What’s the value in a values-oriented workplace?
People want to buy from, and work for, businesses they believe in.
By Rosie Brown, Co-CEO of COOK, B Corp since 2013
The great Gandhi once said, “Happiness is when what you think, what you say, and what you do are in harmony”. Today, in this uncertain world, our desire for happiness and fulfilment continues to overshadow materiality and people are increasingly looking to buy from and work for businesses they believe in.
Where we choose to work is an expression of our ethics and the brands we buy reinforce the causes we care about. And we have proof: a recent poll by B Lab UK and Regenerate found that 53% of the UK public were more likely to favour brands that are doing good in the world. Only 11% disagreed.
I’ve run lots of workshops about values with the COOK team in which we explore, as individuals, what matters most to us and what motivates us. Resounding words include “achievement, knowledge, relationships, harmony, teamwork and compassion” — all strengthening this notion that we are, and want to be, good.
Yet, our current economic operating system has fostered corporations that incentivise and encourage behaviours that don’t align with who we want to be; top down hierarchies; relational-poverty; severe pay disparity; and blame cultures, to list a few. With Gandhi’s wisdom in mind, it is no wonder so many people are unhappy at work.
The B Corp movement presents a new model in which businesses can grow and prosper; workers can feel valued and fulfilled; and customers can trust their money is investing in brands with purpose. At COOK, we see how a values-oriented work culture instills happiness on a daily basis. When we connect a shop leader’s value of wellbeing to the wellbeing of their team, everyone wins. When the delivery driver’s value of kindness means stopping to help out a lonely pensioner, magic happens.
Actions will always speak louder than words so we listen to our stakeholders to make sure the values we share are embedded throughout the business.
We care for people
We actively seek to promote and develop leaders who genuinely care about people, wellbeing and their potential and in 2013, we set up our Dream Academy to help people articulate and achieve life goals.
Never wanting our team to experience financial stress; we set up a Hardship Fund; offer financial wellbeing training; and we bought a holiday cabin for those who were struggling to pay for holidays. We walk the path of life together recognising special birthdays, babies, weddings, bereavements, and long service anniversaries. A third of our workforce has been with us for over five years and around 10% for over a decade.
We invest in our community
Our RAW Talent Programme has now offered 80 jobs to people following time in prison, homelessness or suffering mental illness, who could otherwise face barriers to employment. It is not easy work, but the impact of the scheme on those it touches is clear, and our culture is richer as a result.
Earlier this year, as Coronavirus began to wreak havoc, we set aside a Kindness Fund of 100,000 meals to give to those who needed them most. Shop leader’s worked with their customers and local communities to distribute meals to hospitals, prisons, care homes and elderly people living alone.
We build trust with our customers
by seeking first and foremost to establish a relationship, not sell a transaction. We listen to our customers’ feedback through an annual survey and, in return, we publish our social and environmental targets to share progress and hold ourselves to account. Like all B Corps, our B Impact Report is also published online.
In the spirit of community, we organise regular AGMs (Annual General Munchings) in our shops, to get to know our customers and educate them about our purpose-driven work. Most importantly, we hold our hands up and say “‘sorry” if we mess up — every mistake is an opportunity to establish deeper levels of trust.
It’s rarely plain sailing and we’ve slipped up plenty of times over the years. Sometimes we’re too preachy, too worthy, we expect too much, and we meet people where we think they should be, not where they are. Not every shop leader wants to be a values evangelical and not every new starter is thrilled about RAW Talent. That’s fair enough.
Values are what drives us all, and the world is waking up. Businesses that empower workers and customers to live in alignment with their own values will see more loyalty and attract the best talent. Gandhi told us to “be the change we wish to see in the world” and now it’s time for businesses to do the same.
Click here to view more results from the B Lab UK and ReGenerate poll. These results will support our advocacy for legislative change to ensure businesses have a positive impact on society and the environment, alongside benefit for shareholders. Interested to hear about progress? Sign up here.