After several turbulent years – bold commitments followed by political polarization, economic pressure and corporate caution – companies are resetting their approach to sustainability. The work hasn’t stopped. But the focus is sharpening around reclaiming sustainability as a driver of business value.

Maybe we are all innovators. 

My grandfather was an engineer, but an inventor at heart. He created a lipstick holder that pushed the lipstick up as the cover opened, invented a threadless button, and helped develop oil-fired central heating while working directly for Lord Nuffield, founder of Morris Motors in Oxford, England. 

Responsible business is returning to what it was always meant to be: intentional, strategically aligned and built for impact. In Zeno's latest State of Purpose POV, we explore how leading companies are doubling down on the issues that matter most to their business and where they can make the greatest impact – and how that approach builds trust, resilience and long-term business value. 

Zeno has announced the appointments of Matt Lackie, Lisa Sullivan and Jake Green as the agency continues to invest in its next chapter of growth. All three join from Axicom, bringing complementary leadership experience across technology, strategy, and business growth at a time when organizations are navigating an increasingly complex landscape shaped by AI, geopolitical change, economic uncertainty and accelerating technological advancement. 

Growth is no longer shaped primarily by advertising, marketing spend or customer acquisition. According to new research from Zeno Group, senior marketing leaders increasingly believe reputation, trust and earned influence play a critical role in business performance alongside creativity. Yet  organizational structures and  overall  remits  are proving to be barriers toward managing this evolution. 

Today's consumers want food that is healthier, more functional, more transparent, and more affordable. Brands are racing to deliver.