Practivism – Business as a Force for Good
Our voices matter. Not just personally, but in our work too
We’re living through extraordinary times, and the stories we tell through our businesses can shape a better future. We can use our companies to weave new corporate narratives that heal rather than harm, that regenerate rather than extract.
When I was publicist for the regenerative farming film Six Inches of Soil, we didn’t just promote a documentary, we took action. We attended marches and protests, created art as a means of resistance and amplified voices calling for systemic change in how we grow our food and care for our land.
I’ve brought that same activism to the Lobular Moon Shot Project, campaigning for £20m research funding for lobular breast cancer. We’ve held several actions, including a powerful 22-minute silent vigil outside Downing Street, one minute for each of the 22 women diagnosed with lobular every day. We’ve lobbied parliament, met with Health Secretary Wes Streeting to discuss lobular research funding, and kept up the pressure through continued demonstrations and advocacy. After two years of relentless campaigning, the Lobular Moon Shot Project is now the most bipartisan-supported campaign in the nation ever.
That’s practivism: using your platform, your business, your voice to drive real change.
When you make your business a force for good, you’re practicing practivism. You’re holding your company to the highest standard and building an ethos of purpose and impact.
This isn’t just idealism, it’s smart business. Companies rooted in purpose attract top talent, strengthen their reputation and increase profitability. Because people want to work for, buy from and partner with businesses that stand for something meaningful.
And practivism extends beyond the boardroom, it means showing up. I’ve attended demonstrations for a number of causes that matter to me. At Restore Nature Now (2023, 2024), I met my climate hero Chris Packham. The Land Workers Alliance’s Good Food Good Farming March brought me shoulder-to-shoulder with my Six Inches of Soil colleagues, producer Claire Mackenzie and director Colin Ramsay, plus author Vicki Hird, food educator Dee Woods, and agroecological farmer Ben Andrews. (Vicki and Dee both feature in the film.) I’ve also joined the Enough is Enough National Day of Action and the People’s Assembly protest.
Not everyone can or wants to take direct action but there are other ways to show up. If you run a business take a close look at how it operates. Align your personal values with your company practices, tackle emissions, uphold human rights and design for circularity. Keep materials in closed-loop systems (cradle-to-cradle), with recycling as a last resort. That’s the circular economy in action.
If you’re employed, ask about your company’s sustainability goals. Push for climate action. Your voice matters.
Abundant Times is a proud member of the SME Climate Hub, committed to reaching net zero (2030). The company will release its first Climate Report before the end of Q1 2026.
How do you make your voice heard? Get in touch and share your practivism stories.