When we tell people that NAMA specialises in working with purpose-led organisations, we sometimes get a raised eyebrow. “Doesn’t that limit your market?” they ask. And it’s true – not every organisation sees purpose as central. But over the years, we’ve learned something important: the most successful, sustainable, and frankly, the most rewarding organisations to work with are those that measure success in more than revenue alone.
That’s why joining the Better Business Act campaign wasn’t just a natural step for NAMA – it was an essential one.
What the Better Business Act Means
The Better Business Act campaign seeks to amend Section 172 of the Companies Act 2006 so that UK companies are required to balance the interests of people, planet, and profit rather than focusing solely on shareholder value.
For companies – from professional services firms with strong CSR commitments to social enterprises balancing mission with sustainability – this legislation would make those efforts not just admirable, but aligned with the wider expectations of business in society. Charities, of course, already operate under a different legal framework, but the principle is the same: embedding purpose strengthens impact.
Why Voluntary Action Isn’t Always Enough
In our work across different sectors, we’ve seen a spectrum: some organisations embed purpose into strategy, while others treat it more as a communications exercise. What we’ve learned is that purpose is most powerful when it’s part of the core business model, not bolted on.
The Better Business Act supports this shift at a systemic level. By requiring directors to consider environmental and social impact alongside profit, it encourages organisations to move beyond performative gestures. Purpose becomes integral to decision-making – and, naturally, to the way organisations communicate what they stand for.
Part of Our CSR Journey
For us, joining the Better Business Act campaign isn’t a standalone gesture. It’s one step in a broader commitment to responsible business. NAMA has been signed up to the Good Business Charter for four years, Tabitha dedicates time as a charity trustee, and we make a point of choosing a CIC as one of our service providers. We also regularly support a local CIC with donations. Each of these actions is part of our ongoing journey – practical ways of putting our values into practice.
Looking Ahead
The Better Business Act feels like a natural continuation of that journey. For organisations already working with a broader definition of success, it won’t change the day-to-day. What it does change is the context: it signals that this way of operating is not just welcome, but part of the direction the business is heading.
For NAMA, that matters. We’ve built our work on the belief that profit serves purpose, not the other way around. The Better Business Act is one more way we can align our work with that belief – and we’re proud to stand behind it.
