Cushman & Wakefield- Sponsor of the Pulse Blog

The Good Business Campaign

Aug 29, 2024
The Good Business campaign has emerged as a significant force in corporate real estate, driving the conversation on responsible business practices.

Guest Post by Jo Sutherland, managing director, Magenta Associates, and Good Business campaigner

Corporate real estate (CRE) has a significant role in shaping good business practices, serving as a crucial conduit between HR, marketing, procurement, and other stakeholders. The built environment contributes an estimated 40% of total global carbon emissions, meaning decisions relating to the design, build, and maintenance of buildings have a huge environmental impact. If that doesn’t demonstrate the power of the industry, let’s remember that CRE is one of the world’s largest employers. With millions of employees delivering critical services, the profession can shape people’s lives by creating an inclusive culture where everyone feels heard and appreciated.

The Good Business campaign has emerged as a significant force in the CRE sector, driving the conversation on responsible business practices. Originating from a content series by Magenta Associates, a PR and communications firm specialising in the property and workplace sectors, the campaign has garnered widespread attention. Through interviews with industry leaders from organisations including but not limited to CBRE GWS, AECOM, Bidwells, Elior PLC, Workman LLP, Churchill Group, Cloudfm, and Corps Security, the series focuses on 4 areas: Purchasing, People, Policymaking, and Positioning.

The campaign's success is evident, with hundreds of thousands of impressions and interactions on social media. It has also received support from the CoreNet Global UK Chapter and the Society for the Environment. The strong response and uptake from within the industry suggests that the idea of ‘good business’ resonates deeply with those in the built environment, with many professionals keen to share their own experiences and insights to drive the debate forward. The Good Business campaign's influence is set to expand with upcoming contributions from organisations like Neutral Carbon Zone, the Social Value Portal, and 360 Workplace, keeping the discussion relevant and impactful.

 CRE teams are increasingly recognising the need to incorporate principles of sustainability, diversity, equity and inclusion (DEI) into their operations. It is a profession best placed to influence positive change. For instance, Mitakshi Sirsi, sustainability director at WILL+Partners, the workplace strategy arm of global urbanism and architecture firm Broadway Malyan, has demonstrated how integrating sustainability into real estate decisions can lead to both environmental benefits and enhanced employee wellbeing. Her work at WILL+Partners and Broadway Malyan, including the WillAcademy initiative, highlights the role of education in closing the sustainability knowledge gap and promoting diversity in architecture.

Sustainability is not just about meeting regulations but also about unlocking innovation and responsible growth opportunities. The campaign addresses the practical steps needed to embed sustainable practices into architecture and design projects, as well as workplace and CRE operations, and is looking to provide a clear framework for CRE leaders looking to implement good business initiatives.

Good Business participant John Hamilton, chief people officer at Bellrock Group, champions how ethical decisions concerning colleagues and culture can drive both employee satisfaction and business success. For example, Bellrock’s adoption of the Real Living Wage – a campaign in the UK to promote a fair and decent wage for all – has led to significant improvements in staff retention, productivity, and overall organisational performance. This is one of the many examples that making the right decisions by people and planet isn’t just ‘a nice thing to do’ – there’s a business case, too.

One of the ongoing challenges within the CRE sector is securing executive support to invest time and money in driving sustainability and DEI initiatives. Esme Banks Marr, strategy director of BVN Architecture, addresses this in her work by demonstrating the financial and operational advantages of responsible business practices. Through real-world case studies, the campaign equips industry professionals with the strategies needed to build compelling business cases that align with both corporate objectives and ethical imperatives.

Overall, the Good Business campaign continues to drive meaningful change in the built environment, proving that ethical practices are not just beneficial but essential for long-term success in the industry. By featuring voices from across the sector, the campaign is helping to create a future where profitability and purpose go hand in hand.

Editor’s Note: To learn more about the impact and insights of the Good Business campaign, attend the related session at the upcoming CoreNet Global Summit in Berlin.

KC KCO
CoreNet Global