Impact Report
2025
Dear Reader,
Welcome to our latest Impact Report. This year marks five years since we attained our much-coveted B Corp status, and we remain deeply committed to creating a company that nurtures people, society, and the planet.
Too often, it feels as though human lives are serving the machine of business – rather than business existing to serve the people, communities, and environments it depends on. The challenges we face – climate breakdown, deepening inequality, and declining faith in institutions – can feel overwhelming. From every corner of the business world, we hear stories of exhaustion, disillusionment, fractured trust, and burnout – not just from employees, but from leaders too.
Can businesses continue to chase only greater efficiency and output, resorting to the same questions: ‘How big?’, ‘How fast?’, ‘How much?’, ‘How soon?’ Or can we begin to ask, as Krista Tippett put it, questions of moral imagination: ‘Why?’, ‘To what human effect?’, ‘Will this nurture or deplete me?’, and ‘How much is enough?’ Business is not charity. Our ambitions to grow, explore, evolve, innovate, and strive for excellence must remain. But these must be balanced by an understanding that how we support each other matters as much as what we achieve.
In today’s world, standing for something beyond profit can feel like a radical act. Perhaps we’re in a privileged position to see that organisations should exist to nurture human lives, not the other way around. Helping people find meaning in their work and rebuild trust feels essential to unlocking new and exciting possibilities for what business can be. If we want a future that is fairer, greener, and more humane, we must first imagine it. What kind of story do we want to live in – and what role will we play in shaping it?
Storytelling is how cultures evolve. It’s how the future becomes visible. And as storytellers, we carry both opportunity and responsibility: to bring into focus the better world still within reach.
Thank you for reading, and thank you for walking with us as we nurture better narratives and shape what comes next.
Warmly,
Adam Penny
Co-founder and CEO
The Beautiful Truth Group
B Corp impact score
Business needs comprehensive, credible, comparable impact standards to support economic systems change.
The B Impact Assessment is a digital tool that measures, manages, and improves positive impact performance for environment, communities, customers, suppliers, employees, and shareholders. All B Corporations must have a minimum of 80 points on the assessment. Receiving a minimum verified score of 80 points on the assessment is also the first step towards B Corp Certification.
The B Corp impact score is broken down into 5 key areas. These are:
Governance - A company’s overall mission, engagement around its social/environmental impact, ethics, & transparency.
Workers - A company’s contributions to its employees’ financial security, health & safety, wellness, career development, & engagement & satisfaction.
Community - A company’s engagement with and impact on the communities in which it operates, hires from, & sources from.
Environment - A company’s overall environmental management practices as well as its impact on the air, climate, water, land, & biodiversity.
Customers - A company’s stewardship of its customers through the quality of its products & services, ethical marketing, data privacy & security, and feedback channels.
We have incorporated these impact ares into the three core pillars of our business
People - Our impact on our people (Workers, Community, Governance)
Organisations - Our impact on the businesses we work with (Customers, Community)
Planet - Our impact on the wider planet and society (Environment, Community)
Improvements since our last score
- We have launched our environmental policy statement
- We have a full time mental health first aider in the office
- We have increased annual volunteer day allowance to five per annum
- We have introduced an enhanced maternity pay scheme
- We continue to purchase recycled and environmentally preferred products for the office
- We continue to share our success; all employees receive financial bonuses related to company performance
- We continue to share financial results with all employees once a quarter
- We have become London Living Wage accredited (one of only nine creative agencies in the UK)
To nurture better narratives - spurring the brilliance of people, business and planet.
We envision a world where people’s values, ambitions and business align - creating lasting benefit for all stakeholders, and overcoming the challenges of our world.
We stay open-minded, seeing things from all perspectives.
We believe every business has a duty to benefit its stakeholders and the world; ours is no different.
We believe in acting with integrity in all our business dealings – with suppliers, partners, clients and all our stakeholders.
Our purpose
To nurture better narratives - spurring the brilliance of people, business and planet.
Our vision
We envision a world where people’s values, ambitions and business align - creating lasting benefit for all stakeholders, and overcoming the challenges of our world.
Our values
Explore
We stay open-minded, seeing things from all perspectives.
Our values
Be beneficial
We believe every business has a duty to benefit its stakeholders and the world; ours is no different.
Our values
Be true
We believe in acting with integrity in all our business dealings – with suppliers, partners, clients and all our stakeholders.
Part 01
Our impact
Approach to our people
Human first, company second.
These are words we live by.
A company is a group of individuals, inspired to achieve, through a common cause and set of values.
Uncovering what’s meaningful for individuals is our first step in driving positive change in business, and we practice what we preach. We know that an understanding of personal purpose leads to a happier, more fulfilled worklife, and this is the foundation of our culture, underpinning the way we work with each other.
We have a number of multi-disciplinary teams across the editorial, consulting and creative production aspects of the business. We work hard to bring those teams and individuals together, be it socially or operationally – we value opinions and input regardless of role or seniority.
We are proud to pay the London Living Wage to all interns, and in the event we take on an unpaid work placement (as part of their studies), we cover their transport. We don’t believe internships should be only available to the few.
Our core values – the principles we stand by – reflect how we hope our colleagues feel in their work with us. We encourage each other to explore – to stay open-minded and to challenge their personal perspectives and intentions. We encourage our employees and clients to think about being beneficial – considering their impact beyond making profit. Finally, we remind them to stay true – to have the courage to find their voice and listen to it.
Our gender and salary balance
Our Bi-annual Pulse Check
Twice a year, we ask employees how we’re doing. Here’s what they said in 2024.
Sharing our profits
Every year, we donate a proportion of profit to a hand-picked selection of charities and purposeful causes.
What our people think
The view from an old timer, a new face and a friend of TBT.
Georgia Sanders
Senior Producer
Georgia joined The Beautiful Truth Group as an intern in 2016. She has since had four promotions and is now a Senior Producer.
What initially excited you about The Beautiful Truth Group?
The first project I worked on here was a film about polio for the Bill and Melinda Gates Foundation. It was a fascinating project, and I found it so much more fulfilling than projects I had worked on previously like music videos. It paved the way towards my own personal purpose: providing a platform for people who don’t usually have that space, and allowing them to express themselves passionately and authentically.
What has evolved in the company's mission and vision since you first joined?
We’ve gone from being solely a film production company to growing into a consultancy and an editorial magazine. Our cohesive approach allows us to create films that aren’t just functional, but also have sustaining longevity. We work with our clients like partners so that we can really help them understand their purpose.
What’s kept you working here for such a long time?
The projects we work on have integrity. We make strong judgments as to who we work with and why, and we make sure to not produce propaganda or greenwashing material. We hold our clients accountable to what they say, so each project feels authentic and meaningful.
Do you have an example of this?
We made a long-form documentary for a client and along side it produced an internal report that identified issues local communities were having. Because the client was passionate about creating meaningful change he took the concerns seriously, and liaised with the relevant teams to fix them. I’m really proud that we played a part in actually changing things for these individuals beyond making the documentary.
Serhat Sensoy
Editor/Edit Assistant
Serhat is the Senior Assistant Editor at TBT. After completing his BA in English Literature, driven by his love for film, he took a postgraduate diploma in filmmaking, followed by an MA. He worked on a variety of projects for years as a freelancer, during which his path crossed with TBT. Loving the positive approach of TBT focussed on creating meaning for both businesses, planet and people, he freelanced at TBT for three years, and in 2024 became a permanent employee. He is looking forward to the future of his journey in this beautiful company, while working on projects that he thinks matter for the world.
What do you love about working at TBT?
For me it’s the atmosphere. There’s always a "we're in this together" attitude on projects. I was a freelancer before, so I was used to environments where everyone would focus on their part of a project in a sort of cut-out-from-the-rest way, to finish the job and go home. As my first full-time job in the UK, I love this strong sense of unity.
What has surprised you about working at TBT?
I was drawn to the organisation’s values and goals of nurturing better narratives to shift the focus on the human element of businesses. So it wasn't surprising to me to see that everyone in the company is truly appreciated as the unique individuals they are, rather than cogs in a big machine to reach commercial goals.
What do you enjoy most about working at TBT?
I am someone who likes to be busy. So, I love being able to work in different roles in the post department, on many different projects simultaneously, in a very warm, friendly, kind environment. It is a place where everyone, regardless of where they are in their career, will find plenty of space to grow while working on projects that are meaningful for society and the planet.
Anna Butler
Personal Development Coach
At TBT it is important that our employees find their own personal purpose (or are walking the path to create meaning in their own lives). We provide all employees with monthly confidential one on one sessions with Anna Butler, a qualified coach, in order to help them do just that. Initially we asked Anna Butler to conduct these sessions during lockdown 2020, to ensure that everyone remained mentally healthy. Since then the sessions have developed, to career and personal guidance.
I’ve always been fascinated by people. My career got started doing consumer research for numerous global brands.
While I liked learning about what makes us tick, after a while, I found myself at a crossroad. I realised I wanted to have a more direct impact on people’s lives – to help people flourish so that they can reach their potential. Then I discovered coaching.
The Beautiful Truth’s purpose is ‘nurturing better narratives’, and in a way, that’s exactly what coaching is, it’s looking at someone’s personal narrative and asking: what stories are you telling yourself? What are you carrying which serves you, and what are you carrying that doesn’t?
Something I really admire about The Beautiful Truth is their emphasis on caring for the individual – supporting them as they navigate their unique life path.
In my sessions with employees, I’ve been impressed by their determination to change the narratives of their own lives. It’s given them space to step off the treadmill. To take a breath. And then to move consciously. But changing a narrative isn’t easy. We aren’t just looking to rewrite the wording on a piece of paper; we’re here to do the deep work, and to make an actual change. It requires self-reflection. What do you care about? What motivates you? What gives you that spring in your step?
Purpose for me is that North-Star. It's the thing that gets you out of bed in the mornings, that keeps you motivated on tough days. Your purpose might be revolutionising the way the world works, or it might be being a great mother, or a great father, or a great role model for people in your community. But whatever our purpose is, when we discover it, we gain clarity. We become more authentic and confident, as well as more courageous and daring.
On a company level, this equates to pushing boundaries, and inspiring others. It's been gratifying to see how TBT employees have flourished on a personal and professional level as they have each embarked upon this journey of self-reflection.
Part 02
Our impact with organisations
We believe in
business as a force for good.
In a world where people’s values, ambitions and business align we can create lasting benefit for all stakeholders, and can help to overcome the challenges of our world.
We work with companies who want to create lasting benefit for all stakeholders.
By identifying and expressing where common values lie, we give people the motivation to act in more beneficial ways through their organisations, not because they should but because they want to.
We work with businesses to explore and express this possibility. We uncover where people’s values connect to the businesses that they are part of and we turn this understanding into meaningful impact.
By using inspirational storytelling and creative formats we shift perspectives, uncover, express and demonstrate values and purpose.
"The human mind is a story processor, not a logic processor."
- Jonathan Haidt
Impact of our work
Our work focuses on impact areas that we believe are key to creating lasting benefit for all stakeholders, and overcoming the challenges of our world. Below, we summarise the types of projects completed in 2024.
What our clients say
Since 2020, TBT have been our partners of choice for story telling using visual imagery. This year, they recognised the importance of the BSH 25in25 initiative and brought not only the generosity to support but sentient and intellectual consideration of the subject distilled into a compelling narrative that has been shared across the world and engaged our global community.
- British Society for Heart Failure
TBT draws together people seeking positive stories and creative change with cheer … [the magazine] is a beautiful, upbeat biannual to cheer the heart and offer some sunny stories, solutions and suggestions for a world that needs them.
- Monocle
TBT is an incredible organization to work with. I could not imagine doing my role and not working with them on the wide range of projects and challenges that they get involved in. They are responsive to my business asks and are credible thought partners. The people that work there, live their values and are very skilled at what they do.
- Pfizer
Projects we're proud of
Throughout 2025, we've helped clients nurture better narratives to drive a positive impact on stakeholders and the world at large.
Part 03
The impact we have on the world
Approach to the planet and society
Our carbon footprint
Measuring our emissions and setting a reduction target.
Pro bono
We think we have a duty to tell stories of hope and purpose, regardless of affordability. We have been privileged to work with a number of not-for-profit organisations, both free of charge or at cost, to help them communicate some of the world’s most pressing issues.
Our Magazine
Our biannual, 128-page print magazine celebrates the individuals and businesses who are embracing life with purpose to create a kinder, greener and more equitable world.
Future commitments
01
We're developing a framework to measure and minimise our carbon emissions more precisely. This includes:
- Introducing sustainability checklist for all shoots to measure and minimise emissions.
- Incorporating the carbon footprint of suppliers into our emissions measurements.
Using this data, we will continue to reduce and offset to bring us closer to our target of Net Zero by 2030.
02
We have partnered with Matchable to increase volunteer opportunities for staff.
03
We continue to purchase recycled and environmentally preferred products for the office.
04
We continue to share our success; all employees receive financial bonuses related to company performance.
05
We continue to share financial results with all employees once a quarter.
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