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On June 18, 2025, we joined forward-thinking businesses at Better Business Day, hosted at the House of Commons. Organised by B Lab UK, the event rallied support for the Better Business Act — a proposed amendment to UK law requiring companies to give equal weight to people, planet, and profit in every decision.
With speakers including Mary Portas OBE and B Lab UK CEO Chris Turner, the day brought attention to the growing demand for a legal framework prioritising long-term impact over short-term gain.
We were proud to stand among the other brilliant businesses backing this change.
Exposure Ninja’s CEO, Charlie Marchant, at Better Business Day 2025 at the House of Commons.
Why the Better Business Act Is a Big Deal
The Better Business Act is a campaign to amend Section 172 of the Companies Act, shifting the legal responsibilities of company directors. Currently, directors are legally bound to prioritise shareholders’ interests while only having regard for people, communities, and the environment.
The proposed amendment embeds four core principles into law:
- Aligned Interests: Shareholder value is pursued alongside the interests of wider society and the environment.
- Empowered Directors: Directors are empowered to use their judgement to balance all stakeholder needs, not just financial returns.
- Default Application: The change would apply to all businesses by default, removing the option to ignore social or environmental impact.
- Transparent Reporting: Companies must report how they are aligning people, planet, and profit in their strategic or impact reports.
Charlie Marchant, CEO of Exposure Ninja, expands: “The change to Section 172 matters because if business decisions are driven by profit alone, we risk undermining the creation of a fair and equitable society. This is a global issue — one that affects our climate, communities, and ecosystems. Embedding this responsibility into law is a necessary step for the future of humanity.”
Over 3,000 businesses and organisations have joined this act, including Exposure Ninja. Public support is also overwhelming, with B Lab UK’s research showing that 76 % of the UK public wants businesses to be legally responsible for social and environmental impact.
Embed Quote: Charlie Marchant: “Exposure Ninja supports the Better Business Act because it gives legal backing to what we already believe: that businesses should serve people, the planet, and profit.”
What Happens Next?
The Better Business Act is finally set to be presented to Parliament in July. If passed, UK companies will be legally required to consider their impact on people and the planet, right alongside profit.
At Exposure Ninja, we’ll continue to support this campaign in partnership with B Lab UK and other purpose-driven brands to shape the future of responsible business.
Why Exposure Ninja Is All In
At Exposure Ninja, we’ve always been obsessed with positive impact and relentless about balancing people, planet, and profit. That’s why joining the Better Business Act was a no-brainer for us.
As a certified B Corp, we’re already held to high standards of social and environmental performance, accountability, and transparency. However, we believe those standards should be the baseline for all businesses.
Here are just a few of the ways we’ve built our business to reflect these values in practice:
- Every year, we release an impact report for transparency.
- We offer 20 hours of paid volunteering time to our team every year.
- We’re active about carbon offsetting.
- Our team is made up of 65% women, which is way above the national average.
- We donate 1% of our profit to charitable causes every year.
- Our free marketing mentoring programme empowers our team members and individuals looking to enter this exciting industry.
These set the foundations for our continued success. Charlie Marchant explains: “These initiatives help us build a business that benefits our team, our clients, and the world around us. As a result, we’ve seen higher-than-average employee retention, long-term client partnerships, and consistently strong client feedback.”
Want a Purpose-Driven Marketing Partner?
If you’re serious about scaling your business while making a positive impact, you’re our kind of people. At Exposure Ninja, we build integrated, multi-channel strategies that drive growth in traditional and AI-driven search — not at the expense of purpose but powered by it.
Let’s talk about how we can help your business grow smarter, faster, and more meaningfully.
