pay a living wage. You do it or you don’t.
This means the certification is simple to achieve, especially for SMEs. It doesn’t require months of preparation, expensive consultants, or complex audits. For many businesses, joining is less about radical change and more about formalising good practice that already exists.
This simplicity means it’s easy to communicate. Employees get a simple assessment of what the organisation stands for, and externally, customers quickly grasp what it means when one of their suppliers is certified.
3. Doing good is good for business
There’s still a feeling in some quarters that ethical business is a trade-off. That you’re more interested in being fluffy than capitalizing on every opportunity.
But the evidence repeatedly shows the opposite.
Research from organisations such as Deloitte, Gallup and the CIPD consistently shows that purpose-led organisations outperform peers over the long term.
In the US Deloitte are now talking about a Purpose Premium where purpose-led organisations outscore their competitors on metrics like staff retention and access to funding.
Gallup research shows just how many employees are not truly engaged with their work – with the CIPD demonstrating how that engagement correlates directly with productivity, profitability, and customer satisfaction.
Once again, this highlights the importance of proof points. If you can use a certification to prove to customers and employees that you’re serious about doing good, then good things will come to you too.
4. Public expectations have shifted. And we think it’s permanent
Consumers increasingly expect businesses to act responsibly, not just legally. Younger employees actively choose employers based on values and behaviour. Trust in institutions is fragile, and businesses are expected to help fill that gap by acting transparently and fairly.
Research from SEC Newgate, a fellow B Corp, shows the high expectations the UK public has of business:
- 75% say it’s important for business to have leaders who operate in a responsible way
- 72% say a business should consider all stakeholders, not just shareholders, in the decisions they make
With such overwhelming consumer sentiment it’s inevitable that purpose will remain a key driver of business success. Not all consumers put their money where their mouth is if “doing right” carries a price premium. But they are increasingly willing to call out organisations that fall short of their high standards.
In this context it’s obvious that a clear, independent standard like the GBC is a meaningful differentiator for an organisation
5. GBC membership is a practical first step into doing good
At Sales: Untangled, we’re also a certified B Corp, which is a far deeper and more demanding framework covering governance, people, community, supply chain, and environmental impact.
We know from countless conversations that not every business is ready for that level of commitment. In fact, for many it’s a disincentive. B Corp certification will always be a highly demanding standard that sets a bar many won’t leap.
And that’s OK.
What matters is progress, not perfection.
In contrast, the Good Business Charter is a meaningful starting point on your journey of doing good. It’s a clear signal of intent, and a framework that raises standards without overwhelming leadership teams.
For many organisations that makes it the perfect first step.
Final thought
Claiming to do good business shouldn’t be a prompt for cynics. It needs to be visible, proven and consistent.
The Good Business Charter does a good job of making that achievable, which is why it deserves attention, not just during GBC Week, but all year round.
If you’d like to find out more we’re happy to chat about our experience. Or of course you can go straight to the GBC website https://goodbusinesscharter.com/