How we helped to build an award-winning corporate impact strategy
Business By Design recognised with 'Project of the Year' at the Third Sector Business Charity Awards 2025
Last week, the Kurt Geiger Kindness Foundation's Business by Design Academy (BBD) won Project of the Year at the Third Sector Charity Business Awards. It genuinely feels like this is just the start of something bigger.
At I.G. Advisors (I.G.), we’ve been there since day one. We've been closely collaborating with Kurt Geiger's executive team since March 2022 and have been honoured to be involved in BBD's design and implementation.
Our journey with Kurt Geiger began in a room with executive leaders from the business asking bold questions like “What does the foundation of your dreams look like?” From that spark, BBD was born—a fully-funded, AQA-accredited creative enterprise programme that’s reimagining access and opportunity for young people from marginalised backgrounds. And crucially, it’s not a side project. It’s a core part of how Kurt Geiger does business.
“BBD helps students to build skills, professionalism and drive creative career aspirations.” - New City College
So, how did we get there?
First, by listening. We facilitated conversations with young people (via a fully remunerated Youth Advisory Council), charities, and internal stakeholders to surface real needs, hopes and dreams. No token gestures—just targeted, co-created solutions. Then we embedded strategy into every layer: from governance and operations to programme design and employee engagement.
Today, over 50 Kurt Geiger employees have contributed 800+ hours of volunteering. 79% of students are from historically marginalised backgrounds. And participants aren’t just learning—they’re getting hired.
“I applied whilst working at a pub - it’s changed everything.” - Mabel, BBD graduate and now Kurt Geiger Marketing Coordinator.
Now we continue to support Kurt Geiger with regular strategic advisory calls and hands-on implementation to ensure the Kindness Foundation stays impactful, adaptive, and deeply embedded in the company’s culture.
Here’s what we’ve learned:
Start with vision, but anchor it in strategy. It’s not enough to want to ‘do good’—you need structure, executive staff buy-in, accountability, and business alignment.
Co-create, don’t prescribe. The best ideas come from those closest to the problem. Our job is to bring clarity, rigour, and execution power.
Build bridges, not spotlights. Effective corporate foundations don’t centre themselves; they open doors for others.
As more companies look to align profit with purpose, the need for intentional, embedded, and expertly guided social impact work is only growing.
What’s next?
There’s a growing shift in expectations—employees, consumers, and communities all want to see businesses step up and become part of the solution. And let’s be honest: it’s not just the right thing to do, it’s also smart. Whether it’s strengthening your talent pipeline, staying relevant in a values-driven marketplace, or doing your part to keep the planet livable, it pays to lead with purpose.
We’re calling on other businesses to rethink what impact looks like. Not as a bolt-on, but as a core part of their bottom line. A better future won’t just arrive—we have to design and build it.
At I.G. Advisors, we’re here to help companies take bold, strategic steps toward meaningful change. Because creating real impact doesn’t have to mean going it alone.
If you’re considering launching a corporate foundation or reimagining your CSR approach, let’s talk.
Business By Design Graduates 2025 with Kurt Geiger’s CEO, Neil Clifford, and Keynote Speaker, Clara Amfo
