Companies play a leadership role in fostering shared understanding and implementing solutions towards a more equitable, inclusive and regenerative economy. This requires acting beyond individual interest and contributing to change at a systemic level.

As we’ve grown in ambition and influence, we’ve shaped our own response to this responsibility through Beautility. A commitment to – Make Good Choices Desirable. This year, we embedded Drive Change as a core principle within our Operating Principles, guiding how we work and how we challenge ourselves and our clients. We push for innovation that supports social and environmental progress. Sometimes this change is incremental, and sometimes it is more radical. What matters is recognising that meaningful change cannot happen in isolation. It happens within systems. Systems must be questioned, reshaped and rebuilt in ways that better serve people and planet. This is why collective action sits at the heart of our approach.

In 2022, we began what would become The Beautility Collective. At the time, it had no fixed structure, only a clear intention: to give our people and our clients access to the most progressive thinking in sustainability and responsible innovation. We immersed ourselves in learning by attending industry events and trade shows, reading widely, and reaching out to connect with people who were actively trying to drive change. Over time, this grew into a collective of designers, material innovators, brands, pioneers and visionaries, brought together by a shared belief in the power of collective creativity to accelerate positive change.

Through collaboration, pro-bono work, mentoring, research and public advocacy, the Beautility Collective allows us to contribute to change that no single organisation could achieve alone. It gives us a way to connect ideas with action, and innovation with the brands capable of bringing it into the world.

As a studio with cultural reach and a public platform, we believe our responsibility extends beyond our immediate client work. While our commercial projects are also a space for provoking innovation, we actively create opportunities to share knowledge, convene conversations and support systemic change more broadly. In 2025, we used our platform to spotlight the innovators shaping more sustainable futures. We hosted a panel at the inaugural SXSW London exploring Beautility and the intersection of sustainability and desirability, bringing together industry leaders Oriele Frank of ELEMIS and Victoria Rickard of Skydiamond.

Earlier in the year, we hosted a series of panels at Solus, a London-based supplier of architectural ceramics with a deep understanding of the environmental impact of its industry. These conversations explored the empowerment of women in architecture and construction, the future of water, and the role of AI in designing solutions to the water crisis. At London Packaging Week, we hosted a panel with innovative brands such as Daisy Face, a consciously formulated vegan skincare brand focused on refill-led solutions. And at Luxe Pack Monaco, we joined a discussion on unlocking the next economic and environmental shifts in luxury.

Looking ahead, our focus is on continuing to strengthen this system and finding more ways to share, scale and advocate for collective action. This includes better understanding our role in government affairs and deciding whether lobbying is an area where we can meaningfully contribute as an organisation, and if so, how to do this responsibly and with integrity. What remains constant is our commitment to driving change that goes beyond the expected. Change that challenges existing models, rethinks systems, and builds alternatives that are better fit for the future.