ESG (Environmental, Social and Governance) has become one of those business buzzwords that everyone uses, plenty of people argue about, and far too few people can explain without reaching for another acronym.

So what does it actually mean when it leaves the strategy document and lands in the real world?

James is joined by Justine MacArthur, an independent consultant working across people, culture and HR, and Dane Wadsworth from JZ Flowers, to look at what responsible business looks like in practice.

There are no neat answers here. Instead, there are real examples: choosing between air and sea freight, measuring social impact, persuading people across an organisation to get on board and tracing the journey of flowers from more than 1,600 growers.

The conversation also challenges some familiar assumptions. People don't necessarily dislike change, they deeply resentment change done to them. Sustainability isn't just about spreadsheets, initialisms and reporting. It needs to become part of how a business operates.

ESG can feel like a minefield of frameworks, regulations and competing demands. This episode cuts through some of that noise and asks a more useful question: how do you build a business that is resilient, responsible and fit for the future without losing sight of the people who make it work?

In this episode

• Why ESG has become so loaded and why stripping away the jargon matters
• How purpose, leadership, HR and sustainability connect
• What JZ Flowers' approach to sourcing, carbon, traceability and operational efficiency looks like in practice
• How to communicate sustainability without drowning people in jargon
• The tension between carbon reduction, cost, waste, freight and supply-chain realities
• Why traceability and fair-trade premiums matter to customers
• The challenges charities face when funding rules restrict what “social value” can mean
• Why governance matters, and what happens when sustainability depends on the people at the top

LINKS

Justine: https://www.linkedin.com/in/justine-macarthur/

Dane: https://www.linkedin.com/in/dane-wadsworth-thurnham-mchem-hons-276b01103/

About Resolute Purpose: https://www.resolutepurpose.co.uk/

England's wine industry is booming, and Yorkshire is proving it has a place on the map.

In this episode of The Purpose Brief, James speaks to two brothers, Jack and Kit Fletcher, who are behind Ryedale Vineyards to discover how one family turned an ambitious idea into one of Yorkshire's pioneering vineyards.

From climate change and technology to sustainability and succession planning, this conversation explores what it really takes to grow a business that's rooted in purpose and place.

It's a story about caring for the land, building a regional identity, and creating a legacy that will outlast the people who planted the first vines.

In this episode

• How a family project became one of Yorkshire's pioneering vineyards
• Why English wine is gaining global recognition
• The surprising advantages of growing grapes in the North of England
• The realities of running a modern vineyard, from weather and tariffs to labour shortages
• How technology, automation and innovation are changing winemaking
• Why sustainability and look after nature makes business sense
• Building a business that contributes to the visitor destination economy
• Preparing the next generation through apprenticeships and knowledge sharing
• Creating a business that balances commercial success with long-term stewardship of the land

Whether you're interested in sustainable business, rural entrepreneurship, family enterprises or simply curious about the rise of English wine, this episode offers practical lessons on building a business with purpose, resilience and a long-term vision.

LINKS

Pay a Visit: https://www.ryedalevineyards.co.uk/

Purchase Products: https://www.ryedalevineyards.co.uk/shop

About Resolute Purpose: https://www.resolutepurpose.co.uk/

James sits down with Matty Lewis, a social entrepreneur and founder of Menfulness, to explore how mindfulness, community, and purpose-driven leadership can create meaningful impact.

Focused on tackling the stark realities of men’s mental health, Matty shares his personal journey into social entrepreneurship and how a grassroots idea has grown into a powerful movement across Yorkshire. From creating safe spaces for conversation for men to championing positive masculinity, this is a story of action, empathy, and community at its core.

The conversation also highlights how businesses can play a role in driving change, from innovative approaches to CSR through the Fortus Foundation, to initiatives like Go Give One, which make supporting local causes more accessible and impactful.

This episode is about breaking stigma, building connection, and proving that small, consistent actions can lead to life-changing outcomes.

In this episode, we explore:

• The reality of men’s mental health and why it matters now more than ever

• Matty’s journey and the growth of Menfulness across Yorkshire

• The importance of safe spaces and community-led support

• How the Fortus Foundation is rethinking charitable giving

• Real stories of change from mental health support to speech therapy initiatives

This is a powerful and hopeful conversation about purpose, people, and the role we all play in creating positive change.

Timestamps:

00:00 - Introducing Matty Lewis and the focus on men's mental health

02:00 - Personal motivation behind improvement efforts in Yorkshire

03:24 - The evolution of Menfulness and its community impact

06:05 - Why North Yorkshire is critical for mental health initiatives

08:06 - The role of endorsements in expanding reach

10:42 - The importance of feedback and recharging in mental health work

12:40 - Diversified programs for different demographics and age groups

15:45 - Impact storytelling and influence of policy discussions

18:58 - Evidence of success: declining suicide rates in York

20:24 - Recognizing warning signs and how to approach loved ones

22:07 - Breaking the stigma around mental health through community support

25:46 - The influence of mindfulness on athletes and positive masculinity

28:00 - Leadership examples promoting open conversations about struggles

30:27 - The origin story of the Fortus Foundation and how it supports local charities

32:52 - Simplifying grant application processes and storytelling impact

36:03 - Engaging businesses through the Go Give One initiative

38:11 - Heartwarming stories: Music therapy and impact on children with speech issues

41:02 - Broader impact stories and sustainable support solutions

44:11 - The overwhelming demand for mental health services and future goals

45:00 - How businesses can contribute and connect through CSR

46:22 - Defining success: Impact over income and community gratitude

47:35 - Light-hearted reflection: What would Matty’s life movie be?

48:00 - Closing remarks: Connect with Matty and explore impactful opportunities

Resources & Links:

• https://www.fortusfoundation.co.uk/
• https://menfulness.org/
• https://www.serendipityyork.co.uk/
• https://www.resolutepurpose.co.uk/the-purpose-brief/