At our first Good Hunter event, we asked a big question:
What role should businesses play in society in the next 20–30 years?
The room was buzzing with ideas, and one thing was clear – business can (and should) be a force for good. Instead of being solely profit-driven, the businesses of the future will be deeply people-centred, sustainable, and purpose-driven. We’re seeing a shift where companies are expected to take responsibility for more than just their bottom line – they’ll shape society, culture, and the environment for the better.
A New Vision for Business
So, what did we imagine for the future?
- Work-life integration – moving beyond the rigid 9–5 to flexible, people-first work structures.
- Diversity and inclusion – every business will have strong policies in place to create truly equitable workplaces.
- Purpose-driven and profitable – businesses balancing financial success with real impact.
- Technology-enabled work – remote, connected, and accessible from anywhere.
- People-centred family policies – workplaces that support employees as whole people, not just workers.
Sound ambitious? It is. But it’s not impossible.
We already see these changes happening, and certified B Corporations (B Corps) are leading the way. These businesses commit to high standards of social and environmental performance, transparency, and accountability – proving that you can do good while doing well.
Explore what it means to be a B Corp or read about our journey
What’s Holding Businesses Back?
While the vision is inspiring, getting there isn’t without its challenges. Some of the biggest barriers we identified included:
- Fixed mindsets & traditional workplace structures – Change is hard, but necessary.
- Measuring impact beyond profit – Businesses need better ways to track and report on their social and environmental contributions.
- Managing diverse needs – Employees have different life circumstances, and a one-size-fits-all approach won’t work.
- Overcoming outdated societal expectations – Old policies and cultural norms slow progress, making it harder for businesses to lead change.
And here’s the big one…
The next generation of shareholders isn’t just looking for financial returns.
There’s a major shift happening in investment, more people want to invest in businesses that align with their values.
📊 A report by Morgan Stanley found that over 70% of investors believe strong environmental, social, and governance (ESG) practices lead to better returns. (Read more)
In short: If your business isn’t thinking about sustainability, purpose, and social impact – you’re going to get left behind.
This shift is why B Corps are thriving. They attract investors, customers, and employees who care about more than just profit – they care about impact.
What Can We Do Now?
The future we imagined won’t happen overnight. But every business can take steps today to start walking towards this better future.
- Rethink work structures – Flexibility and well-being matter more than ever.
- Put diversity and inclusion into action – Beyond policies, real cultural change is needed.
- Build purpose into your brand – What impact does your business have on people and the planet?
- Use technology to create more accessible work – Work from anywhere is here to stay.
- Support employees beyond the office – Family-friendly policies create happier, more engaged teams.
It’s time for business leaders, HR managers, and brand builders to step up.
How is your business preparing for this future?
What’s one change you can make this year to get there?
Let’s make this happen, because the businesses that lead with purpose will be the ones that thrive.
Want to explore how your business can take the next step? Let’s chat.
