Case Study: The Vision and Impact of "1 for the City"

Overview

ByDiffusion, founded by Mike Quate and Sat Mann, was built on principles of Doughnut Economics and the Better Business Act, emphasising responsible and inclusive growth. While shaping their consultancy business, they simultaneously developed "1 for the City," a platform enabling Leeds businesses to contribute 1% of their revenue to local charities. This initiative, created with the support of Tall Agency and in partnership with Leeds Community Foundation (LCF), aligns with Leeds City Council's Inclusive Growth Strategy, aiming to ensure that growth benefits all sectors of society.

Inspiration and Vision

Mike and Sat embedded both the principles of Doughnut Economics and the ethos of the Better Business Act into ByDiffusion from its inception, believing that businesses can thrive while being socially responsible. Recognising that while investment in Leeds was increasing, there could be more emphasis on quality growth through smart initiatives, they sought to demonstrate that commercial success and social responsibility are not mutually exclusive. "1 for the City" embodies this vision, offering small and medium-sized enterprises (SMEs) an easy, impactful way to engage in Environmental, Social, and Governance (ESG) practices. The platform directly reflects the values that Mike and Sat embedded in ByDiffusion, showcasing their belief that businesses can be both profitable and purpose-driven.

Challenge

‍The challenge was to create a platform that would engage the business community in Leeds to address socio-economic challenges while demonstrating that value-driven businesses are crucial for long-term growth. Mike and Sat worked with agility and pace, applying the same principles to the development of "1 for the City" that they use with their clients.

Timeline to Launch

1. Ideation and Conceptualisation (Weeks 1-3)
   • The idea for "1 for the City" was quickly conceived as a solution to make collective giving accessible for SMEs, aligning with the Leeds Inclusive Growth Strategy. The focus was on addressing critical areas like poverty, health inequalities, and youth development in Leeds.
2. Brand Development (Weeks 4-8)
   • In collaboration with Tall Agency, ByDiffusion developed a strong brand identity for "1 for the City" that communicated the dual goals of commercial success and social responsibility. The brand emphasised the power of collective giving and the importance of community impact.
3. Platform and Campaign Launch (Weeks 9-12)
   • "1 for the City" was launched as a Community Interest Company (CIC), providing a legally recognised structure for the initiative. The platform allows businesses to pledge 1% of their revenue or profit to local causes, simplifying the process for time-poor business owners. The partnership with Leeds Community Foundation ensures that contributions are effectively utilised, with the first impacts expected by the end of 2024.

Governance and Oversight

"1 for the City" is overseen by a dedicated board that ensures the initiative remains aligned with its mission and values. This board includes members from ByDiffusion, Leeds Community Foundation, Tall Agency, and other key Leeds business leaders, brings together expertise in business, philanthropy, and community engagement. The board’s role is to guide strategic decisions, oversee fund distribution, and maintain transparency and accountability. Their oversight ensures that the platform continues to drive meaningful social impact in Leeds. They have also gained support from ambassador, Jamie Peacock, an English motivational speaker, leadership mentor and former professional rugby league footballer

Power of Collective Giving

‍"1 for the City" harnesses the power of collective giving, showing that if everyone gives a little, we can achieve a lot. The platform not only simplifies ESG engagement for SMEs but also creates a network of inspiring businesses that collaborate and support each other, amplifying their collective impact.

Importance of Values-Driven Business

‍Mike and Sat strongly believe that a values-driven business is essential for long-term growth. A focus on social responsibility enhances employee engagement, strengthens relationships with suppliers, and bolsters brand reputation. Businesses that prioritise ESG can also attract like-minded partners and customers, contributing to sustained success and market differentiation.

Leeds Poverty Statistics

Leeds faces significant socio-economic challenges, with approximately 23% of the population living in poverty. Among children, 31.3% live in low-income families, and fuel poverty affects 15.8% of the population. Health inequalities are also stark, with life expectancy varying drastically across different areas of the city. These statistics underscore the importance of initiatives like "1 for the City," which aim to address these critical issues through collective action.

Outcome

‍"1 for the City" has become a key element of Leeds' strategy for inclusive growth. With 16 Leeds-based businesses already signed up, the initiative is set to make a significant impact on the community. ByDiffusion’s approach, demonstrated through the rapid launch of both their consultancy and "1 for the City," shows how agility, clear values, and a commitment to quality growth can lead to meaningful and sustainable change.

Conclusion

‍This case study highlights how ByDiffusion, through strategic partnerships and a clear vision, has created a platform that simplifies collective giving for SMEs while promoting inclusive growth in Leeds. "1 for the City" is a model for how businesses can integrate social responsibility into their operations, benefiting both the community and the business itself.

This approach is increasingly important as consumer behaviour shows a strong preference for brands that align with ESG principles. In fact, recent research indicates that business with ESG-related claims experienced a 28% faster growth rate compared to those without such claims, demonstrating the clear business advantage of embracing sustainability and social responsibility(McKinsey & Company, 2023).

For more details, visit 1 for the City and Inclusive Growth Leeds and  www.tall.agency

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