2025 was a big year for Magenta. We became a B Corp, completed Carbon Literacy training, deepened our work and research in AI, and won a Brighton & Hove Business Award. All of this is captured in our newly published 2025 Impact Report.
Twelve months on from our inaugural impact report – which covered our transition to employee ownership and the early stages of our AI journey – it offers an honest account of the progress we’ve made and the areas where we still have work to do.
We’re lucky to have a team of people who take pride in their work and care deeply about doing good. Those shared values were the driving force behind writing and signing our Responsible Communications Charter in 2024. It’s something we’re determined to practise as well as preach.
Annual impact reporting sits at the heart of that commitment. Employees, customers, partners and investors increasingly expect organisations to evidence their environmental and social claims, while scrutiny around greenwashing continues to intensify. A credible impact report helps businesses like ours do that by building trust and ensuring accountability.
So, how did we do in 2025?
B Corp certification
Early in the year, we achieved B Corp Certification with a B Impact Score of 126.1, reaching high above the 80-point pass mark. The process required us to scrutinise every aspect of how we operate, from governance and employee wellbeing to environmental responsibility and community engagement. As a B Corp, we’ve also committed to demonstrating continuous improvement by recertifying every three years.
Our transition to employee ownership, move to a 4.5-day week, and local partnerships with organisations such as Nature to Nurture and the University of Sussex all contributed to our certification. You can read more about our decision to become employee owned – and what it means in practice – in this blog.
Search Forward
We published Search Forward: How AI is reshaping the B2B buyer journey. Drawing on a survey of UK decision-makers, the research revealed that 66 per cent already use tools such as ChatGPT or Copilot to research suppliers, and 85 per cent have discovered a new supplier through AI-search. Underscoring AI’s growing influence, 90 per cent also reported trusting those recommendations.
The research has directly informed both our client work and our own communications strategy. In response, we launched our AI transformation and content service to help organisations adapt their marketing and content strategies to these changes without compromising quality or trust.
Employee survey results
Internally, our annual employee survey pointed to clear improvements in how people experience working at Magenta. Across the team, job satisfaction increased to 82 per cent (up from 63 per cent), leadership communication rose to 80 per cent (up from 60 per cent), and professional development opportunities reached 80 per cent (up from 51 per cent) compared with the previous year. We maintained low turnover and used both quantitative and qualitative feedback to shape action plans around training, transparency and career progression.
Carbon Literacy and environmental action
Finally, as part of our commitment to responsible communications, 80 per cent of the team became Carbon Literate accredited after completing workshops with the Carbon Literacy Project. The training has already influenced operational decisions and individual behavioural pledges, while we aim for Magenta to become a bronze Carbon Literate Organisation in 2026.
An impact report forces reflection and gives stakeholders a clear view of where an organisation stands. Not everything went to plan for us last year. We previously pledged to deliver a formal health & wellbeing programme that would include workshops and wellness allowances, but competing priorities and the demands of client work kept pushing these plans back. Seeing this shortcoming in print has reclarified our focus for 2026.
Support with impact reports
Our own experience producing transparent, evidence-led reporting has shaped how we now support others. From strategic planning and framework alignment through to writing, design and multi-channel rollouts, we help organisations create impact reports that clearly evidence progress and intent. Done well, impact reporting becomes a communication asset that strengthens reputation, supports bids and investment cases, and brings values to life.
Find out more in our free guide to creating a powerful impact report. If you’d like to explore what your next report could become, email greg@magentaassociates.co.
