Inspiration Archives | Bristol Creative Industries

The last few years have drained employees, but employers can combat rising numbers of sick days with financial and wellbeing support
Recent research from Totaljobs revealed that sick days jumped by 41% over the past three years, presenting huge challenges for employers in terms of managing productivity, morale and employee retention. Employers surveyed in the research blamed the rise in the number of sick days that employees are having on a few major factors, but six in ten (59%) of HR leaders believed this is down to a deterioration of workplace culture and employee satisfaction.

It’s important to point out that it’s been an incredibly challenging few years for many people. They have come through a world-changing pandemic and walked straight into the cost-of-living crisis which is still being felt today.
Many employees are financially, mentally and emotionally drained because of macro-economic events in recent years. This is likely to be driving the number of sick days being taken. In addition to impacting productivity, rising sick days also create new challenges which are eroding that much sought-after connection between colleagues. Less time together can prevent people from identifying as being part of a team, impacting morale and wellbeing.

It also increases pressure on employers to meet the differing demands of different demographics, and their differing attitudes and expectations towards their job, especially amidst tough economic conditions.

However, employers do have a secret weapon in combatting the rise in sick days. Employee benefits packages can provide the required financial and wellbeing support that many employees are calling for – this cost-effective approach can tackle challenges employers face around workforce morale, productivity and culture as well as support with talent attraction and retention.

There is so much work to be done with recent research revealing that half of businesses report that they have increased investment into their benefits package over the past year, however the minority of employees still believe that their current benefits package is inadequate, indicating that there is still work to be done.

In fact, benefits packages are growing in importance for employees as well as employers. I have shared again and again that most employers here in the south-west say that benefits packages are one of the very first things candidates are asking about in their interviews, and existing employee feedback is increasingly asking about their business’ benefits package.

How can employers ensure that the benefits on offer are fully supporting employees? For the modern employer, understanding the specific needs of their employees has never been more important, but with more people working remotely and multiple generations currently occupying the workforce, it’s much harder to know if these needs are being appropriately met. Worryingly, many employees think that the benefits on offer to them are completely irrelevant to their personal situation and with a multi- generation workforce the picture isn’t on the up.

Despite increased investment, this scenario perfectly illustrates that employers are still failing to truly understand the individual needs of their employees, and although they’re driving change, it’s currently at risk of heading in the wrong direction.

Keeping lines of discussion open between employer and employee is crucial to understanding what support that individual employee needs.
Using data insights means employers can send targeted communications to their employees to ensure that the right benefits reach the right employee at the right time, boosting engagement.

Getting a benefits package right contributes to a more compelling employee proposition and offers improved value for money to employees and employers alike. Not only will it primarily improve support for all employees, making them happier, more productive and more engaged, it leads to reduced sick days, enhanced value for money, a better ROI for businesses, and can help to attract and retain some of the best talent in today’s workplace.

Imagine this. Instead of writing a traditional article like this one, we shorten our article to a series of headlines and project them onto a famous skyscraper. Outside an advertising awards show. We tease the event. And we invite you and influencers along to it. You take pictures and film parts of the show. You then post it on social media. We film the entire stunt. Afterwards, we edit the vid into different cut-downs for different channels. That my friends is a brand activation in practice.

So what actually is the definition of a brand activation? ChatGPT defines it as a ‘marketing strategy designed to actively engage consumers with a brand, creating a memorable experience that drives awareness, interaction, and emotional connection’. It’s a decent definition for this recent advertising phenomenon. But for us, it’s an idea worth advertising. Something for your brand to shout about. And right now, activations are becoming more common. They’re taking full advantage of digital capabilities to propagate ideas online which in turn, amplifies brands organically for free. 30 years ago, a Tango ad on a Saturday night was talked about on a Monday morning in the school playground, or at the water-cooler. Today, it’s instant on Whatsapp, TikTok, Twitter and so on. And great activation ideas that live online, always have the possibility of getting shared time and time again.

Here are some of my favourite brand activations from recent times including an app concept for Toyota that was the no.1 downloaded app in the country it was made for.

American Outdoor Brand REI Closes For Black Friday

You read right. Sounds bonkers. But it was genius. True to their values, REI closed their doors on Black Friday. Instead of getting caught up in the chaos of the shopping day, they wanted their staff to #OptOutside, have a stress-free day off and enjoy the great outdoors. The feel-good news story was picked up by all the mainstream media outlets in the states, and the brand saw sales, brand warmth and employee retention increase off the back of this one activation.

Xbox made the world’s most dangerous billboard

Xbox wanted the world to know how tough their new Tomb Raider game was so they created an interactive billboard that played out like a live game show. Then they subjected the six people on the London billboard to the extreme weather conditions from the actual game. Fans streamed the show via Twitch, where they could even control the weather via their smartphone. Until only the grittiest contestant was left. The results were off the charts, from 450k+ views on Twitch, 2 million views on Facebook and 18 Cannes Lions.

IKEA created furniture truly for all

How? By flipping disability around and creating ThisAbles. Ikea found 1 in 10 people in the world live with a disability. So they hacked their most iconic IKEA products by developing 13 open-source 3D printed add-ons, each solving a different accessibility issue. Besides the 5M$ worth of earned media from PR, 4,625 people downloaded the 3D models. One of the great brand activations, that intrinsically links to their vision and genuinely make people’s everyday, wonderful.

Human-sized candles battle burnout

Education groups came together to launch Denmark’s Mental Health Day and create awareness about the increase of youth burnout. How? They crafted human sized candles and erected them all over the country to start a nationwide conversation. Each of the statues were made from wax that symbolised inaction leading to an entire generation burning out. They also targeted policy makers with small versions of the burnt-out youth, and produced a series of solutions to help address the growing issue.

Adidas created the world’s first liquid billboard

The global sports brand discovered that 32% of women around the world feel uncomfortable swimming in public. In the Middle East, it jumps to a staggering 88%. So adidas created the world’s first swimmable billboard in Dubai, encouraging every woman in the city to dive in and become ambassadors for its new inclusive swimwear collection, regardless of their shape, ethnicity or ability. It sparked a global conversation across 60 countries about making swimming more inclusive as a sport for women.

Toyota faced down driver distraction

Put your phone down while you drive and pick up rewards. That was the simple award-winning idea for Toyota in Ireland.

The app topped the Irish app charts, received national TV, radio and press coverage worth nearly £350k. But above all Irish people drove over 13 million miles with their phones faced down. And Toyota showed how “built for a better world” made a real tangible difference in people’s lives.

Calm changed how we looked at suicide

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, they created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.

Act now on your next brand activation

The next time you brief your creative agency, think about what it is you’re really looking for. If it’s brand awareness, perception, resonance and share of voice, give your agency the license to think bigger. Creativity shouldn’t be squeezed into conventional media formats – let your brand break free and break the mould. That’s what garners coverage, reach and long-term legacy.

It’s where experiential meets content meets stunts meets brand amplification. And in today’s world, that means more bang for your budget. Just remember, the best activation ideas can be summed up in an attention-grabbing headline. If you nail that and get excited about making it happen, who knows? Your brand activation could be talked about for years to come. Building long-term brand awareness and advocacy, that’s some return on investment.

In a time where hybrid or fully remote working is becoming increasingly more common, it is really important to be able to make the most of your work environment. Sitting at your desk all day may seem like the best way to complete all of your tasks for the day, but there is only so long a human can focus before productivity begins to take a nose-dive. There are lots of small, easy changes you can make to your working day in order to ensure you are as motivated and productive as you can be, whilst still looking after your wellbeing. Here are our 5 favourite tips for increasing productivity at your desk!

1. Leave your desk

Sounds counter-intuitive doesn’t it? Well, plenty of studies have shown that taking regular breaks away from your desk increase your productivity when you are back at your desk. Give your mind a break from your workload by taking a walk, grabbing a coffee or just getting some fresh air, which is proven to massively increase focus.

2. Stay hydrated

It is really important to stay hydrated, both in and out of the office. Increased water consumption improves energy levels and the quality of your sleep, both of which will have an impact on the quality and speed at which you complete your work. Whilst a cup of tea or coffee will aid rehydration, it is a good idea to keep a bottle of water at your desk so that you can drink throughout the day.

3. Look after your space

Think about what motivates or inspires you, without distracting you. Studies have shown that having pictures of loved ones, plants or other small personal belongings provide a quick mood boost and can increase focus. Ensuring your desk space is personalised to you but not cluttered is a good way to make the workday run a little smoother. Staying on top of organisation and storage also reduces the time you’ll spend hunting for that file or favourite pen, which can lead to further distractions!

4. Break it down

If your to-do list is seemingly never-ending, it’s easy to feel demotivated and like you aren’t actually achieving anything. Breaking down big jobs in to smaller, more manageable tasks creates an easy plan to follow, as well as a huge feeling of accomplishment when you complete everything on your list for that day. Setting yourself smaller goals for the day mean you don’t feel overwhelmed, and you might find yourself surpassing your targets, which will further add to your sense of achievement.

5. Keep connected

So you’ve tried everything, been for a walk, had some water, looked at your office plants, but your workload still seems to be increasing and you can’t seem to get going? Talk to your co-workers, or the other people in your office, whether it’s on zoom, email, or face to face, the chances are that if you are experiencing a dip in productivity, they may be able to help. Either by reminding you of what the end goal is for your task or project, or by helping you manage some of your workload, the people around you are all part of your support network, and being able to engage with and offer assistance to your colleagues can have a feel-good effect on you as well.

For more great tips or resources that help increase productivity in the workplace, we like SnackNation’s blog: 34 Ways To Be More Productive At Work

It’s the question every Business and HR leader asks. You’ve rolled out new benefits, negotiated better coverage, even launched a whole new platform. But after all the internal comms, budget cycles, and supplier meetings, how do you know it’s working?

If your first instinct is to reach for usage stats or participation rates, you’re not alone. But true success in benefits design isn’t only measured in dashboards. It shows up in how people feel, how they work, and how they talk about your company when no one’s watching.

Employees are happier (and it shows)

The most successful benefits programmes don’t just boost uptake; they boost morale. When employees feel genuinely supported and valued, that sense of security and appreciation spills into how they show up at work, and how they talk about your business when they’re not at work.

You see it in how confidently people recommend your company to others. You feel it in team energy, reduced attrition, and stronger engagement. In fact, plenty of research shows that benefits are one of the biggest drivers of overall job satisfaction, right behind pay.

Happiness at work is about creating an environment where people feel like their wellbeing is genuinely supported, and where they can bring their full lives not just their job titles to the table.

There is genuine flexibility

A one-size-fits-all approach might be simple to manage, but it rarely delivers what today’s employees need. This is especially true for organisations managing larger workforces with varied cultural norms, regulatory frameworks, and expectations.

Successful programmes prioritise real flexibility: custom allowances, region-specific design, and meaningful choices that reflect employees’ personal lives and priorities. It’s not about offering everything, but about curating something thoughtful and responsive, and allowing space for people to make it their own.

You hear stories, not just see stats

The most meaningful benefits are the ones people remember for life, not the ones they click on most.

Last week I wrote an example about how people remember getting access to fertility support that led to a baby, receiving healthcare when they needed it most, or being able to visit family because of an annual leave purchase scheme. This stuff is harder to put a number on, but infinitely more impactful.

None of these outcomes show up neatly in a usage report. But their impact? It’s enormous. Not just for the person involved, but for everyone who sees that story unfold, and quietly logs it as a reason to stay.

Storytelling isn’t fluffy. It’s one of the most powerful ways to measure emotional ROI and increasingly, it’s what leadership teams care about. If any business leader can explain the value of their benefits programme through stories, not just numbers, they’re doing something right.

Engagement over spend

Companies are investing huge amounts into employee benefits, but many struggle with low awareness and poor utilisation. This isn’t always a design problem it’s often a communication problem.

If your employees can’t name even three benefits they have access to, that’s not on them. A successful programme is one that people remember. One that shows up in their lives in relevant, timely ways. One they can talk about without needing to consult a portal or policy document.

A successful benefits strategy isn’t about chasing 80% participation rates or offering the longest list of perks. It’s about building something that matters. That makes people feel supported, empowered, and proud to work for you.

Here’s how forward-thinking companies are stretching their employee benefits budget while delivering high-impact employee experiences.

In today’s economic climate, business and HR leaders are under more pressure than ever to do more with less. But making your employee benefits budget go further isn’t just about cost-cutting, it’s about spending smarter. The key? Reimagine you’re spending to create effective benefits for your team.

Here’s how leading organisations are stretching their employee benefits budget while delivering high-impact employee experiences.

Stop equating impact with cost

One of the biggest misconceptions in benefits design is that higher spend automatically means better strategy. But great benefits aren’t defined by price tags. They’re defined by relevance, accessibility, and alignment with what your people need.

Too often, businesses pour money into legacy schemes or overlapping policies with low visibility and poor utilisation. Instead, a smart approach focuses on realigning spend to improve impact.

Why prevention is more important than intervention

Prevention is better than cure, and cheaper too. Many employers still spend disproportionately on reactive benefits (like medical insurance) over proactive ones (like wellness, mental health and preventative care).

That’s a missed opportunity. Proactive benefits reduce downstream costs, from insurance premiums to sick days. And many of them come baked into existing products, such as virtual GP access or gym discounts. These extras are often buried in fine print. If they’re not visible to employees, they’re not really benefits.

Find your hidden wins

There’s often untapped value sitting in your current scheme. From EAPs to death-in-service benefits, many include ancillary offerings that never get used simply because they aren’t visible.

Bringing these hidden benefits to the surface can increase perceived value and boost engagement without increasing spend

^{Make the most of salary sacrifice and tax savings}

If you’re in the UK, you have access to powerful tools that can generate budget through tax efficiencies. Benefits like workplace nursery, cycle-to-work, EV leasing, and annual leave purchase can be offered through salary sacrifice, reducing employer NIC contributions.

Those savings can be reinvested elsewhere. For example, one employer used their savings from annual leave trading to fund fertility support and wellbeing allowances all without adding to their overall benefits budget.

Reallocate, don’t just add

You don’t need to spend more to do better. Many businesses can reallocate 20-30% of their current benefits budget by identifying low-impact coverage and redesigning based on what employees’ value.

Designing with flexibility opens space to offer more relevant and personalised benefits without increasing cost.

Personalisation doesn’t have to be expensive

Modern employees expect choice. And personalisation is no longer a luxury, it’s table stakes. Flexible benefits platforms let employers offer a wide range of voluntary benefits, allowances and salary sacrifice options with minimal admin. You can even offer flexibility within existing benefits by allowing employees to adjust their coverage levels or add dependents at their own cost.

Communicate like it matters (because it does)

A benefit employees don’t know about isn’t really a benefit. Awareness drives engagement, and engagement drives value.

Yet many benefits teams launch new schemes with a single email and hope for the best. Instead:

Redefine success

Utilisation alone is not the measure of success. Some benefits, like fertility support, menopause care or neurodivergent coaching, will only ever impact a small portion of your workforce. But when they do, they change lives.

When your finance team asks, “Why are we paying for this?” be ready with the answer: because retention, wellbeing, and employee trust aren’t built on averages. They’re built on moments that matter.

Getting more from your employee benefits budget isn’t about trimming. It’s about redesigning with purpose. When you:

Business Leaders & HR are under a lot of pressure here in the South-West. Employer NI increases are now with us, limited budgets, and rising expectations from talent. So, when you’re building out a benefits package, it’s natural to prioritise the ones that tick the “most people, most of the time” box. But if you want your benefits strategy to build loyalty, protect productivity, and future-proof your workforce, you must think differently. In my experience, utilisation isn’t always the right way to measure the success of a benefit. Some benefits might only impact a handful of people, but for those people, it can mean everything. If we’re serious about inclusive benefits, we must meet people where they are, even if that need isn’t common.

Because some of the highest-impact benefits are the ones your employees won’t use often. They’re the ones that quietly sit in the background until someone has a real need and suddenly, that benefit becomes the reason they stay, not leave.‍ What do I mean by that? Here’s some examples of what that looks like in practice.

For example, Fertility & Reproductive Health Benefits. Offering fertility support (Egg freezing, IVF, donor support, surrogacy navigation) can feel and sound like a niche benefit. Most employees won’t use it. So why invest?

Because the absence of support comes with hidden costs. Research tells us that 1 in 7 UK couples experience fertility issues. IVF takes a physical and emotional toll: constant appointments, hormonal treatments, failed cycles…all while employees try to show up at work. Many reduce hours, take sick days, or even quietly leave during treatment. Others are forced to spend tens of thousands privately, causing financial and emotional stress. This disproportionately affects women in their 30s and 40s. But it doesn’t stop there: LGBTQ+ employees face unique financial and medical hurdles to build families. Without support, they’re more likely to churn or disengage. Offering benefits here isn’t just about doing the right thing; it’s about retaining high-value talent at a moment when they have big life choices to make. And for every employee who doesn’t use it? They see the offer. They see what kind of employer you are.

Keeping on the similar theme, another example is keeping Workplace Nursery Schemes. Childcare is the *1 reason working parents (especially mothers) scale back or leave the workforce. It’s not anecdotal. It’s backed by data across every sector. Workplace nursery salary sacrifice schemes reduce the cost of registered childcare by allowing payments from gross salary. This can mean thousands saved per year. And not from your HR budget, but via tax-efficient mechanisms. It’s one of the most financially meaningful benefits you can offer parents, yet uptake remains low in most organisations. Why? Because many employers don’t make the most of communicating it. Offering this benefit (and making it visible) removes one of the biggest logistical and emotional barriers to returning after parental leave. And it doesn’t just keep people in their jobs; it helps them re-engage faster, with fewer compromises and more long-term commitment.

Finally, another example are Income protection and Critical Illness benefits. When an employee becomes seriously ill or injured, it’s not just a health crisis, it’s a life interruption. Suddenly, work becomes impossible. And without structured support, income often disappears just when stability is needed most. Income protection fills that gap. It ensures an employee continues to receive a portion of their salary while they recover, allowing them to focus on getting better, not on whether they can pay their mortgage. And that continuity materially improves the odds of a full, confident return to work.

For Business Leaders and HR, this is where lower-utilisation benefits prove their worth. Income protection shortens recovery time, reduces presenteeism, and increases the likelihood that skilled, experienced employees don’t exit permanently. And when other team members see that their employer has their back, even in worst-case scenarios, it builds a level of trust that policies alone can’t buy.

Low-utilisation benefits aren’t supposed to serve everyone, every day. They’re designed to catch people in their most vulnerable, high-stakes moments. That trust is a lever for everything you care about retention, engagement, productivity, culture.

Business Leaders and HR often get told to “think creatively & strategically.” (This is the Bristol Creative’s Community, right?) Here’s the truth: empathy is strategic. Investing in benefits that show foresight, nuance and care is how you build a workforce that stays, grows and delivers. Because when your employees are most in need, they won’t care about your summer social. They’ll care about whether you were there when it counted.

The UK employee benefits landscape is shifting (as always), and business leaders and HR must be prepared. With new regulations including pay transparency laws in the EU, NI increases in the UK, and proposed pension reforms businesses need to stay ahead to ensure compliance while also managing costs and employee expectations.

At first sight, these changes might seem like yet another regulatory burden, but in reality, they offer an opportunity for Business’s here in the South-West to improve transparency, refine benefits strategies, and enhance the employer brand. The key is knowing how to navigate them effectively.

In a major move toward greater pay equity, the EU has introduced the Pay Transparency Directive, which will take full effect by June 2026. This regulation is designed to combat pay gaps by ensuring salary clarity and fairness across workplaces.

Salary transparency during recruitment: Employers must disclose salary ranges in job postings and are prohibited from inquiring about candidates’ salary histories.

Gender pay gap reporting: Organisations with at least 150 employees are required to report on gender pay gaps, with the threshold decreasing to 100 employees after four years.

Right to pay information: Employees can request information on average pay levels, broken down by gender, for categories of workers performing the same work or work of equal value.

While these rules may present administrative challenges, they also push businesses to be more transparent about their pay structures, which can boost trust, attract top talent, and improve retention. The companies that embrace this shift early—by conducting internal salary audits and ensuring pay structures are equitable—will find themselves in a stronger position than those scrambling to comply at the last minute.

In the UK, employer National Insurance Contributions are set to increase from 13.8% to 15% tomorrow! This means a direct rise in payroll costs for businesses, potentially squeezing budgets further in an already challenging economic climate. To manage this impact, many businesses are turning to salary sacrifice schemes, where employees trade a portion of their salary for benefits like pension contributions or other tax-efficient perks. This approach can reduce the NIC burden for both employers and employees while ensuring that workers still receive valuable benefits.

As payroll costs rise, Businesses and HR will also need to re-evaluate benefits spending and look for ways to offer impactful benefits without unnecessary cost increases. Smart benefit strategies such as financial wellbeing programs can help businesses remain competitive without simply increasing salaries.

Pension reform is also evolving, with a focus on expanding auto-enrolment and increasing minimum contributions. Proposed changes include

These reforms aim to boost retirement savings, but they also increase employer costs and administration.

Saying that, these changes haven’t been made official yet (so a bit of a heads up!) Employers should stay informed about potential future changes to auto-enrolment criteria to ensure compliance and optimal benefits administration (that’s how I can help BTW)

These regulatory shifts may feel like another compliance headache, but they also create opportunities to refine HR strategies and position businesses as leaders in fair pay and employee wellbeing.

From a compliance perspective, failing to align with these new laws could lead to financial penalties, reputational damage, and even employee lawsuits. Payroll will need to stay on top of NI changes, while preparation for pay transparency reporting requirements and ensure pension enrolment processes are ready for possible reforms is needed.

On the cost side, companies will need to navigate higher payroll expenses from NIC increases and potential pension changes, meaning efficient benefits management will be more important than ever. Instead of simply increasing salaries, businesses can optimise a “total rewards strategy” to ensure every pound spent on employee benefits is meaningful and effective.

But beyond compliance and cost control, these changes also offer a competitive edge. Businesses that embrace transparency, invest in employee financial wellbeing, and optimise benefits to meet new expectations will stand out as top employers by attracting and retaining talent in an increasingly benefits-driven job market here in the South West.

Start by conducting an internal salary audit to identify and fix any pay disparities before public reporting requirements take effect. Train managers on fair pay practices, and ensure job ads include clear, competitive salary bands. Taking proactive steps now can prevent compliance issues later.

With employer National Insurance contributions rising, rethink your benefits strategy. Salary sacrifice schemes can reduce payroll tax burdens, while flexible benefits platforms allow employees to choose perks that are cost-effective yet highly valued.

Even though pension reforms aren’t yet law, businesses should prepare by reviewing auto-enrolment processes and exploring ways to enhance pension contributions in a cost effective manner. Communicating clearly with employees about their pension options will also be essential in boosting engagement.

Manually handling pay transparency reporting, NIC adjustments, and pension enrolment is a time-consuming burden for HR teams. Investing in intelligent benefits technology to automate compliance, simplify payroll adjustments, and provide real-time insights to optimise benefits strategies.

March is B Corp Month, which celebrates businesses that have achieved certified B Corporation status, a measure of high standards of social and environmental performance, transparency, and accountability.

Our region has many B Corps. In fact, a report in 2023 said Bristol is home to the most B Corps of any UK city outside of London.

To mark B Corp Month 2025, we put a call out to B Corps in the Bristol Creative Industries community and had a great response. Read about inspiring businesses below, with their tips for how to become a certified B Corporation.

Bristol Creative Industries B Corps

Noughts & Ones

“My biggest piece of advice for businesses considering B Corp certification? Just start! The process may seem intense at first, but once you take that first step, it all becomes much more manageable. The B Impact Assessment gives you a clear benchmark, and it’s quicker to work through than you might think. More importantly, see it as a journey. Every step you take is a step towards becoming a better business for both people and the planet. By simply starting, you’re already making a positive impact!”

Atomic Smash

“To become a successful B Corp focus on embedding sustainability deeply within your company culture. Start by clearly assessing your environmental impact. For example, Atomic Smash made a big step by transitioning a majority of clients’ hosting to providers that solely use renewable energy and prioritising greener digital practices. Regularly evaluate your performance through the B Impact Assessment, ensuring continuous improvement. By transparently integrating these purposeful practices into daily operations and clearly communicating your efforts, your business can successfully attain B Corp status and inspire positive change.”

The Collaborators

“One of the key tips about becoming a B Corp is that you don’t just become one and tick it off your list. Achieving B Corp certification is just the start of the journey. It’s about a wholehearted commitment from the top to the bottom of your organisation to do better business. It affects everything – from Articles of Association and company mission, to choice of suppliers, clients, company policies and so on. No business is perfect, but the B Corp assessment criteria help to set priorities and objectives towards meaningful change so that people and planet are considered equally alongside profit. It’s a huge commitment, but for us, there’s no other way to do business.”

Halo

“Halo was one of the first 1,000 businesses in the UK to become a certified B Corp.

“Becoming a B Corp challenges you to focus on areas often overlooked and helps focus your business into a force for good. There is a lot to do, so I’d say start small—review suppliers, refine policies, and engage employees by letting them choose causes they’re passionate about. Keep it on the leadership agenda, talk and learn from other B Corps.

“The process is about continuous improvement, ensuring accountability and impact. Going green doesn’t mean an overhaul; think local, reduce waste, and measure your footprint- we plant a tree for every invoice we raise. The biggest tip? Just get going.”

The Nest Media

“Our mission is to shape an industry where paid media done the right way delivers client success whilst contributing to stronger communities and a healthier planet.

“This clearly aligns with the B Corp values and the accreditation has helped us focus on how we can expand our purpose.

“We had a mentor, Business on Purpose founder Andy Hawkins, to guide us through the process, which was very helpful. The B Corp community is a valuable one in which working collaboratively is at its core. If you are not sure whether to proceed with the accreditation, feel free to reach out to us (or any other friendly B Corp) and we’ll be happy to answer any questions.”

Aer Studios

“Our mission is to create work that has a positive impact on people and planet, so becoming a B Corp felt like a natural step.

“Our tip is to really make sure that your people are on board with what you’re trying to achieve. B Corp certification isn’t something that a couple of people within the organisation can be solely responsible for. It’s down to everyone playing an active role – from committing to volunteering days to understanding what reproductive policies look like in our agency.

“We take regular opportunities to share what we’re working towards and invite feedback from teams across the business, which is so far proving successful.”

Taxi Studio

“Becoming a B Corp isn’t just about ticking boxes; it’s about weaving purpose into your business’s DNA. It starts with a genuine commitment to people, clients, the community, and the planet. Prioritise ethical practices, transparency, and accountability.

“Continuous improvement is key; small, meaningful changes create a lasting impact. Use your business as a force for good, challenge the status quo, and resist pressures that push against positive change. The journey to certification is a mindset shift, not just a process. When you do it for the right reasons, everything else falls into place.”

Something Familiar

“First and foremost, you have to truly want to do it. When Something Familiar began our B Corp journey, it was because we wanted to wear our values on our sleeve and embed good practices from the start – ensuring our business grows in alignment with our principles.

“The process is rigorous and constantly evolving, but that’s the point. We started by being honest about where we were, then committed to change, growth, and improvement. It’s not just about policies, it’s about embedding impact into every decision.

“The benefits are super clear too, we’ve forged stronger relationships, engaged teams, and built long-term sustainability. If you’re considering starting your journey, the B Corp community is incredibly open and supportive, ready to guide you along the way.”

Purplefish PR

“Becoming a B Corp isn’t just about earning the certification, it’s about committing to continuous improvement in how your business operates. By embedding its principles into your company culture, you will ensure your team understands and embraces the commitment.

“From producing an annual impact report to recertifying every three years, B Corp principles should be woven into the fabric of your business, not forgotten once the plaque is on the wall. Tracking progress and gathering evidence are key to this. At our company, we hold a monthly B Corp team lunch to review each pillar and share updates. Certification isn’t the finish line–it’s the start of an ongoing journey to balance profit with purpose and drive meaningful impact.”

Lucy McKerron, Purplefish PR (BCI profile | B Corp profile)

Osborne Pike

“Give yourself plenty of time. Use the Impact Assessment questions to inform and guide your company policies and business practices before deciding to go for certification, so that the core values of B Corp are already embedded into your culture.

“Learn from others who have been through it but if you can, engage a consultant. We were guided through the process by Byen which made the whole experience very enjoyable.

“Be thorough and meticulous. Continually record and build your evidence to simplify the submission stage.

“If you have been honest and evidenced everything, you can be confident of your score when you submit.”

AgencyUK

You should become a B Corp because you believe in the philosophy, not because it’ll benefit you, so do it for the right reasons and focus on initiatives that make a real difference to your team, your community and the world around you.

People, Purpose and Planet are the cornerstones of being a B Corp. Get those right then in turn it will benefit your Profit.

It takes time and energy to live your B Corp values. Embed purposeful initiatives into your company culture and objectives to stay focused and on track.

It’s easier (and more impactful) to make a difference if you do so with others! Find your local B Corp community and make partnerships with like-minded businesses around you.

What it means to be a B Corp changes with the times, so be adaptable to new landscapes within society and the planet as a whole.

Rhombus

“My advice? Don’t treat it like a side project. Make it part of how you do things, day to day.

“Get your team involved early, be honest about where you’re falling short and see it as a chance to improve, not just to certify.

“The process can feel heavy at times, but it brings real clarity. For us, it’s helped sharpen our purpose, hold ourselves to a higher standard and shape the kind of clients and collaborators we want to work with. Worth every spreadsheet (and late night!)”

James Ratcliffe, Rhombus (BCI profile | B Corp profile)

Rin Hamburgh & Co

“Going through the process of becoming a B Corp is a little like eating the proverbial elephant – you have to do it one bite at a time.

“It is a big task, but by breaking it down you can make a plan that works with your resources. Try to get as many of your team involved as you can, not only to share the workload but to ensure everyone is on board and actively participating in the process. And don’t forget the wider B Corp community, including B Leaders, who are on hand to answer questions when you get stuck.”

Bright

“The best way to become a B Corp is by not taking it as a set of requirements, but genuinely using them as principles to guide yourself as a business.

“Especially with the upcoming changes, becoming certified is a lot harder if you consider it as the minimum bar to jump. By thinking genuinely about the impact you can and want to make that aligns with who you are as a business it’s far easier to get everyone on board and embed B Corp into your culture, which in turn, makes the accreditation easier too.”

ADLIB

“The more we heard about it the more aligned we felt with it and that it gave us a framework to work towards and ultimately the recognition that we were running the company in the right way.

“The key thing is identifying where you feel as a company you can make a meaningful difference across the five core areas assessed. It’s important everyone has a voice and that you are all working towards the same goals you want to achieve.”

Shaped By

“I’d suggest working through the Business Impact Assessment one section at a time. And take your time. Chip away at tasks little and often to make steady progress. Try to set aside dedicated time each week to move forward.

“Share the workload with your team, so you don’t feel overwhelmed. It’s also important that the process feels authentic. Ideally, you’ll find that many of the policies, procedures, or at least values, are already in place in your company. So going B Corp feels natural and genuine, like the next step in your journey.”

ORCA

“Becoming a B Corp is a transformative journey that reshapes your business around core values centred on people, planet and purpose. At ORCA, these principles have always guided our work, and certification has only strengthened our commitment.

“This process impacts every part of your business, so involve your entire team from the start. Define clear roles and responsibilities to ensure that everyone contributes to the initiatives that drive sustainable change. Embedding these values into daily operations is key, and tapping into the B Corp community for insights and best practices provides invaluable support, reinforcing your mission and driving continuous growth.”

Mila Embury, ORCA (BCI profile | B Corp profile)

ORCA

Loom Digital

“Get support and carve out time:

“In terms of the application itself, we found some of the questions quite jargon-heavy. So we found it really useful to work with someone who had been through the process who could clarify what sort of information the question needed as a response.

“Having support from an external party also kept us accountable for hitting deadlines around filling in the application. We set aside one day a week during the application process.

“Involve your team:

“It’s impossible for one or two people to do everything. We found that involving the team helped to share some of the responsibilities, as well as adding an element of team-building and fun to the process.”

Karen Pearce, Loom Digital (BCI profile | B Corp profile)

Loom Digital

saintnicks

“Becoming a B Corp is just the beginning. Since certification, we’ve partnered with local B Corps to amplify our collective impact.

“We’ve focused on reducing energy consumption by installing new windows. Volunteering with charities like Bristol Zoo Project and St Peter’s Hospice has engaged our team and connected us more deeply to the local community.

“The quickest win? Switching to eco-friendly alternatives like CoCo+ for business travel and Ecosia, the greenest search engine on the planet. It’s the small, habitual changes that make a lasting difference in creating a more sustainable future.”

Sunhouse Creative

“Being a B Corp is a commitment to ongoing positive change rather than a one-time achievement, a journey rather than a destination to tick off.

“What’s worked for us has been small but regular sustainable changes: changes that can be more easily embedded into business processes, adopted by everyone in the business and built on each year.

“Certification is truly a team endeavour but, practically, it helps to have one project leader to coordinate stakeholders and drive progress.”

JonesMillbank

“For us the best advice we can give on how to successfully become a B Corp is simply to do it for the right reasons. If the B Corp set up is right for the values and direction of your business then it’s a no brainer. If however it’s primary use is that of a tool for sales, then reconsider. We’ve noted many controversial and immoral uses of the B logo by organisations hoping it’s a route to easy wins.

“The process of certification was a wonderful and thorough thing for us. It helped us ask questions of ourselves we wouldn’t have normally, set our business on a course for the foreseeable, and helped our team unite under clear and positive values. So our advice would be to enjoy the process with an open and honest mind. Even without certification you will take value from the process.”

Skylark Media

“Becoming a B Corp back in 2022 was a real turning point for us at Skylark. The B Impact Assessment helped us dig into what we were already doing well and where we needed to step up – across governance, team, environment and community.

“My advice? Don’t wait until everything’s perfect – just get started. The Impact Assessment is famously a journey, and with good reason. You’re interrogating every facet of your business.

“In uncertain times, when businesses face economic pressures and competing priorities, it’s easy to let purpose take a back seat. But it’s exactly when people, planet, and integrity are at risk that we need values-led leadership the most.”

Mustard

“Mustard is a Bristol based creative industry recruiter. We started our B Corp journey in September 2023 and we had confirmation of our acceptance in May 2024.

“We were looking for something that people in the business could get behind to increase the “purpose” in their role. We initially shied away from B Corp but when we went to a Bristol meet up and spoke to some people we realised that B-corp was actually it!

“We used an external advisor, the ubiquitous Andy Hawkins, who was a great help in just breaking down things that sound ominous into things that become very achievable. What we found was that we already did a lot of the stuff and that spurred us on to get that confirmation from an external organisation that we were a well-run business who gives a sh**!”

Six

“Involve your team right from the start of your B Corp journey as you can’t do it alone.

“We needed to establish what was important to us and creating a culture where everyone is heard and can contribute means your B Corp statement is authentic and owned.

“We also would recommend being transparent, while creativity can be a force for good we also needed to be upfront with the sectors that we work in that can be playing catch up as they navigate change in sustainability.”

AI is transforming employee benefits—enhancing engagement, streamlining admin, and driving smarter decisions. Let’s explore how AI-powered personalisation, automation, and predictive analytics are shaping the future of benefits in and around Bristol.

Better decision making. Enhancing employee engagement…AI is changing benefits, fast. From reshaping how companies design benefits to how admin manage them, this tech is like nothing we’ve seen before.

So, how exactly is technology shaping the future of employee benefits? Let’s delve deeper into some of the most significant trends and predictions.

One-size-fits-all benefits packages are quickly becoming a thing of the past. Employees today expect benefits tailored to their unique needs and lifestyles. AI is making this a reality by analysing vast amounts of data—demographics, preferences, claims history, and even engagement patterns—to recommend the most relevant benefits for each individual.

For example, AI-powered benefits platforms may soon be able to suggest healthcare plans based on an employee’s past usage or recommend well-being programmes tailored to their stress levels or fitness goals. This kind of personalisation could help companies deliver benefits that really make a difference for their workforce, ultimately leading to greater satisfaction and retention.

AI and automation tools are changing the game by handling repetitive administrative tasks such as enrolment processing, compliance checks, and payroll integrations.

By automating these functions, Business Leaders and HR teams can free up valuable time to focus on strategic initiatives, such as improving employee engagement and workforce planning. Moreover, automation minimises errors, ensuring that benefits data remains accurate and up-to-date.

People Leaders frequently receive queries from employees about their benefits—ranging from eligibility and coverage details to claims procedures. AI-powered chatbots and virtual assistants can provide instant, 24/7 support to employees, answering common questions and guiding them through benefit selections.

This reduces the burden on Business Leaders and HR teams while ensuring that employees get the information they need when they need it. Plus, chatbots can proactively remind employees about key deadlines, such as tax periods or required documentation submissions, helping to improve overall engagement with benefits.

AI is already improving how benefits are administered, but what if it could also help companies make strategic benefits decisions? Predictive analytics tools will soon be able to analyse trends and employee behaviour to help HR teams anticipate future needs.

For example, AI could forecast which benefits are likely to see higher utilisation based on historical data, enabling companies to adjust their offerings accordingly. This would help Business Leaders and HR teams make data-driven decisions that align benefits with workforce needs, budget constraints, and overall company objectives.

AI-driven benefits platforms can also help eliminate bias in benefits administration. By analysing data objectively, AI can identify gaps in benefits utilisation among different employee groups and highlight areas where adjustments may be needed to ensure inclusivity and fairness.

For example, AI might reveal that certain demographics within a company are underutilising mental health resources due to a lack of awareness. Business Leaders can then take targeted steps to address these gaps, ensuring that benefits are truly accessible to all employees.

While AI offers incredible potential in the employee benefits space, it’s essential to balance automation with human oversight. The goal should be to enhance Business Leaders and HR’s ability to provide meaningful, personalised benefits—without removing the human element that makes employee support truly effective.

By embracing AI, companies here is the South West can not only improve efficiency but also create benefits experiences that employees love. The future of employee benefits is here, and it’s smarter, more personalised, and more impactful than ever before.

To learn more about what emerging technologies are bringing to benefits get in touch.

Being part of the Bristol Creatives community let’s explore how Business Leaders and HR can build a future-proof benefits strategy to stand out in the crowd.

In 2025, Business Leaders and HR Teams face a perfect storm of rising costs, shifting employee expectations, and global complexities. More than ever, benefits are a critical lever for your company’s success. Looking through the latest research alongside my day-to-day experiences I am witnessing some of the key trends that are reshaping the benefits landscape. It’s these insights that can help build a benefits package that really sticks the landing in 2025.

Despite many companies identifying employee engagement as their top priority in 2024, only a handful truly offered full flexibility in their benefits packages along with disjointed platforms further exacerbating this issue. Employees still struggle to find what they really need, reducing the perceived value of their benefits.

Companies can boost engagement by implementing flexibly of benefits and improving communication. Flexible allowances empower employees to spend on the benefits that matter most to them, while regular touchpoints ensure that they know what benefits are available to them.

But there’s another challenge. Most organisations don’t even have the data they need to make improvements. Without clear metrics, Business Leaders and HR teams are left guessing at what’s working and what’s not, making it harder to optimise benefits for engagement and retention.

If large enough (if you know…you’ll know!), employers should consider implementing a centralised benefits platform to simplify access and improve communication. Companies should also track key engagement metrics like utilisation rates and employee satisfaction to ensure their benefits are making an impact.

In 2024, organisations reallocated their budgets to prioritise foundational (or Core) benefits such as medical and life insurance. This shift was largely driven by soaring healthcare costs and NHS waiting lists.

But focusing solely on reactive interventions without addressing preventative measures risks perpetuating the cycle of rising costs and declining health outcomes.

Companies should hold off on completely cutting wellbeing spend and instead pair foundational benefits with preventative wellness initiatives. Low-cost strategies like workplace wellness programs, ergonomic assessments, and access to digital wellbeing tools can reduce long-term healthcare expenses while boosting employee satisfaction. Just ask fellow member Nairn Robertson of Active Teams fame!

With employer healthcare costs reportedly increasing by up to 150% in some regions, benefits leaders are under growing pressure to rethink their approach. More organisations are shifting toward hybrid models that combine traditional insurance with preventative care, such as epigenetic testing, mental health support, and lifestyle coaching. Taking a proactive stance on employee health isn’t just a nice-to-have—it’s a necessity.

Despite dominating much of the conversation in previous years, Environmental, Social, and Governance (ESG) considerations remain underrepresented in benefits strategies. While initiatives like electric vehicle schemes are gaining traction, the broader social aspects of ESG—such as inclusivity and equity—are often overlooked.

But the winds are due to change. Generation Z highly value sustainability and inclusivity. Organisations that fail to align their benefits with these principles risk losing talent to competitors who demonstrate stronger commitments. Flexible bank holidays, DEI-focused initiatives, and sustainable benefits can enhance your employer brand and meet the expectations of a values-driven workforce.

Companies that integrate social responsibility into their benefits—whether through inclusive healthcare policies, sustainable investment options, or support for underrepresented groups—will gain a significant competitive edge. Employers should go beyond surface-level ESG efforts and embed these principles into their benefits programs.

So, what is the future of benefits? It’s clear…evolve and adapt or risk falling from behind. The data is clear: Business Leaders and HR who take a proactive, data-driven approach will lead the way in 2025. Flexibility, innovative tech, and ESG-aligned benefits aren’t just trends—they’re the new standard for a competitive, future-proof benefits strategy. Companies that embrace this shift will build stronger, more engaged workforces, while those that stick to outdated benefits risk losing top talent. The good news? With the right tools and insights, you can take control of your benefits strategy and turn it into a true driver of success.