Why employers should care about social impact

Key takeaways

• 71% of employees say that societal impact is a strong expectation, or a deal breaker, when considering a role[3]
• Organisations with a strong sense of purpose are five times more likely to deliver breakthrough innovations[4]
• Deepak Jobanputra, Vitality’s Group Chief Sustainability Officer, explores the ‘social dimension’ of sustainability and the role of employers.

Social impact was once viewed as separate from the day-to-day priorities of business.

Today, however, employers are recognising that having a positive impact on people, communities and the planet is not only the right thing to do but can also deliver meaningful business benefits.

At the same time, employers are increasingly operating in a world where people expect more from the companies they work for or purchase from.

It’s not just customers and investors who are looking to engage with organisations that reflect their own priorities and beliefs; staff want to work for organisations that align with their personal principles.

LinkedIn data supports this finding that more than two-thirds (68%) of professionals in Europe want to work for companies that share their values[1].

According to the research, younger generations appear to be driving this shift; almost 9 in 10 Gen Z and Millennials say they would leave a role to work for a company that better matches their values[1].

“For many employees, work is about belonging to an organisation that cares about people, communities and the future it is helping to shape,” explains Deepak Jobanputra, Group Chief Sustainability Officer, Vitality.

“When employers can clearly demonstrate that commitment, they are better placed to attract, engage and retain talent and build loyalty over time,” he adds.

Turning values into action

Of course, social impact can help employers to attract and retain talent, but its influence goes beyond recruitment. It can play a role in shaping day-to-day engagement and wellbeing at work too.

If, for example, employees feel as though their employer is committed to doing the right thing, and that their role serves a purpose, this can support motivation and their overall employee experience.

This rings true with data from Gallup which found that employees with a strong sense of purpose at work are 5.6 times as likely to be engaged in their jobs as those with a low sense of purpose[2].

Separate research from the Edelman Trust Barometer found that 71% of employees say that societal impact is a strong expectation, or a deal breaker, when considering a role[3].

Purpose-driven cultures can also inspire success, both commercially and in terms of innovation.

For example, research found that organisations with a strong sense of purpose are five times more likely to deliver breakthrough innovations[4]. Purpose-driven companies experience an annual return on equity averaging 13.1%, which is nine per cent higher than the S&P, according to other data[4].

While company culture and leadership can play a role, social impact initiatives can help employees develop a strong sense of purpose and opportunities for connection in the workplace.

"For many employees, work is about belonging to an organisation that cares about people communities and the future it is helping to shape"

Deepak Jobanputra, Group Chief Sustainability Officer, Vitality

The social impact of sustainability

For employers, health and wellbeing continues to be a top priority. But, more generally, it can also be viewed as a core pillar of social sustainability and a practical expression of social impact at work.

And there is growing evidence that pro-social behaviours such as volunteering and charitable giving are associated with improved mental and physical health outcomes[5].

“Volunteering programmes, inclusive people policies, preventative wellbeing support and leaders who model healthy, responsible behaviours can all help turn values into action,” he says.

As Jobanputra sees it, this is where the connection between social impact and sustainability can be seen.

“Sustainability is sometimes discussed too narrowly as an environmental issue alone, but its social dimension is just as important,” Jobanputra adds.

Environmental action is a key part of sustainability but, as Jobanputra notes, the social aspect can play a crucial role in creating healthier workplaces.

Vitality’s Give2Move initiative

In May, we launched Give2Move, a social impact initiative that helps more people get active by collecting pre-loved trainers and sports shoes and redirecting them to the communities where they can make a difference.

Since launching at Battersea Park parkrun, Give2Move has expanded across Vitality’s UK offices, sporting events and through partnerships with organisations including Nuffield Health and Bluecrest.

The initiative is a practical example of how businesses can use their reach and relationships to create positive social impact and bring together colleagues, customers, partners and communities around a shared purpose.

Find out more in the video below:

Health, wellbeing and the role of employers

While health and wellbeing are a top agenda item for businesses, it’s also recognised as a core part of the wider sustainability agenda, as reflected in the United Nation’s third Sustainable Development Goal, ‘Good Health and Wellbeing’.

Research has pointed towards the business case for investing in health and wellbeing; the World Economic Forum and McKinsey Health Institute estimate that investing in employee health and wellbeing could generate up to $11.7 trillion in global economic value[6].

“For me, the important point is that social impact isn’t separate from running a successful business. When employers create healthier workplaces, give people a stronger sense of purpose and find practical ways to support communities, everyone stands to benefit,” Jobanputra explains.

One of the ways that employers can create positive social impact is through supporting the health and wellbeing of their workforce.

Vitality’s 10 Years of Britain’s Healthiest Workplace research has also consistently reinforced the importance of creating environments where healthier behaviours are supported and sustained[7].

Employers are uniquely placed to influence daily habits that can help to improve health and wellbeing, quality of life and create environments where people can truly thrive.

Whether it’s giving employees access to a range of holistic wellbeing services, health screenings, exercise programmes, there are plenty of ways employers can look to achieve this.

Creating healthier workplaces, supporting employee wellbeing and giving back to local communities are all examples of how businesses can deliver meaningful social impact whilst moving the dial on sustainability.

Jobanputra’s parting message to employers: “In a more values-driven and more demanding world, organisations that recognise this will be better equipped to earn trust and create long-term value.

“Social impact is no longer a ‘nice to have’. It is part of what responsible, successful leadership looks like today,” he concludes.

[1] Why strong company values are essential for attracting the next generation of professionals, World Economic Forum, April 2023

[2] Purposeful work boosts engagement, but few experience it, Gallup, November 2025

[3] 2023 Edelman Trust Barometer, Special Report: Trust at work, Edelman, 2023

[4] 4 reasons purpose-driven companies outperform the competition, Forbes, September 2024

[5] Volunteering and Subsequent Health and Well-Being in Older Adults: An Outcome-Wide Longitudinal Approach - PubMed

[6] Thriving Workplaces: How Employers can Improve Productivity and Change Lives 2025, World Economic Forum, January 2025

[7] 10 Years of Britain’s Healthiest Workplace: the changing face of the UK at work, Vitality, 2025

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Related: Making health and wellbeing a core part of the sustainability agenda