The Consequences of Our Choices: How Business Leaders Shape the Future

In today’s complex world, every decision a business leader makes sends ripples far beyond the boardroom. The concept of consequentialism—where the moral worth of an action is determined by its outcomes—urges us to consider the larger impact of our choices. In the business landscape, the consequences of decisions can be profound, shaping the future of communities, ecosystems, and societies.

This blog explores the idea that businesses must move beyond profit-centric thinking and focus on the broader effects of their actions. By examining real-world examples of companies that either embraced or ignored the consequences of their decisions, we highlight the lasting effects on people, society, and the planet.

When Profits Come Before Consequences: Examples of Negative Impact

Too often, businesses have prioritised profit at the expense of people and nature, leading to detrimental and sometimes catastrophic consequences. Here are several high-profile examples::

1. UK Water Companies
   In recent years, water companies in the UK have faced intense scrutiny for prioritising profits over environmental stewardship. Despite years of soaring dividends and executive bonuses, companies like Southern Water and Thames Water have been found guilty of discharging untreated sewage into rivers and seas. In 2021, Southern Water was fined a record £90 million for dumping billions of litres of raw sewage, causing widespread ecological damage and health risks to local communities .

2. BP (British Petroleum)
   The 2010 Deepwater Horizon oil spill in the Gulf of Mexico remains one of the most devastating environmental disasters in history. BP's cost-cutting measures and failure to address safety concerns led to an explosion that killed 11 workers and released millions of barrels of oil into the ocean. The environmental and economic damage was staggering, affecting marine life, fisheries, and tourism across multiple states. BP has paid over $60 billion in fines, settlements, and cleanup costs, but the long-term damage to ecosystems and communities lingers .

3. Fast Fashion Industry (Global)
   Companies like Primark and Boohoo have built billion-dollar empires on fast fashion—clothing produced quickly and cheaply to meet/encourage consumer demand. However, these companies have been accused of exploiting workers in developing countries and contributing to massive environmental degradation. A 2020 report revealed that Boohoo suppliers were paying workers in Leicester as little as £3.50 per hour, far below the UK minimum wage. The environmental impact is equally concerning, with fast fashion responsible for around 10% of global carbon emissions and millions of tonnes of textile waste every year .

   These examples show the dire consequences of decisions that prioritise short-term profit over long-term sustainability and ethics. While these companies may have enjoyed financial success, the harm caused to people, communities, and the planet is profound and undeniable.

   Choosing People and Planet: Courageous and Regenerative Businesses in Action

   In contrast to those companies, there are businesses leading the way in regenerative practices, ensuring their choices contribute positively to people and the planet. These businesses challenge the notion that profitability and responsibility are mutually exclusive.

1. Tony’s Chocolonely
   The B Corp Tony's Chocolonely is a chocolate company on a mission to create a slave-free chocolate industry. It’s an example we often quote when talking to clients. The brand is committed to ethical sourcing and ensures that cocoa farmers are paid fairly and work in safe conditions, combating child and forced labour, which are endemic in the chocolate industry. By creating full transparency in its supply chain, Tony’s is reshaping how businesses can positively influence social justice. Their ethos is built on the principle that the consequences of their business choices must contribute to a fairer, more sustainable industry .

2. Y.O.U. Underwear
   Y.O.U. Underwear is a UK-based company that produces ethical, organic cotton underwear while prioritising people and the planet. As a B Corp and 1% for the Planet member, they address sustainability and social inequality by donating two pairs of underwear to those in need for every pair sold. Y.O.U. Underwear demonstrates that fashion can be ethical, sustainable, and profitable, proving that businesses can challenge the fast fashion industry's exploitative practices while remaining commercially viable .

3. Elvis & Kresse
   Elvis & Kresse is a B Corp business that turns waste into luxury, creating stylish accessories and homewares from decommissioned fire hoses, leather offcuts, and other reclaimed materials. By donating 50% of its profits to charities and diverting hundreds of tonnes of waste from landfills, Elvis & Kresse is a perfect example of a regenerative business model that contributes to the circular economy while making a meaningful social impact .

These businesses prove that it's possible to thrive by making choices that prioritise both people and the planet. Their commitment to regenerative practices demonstrates that businesses can positively impact society and the environment without sacrificing success.

The Consequences of Our Choices

We must ask ourselves: Are we considering the full consequences of our business decisions? If the outcomes of our choices don't contribute to a better, more regenerative world, then do we really have the right to operate?

The examples of Tony’s Chocolonely, Y.O.U. Underwear, and Elvis & Kresse show that there is a different path—one that leaves behind a legacy of positive change. By fully understanding the impacts of our actions, businesses can build a future where profit, people, and the planet are all considered equally important.

As business leaders, we have a responsibility to shape a world that is better for future generations. The choices we make today will ripple out and affect our children, their children, and the generations to come.

It’s a choice.

Let’s make sure that choice builds a better world.