When we shared our B Corp certification, we talked about how our values shape every part of Starfish Accounting. But what does it actually mean to be a purpose-led business?
At its heart, being purpose-led means knowing why you do what you do – and making decisions that reflect that purpose, even when it’s not the easiest or most profitable route. It’s about putting people and planet alongside profit. And it’s no longer niche.
Why purpose-led businesses are on the rise
More than ever, people are actively choosing to buy from and work for businesses that share their values. Research shows that a growing number of people, particularly millennials and Gen Z, look at a company’s stance on social and environmental issues before making a purchase. A study by Deloitte found that a huge nine out of 10 Gen Zs (89%) and millennials (92%) consider a sense of purpose to be important to their job satisfaction and well-being.
The ripple effect of ESG expectations
Larger companies are under growing pressure to report on their environmental and social impact – not just within their own operations, but across their entire supply chain. That ripple effect is reaching small businesses. If you’re supplying, partnering with, or selling to bigger organisations, chances are you’re being asked more questions about your own values, policies, and impact. From ethical sourcing to environmental practices, the bar is rising. And while that can feel like a lot to take on, it’s also a massive opportunity. Small businesses that can clearly demonstrate their purpose and practices are far more likely to stay competitive, win contracts, and build lasting partnerships.
The importance of clear reporting
So what does that mean for businesses like yours?
It means being clear about what you stand for. It means understanding your impact, communicating it openly, and having the systems in place to back that up – not just with financial figures, but with meaningful data that reflects your wider impact. Think employee wellbeing, carbon footprint, community engagement, diversity. These are the things your investors, customers and team care about.
How Starfish supports purpose-led businesses
That’s where we come in.
At Starfish, we work with businesses that are led by purpose, not just profit. That means helping you understand your numbers – all of them. From building reporting that includes both financial and non-financial goals, to supporting your journey into carbon accounting, we’re here to help you grow in a way that reflects your values.
It doesn’t have to be complicated
The good news? Tracking your impact doesn’t need to be overwhelming. There are tools available that integrate with accounting software like Xero, making it much easier to analyse things like carbon emissions based on your transactions. You don’t need to be an expert in sustainability to start making progress. Even small steps, like reviewing your suppliers, cutting down travel, or switching to greener energy, can add up. Plus, showing that you’re trying (and improving over time) can often matter more than having everything perfect from the start.
We know that running a purpose-led business can feel like a juggle. There’s the vision you care deeply about, and then the day-to-day of keeping the business afloat. Our job is to simplify the financial side so you can focus on what matters most.
Because when purpose-led businesses thrive, we all benefit.
Curious about carbon accounting or non-financial reporting? Get in touch – we’d love to help you make sense of the numbers that really matter.
