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Profit may dominate business headlines, but some of the most powerful stories in business are unfolding quietly about the ways companies are choosing to do good. Furthermore, the expectation on businesses to act with integrity is only growing. The latest Kantar and Sustainable Business Council (SBC) Better Futures 2025 report found that, of the 1,000 New Zealanders surveyed, 28% said action by business was below its perceived responsibility on environmental issues and 20% below on social issues. Consumers, investors and employees are increasingly asking: what do you stand for and how do you show it?

Every business, regardless of size or sector, has an opportunity to make a positive impact if it chooses. And, beyond the obvious benefits for people and planet, evidence continues to show that doing good is also good business. 

What does doing good look like?

Across New Zealand and Australia, many small, independent practices are already doing good in practical, community-centred ways. For example, some clinics support Aotearoa Charity Hospital Trust (ARCH) by providing free cataract surgery for patients who are ineligible for publicly funded surgery. Many eyecare providers offer glasses-recycling collections in partnership with Lions Clubs New Zealand. Similarly, some dental practices offer Colgate recycling collections in partnership with TerraCycle. A number of practices also discount pricing or financial aid for those in need in the community.

These examples show that doing good does not require scale, just intention.

Every business’ way of doing good looks different, shaped by its people, purpose and community. Go Well Consulting supports clients to explore what doing good means for them and helping them focus their energy where it can have the most impact. Even if you don’t have the resources to work with a consultancy, there’s no right or wrong entry point. The most important thing is to start where it feels genuine. Authenticity is what gives your actions meaning. A small health clinic offering free community wellbeing sessions is just as meaningful as a large retailer donating thousands to charity. Both are contributing to a bigger shift toward business that balances profit with purpose.

When you find the intersection between your values and your capabilities, ‘doing good’ becomes sustainable in every sense of the word.

Charitable giving is one of the clearest ways businesses can put their values into action. The most effective giving is:

• aligned with your values
• realistic for your capacity
• focused on long-term relationships rather than one-off gestures
• transparent about intent and impact.
  
  

Importantly, charitable partnerships are not one-way. Charitable organisations bring expertise, lived experience and community insight that can help businesses improve and make better decisions.

The ripple effect

Doing good has a way of returning value to your business. Customers today are more conscious than ever, noticing when brands walk the talk and rewarding authenticity with loyalty. Employees, too, are increasingly looking for workplaces whose values align with their own – when they feel part of something meaningful, engagement, creativity and retention all rise.

In this way, doing good creates a ripple effect: stronger relationships, improved efficiency and a reputation built on trust. It doesn’t mean every action needs to be publicised or perfect, but the consistency of care builds confidence in your brand over time.

So, how can practices approach doing good? A few starting points:

• Start small, think long-term. Pick one area where you can make a genuine difference and build from there.
• Engage your people. The best ideas often come from within. Create opportunities for your team to contribute their perspectives and ensure you get their buy-in.
• Be honest about your capabilities and capacity. Don’t bite off more than you can chew and create a situation where you let people down and/or overwhelm your business.
• Share your impact transparently and authentically. You don’t have to be saving the world to tell others about your efforts to give back. Every little bit helps and every business doing good can inspire another.
• Partner with suppliers, customers or community groups to amplify your impact.
  
  

Impact rarely happens all at once – it starts with small, deliberate actions that evolve over time from a lot of learning and feedback. Every business has the potential to make a meaningful difference; the key is finding an approach that aligns with who you are and what you stand for.

Kate Lodge is a sustainability consultant at Go Well Consulting, a sustainability consultancy that helps businesses across New Zealand and Australia go beyond good intentions to embed sustainability in meaningful and measurable ways. Drop Kate a line at kate@gowellconsulting.co.nz or visit www.gowellconsulting.co.nz