Over the past 18 months, we have had the privilege of speaking with small businesses across the UK, from manufacturing and construction to technology and farming. Their stories feature in the seven series of the Novuna Sustainable Business Podcast. Whilst it’s amazing to continue gathering the insights of these businesses, I feel it’s really important to pause and reflect on what we’ve learnt along the way. Looking back, one thing became clear very quickly: sustainability looks different for every business. Each faces unique challenges and opportunities, yet all share a determination to balance commercial success with a genuine commitment to their people and the environment.

What has become clear through these conversations is that there is no better way to learn about sustainable business than from the businesses themselves. Their experiences, successes, and even missteps provide lessons that no guideline or handbook can fully capture.

From understanding how customers influence sustainability choices to discovering creative ways to reduce waste or support local communities, these businesses are the real experts. Listening to their stories has been powerful, offering insights that help shape practical solutions that genuinely meet the needs of small businesses wherever they are based in the UK.

I’ve loved learning about the initiatives they put in place to make themselves stronger. It’s not just about the bottom line. It’s about people, culture, how they operate in their communities, and the values that underpin every decision. These conversations remind me that sustainability isn’t an abstract target—it’s lived, practical, and often very personal. What struck me most was the sheer variety of approaches. It didn’t matter whether we were speaking to a farmer, a builder, or a tech entrepreneur—there was no single blueprint. Each story was different, and yet every one of them, through learned experience, has something useful to share that other businesses can learn from.

One of the strongest insights is the power of listening. Grey Flannel, a bespoke tailoring business in London, shows how sustainability often begins with understanding the customer. As they put it, the customer is at the heart of everything we do. You cannot run a successful business without listening closely, understanding needs, and responding thoughtfully. By knowing what clients value—whether that’s sourcing sustainable fabrics or reducing environmental impact—businesses can align their offerings with real demand. Sustainability becomes not an add-on but part of creating products and services that people genuinely want.

Culture is another powerful theme. Too often, net zero is framed as a cost, something small businesses are expected to absorb. But when sustainability becomes part of the organisational mindset, it drives long-term resilience. Specialist insurance company Emerald Life demonstrates this beautifully. Led from the top, its culture embeds sustainability into everyday practice. When leaders like Chief Executive, Steve Wardlaw show passion and commitment, those values cascade naturally through the organisation. This is not about box-ticking—it’s about living sustainability as part of the business model. Whether it’s through the services they provide, such as insurance for green roofs and solar panels, or the way their team works together, Emerald Life shows how embedding sustainability makes a business more resilient, more authentic, and ultimately more successful.

Another insight is the influence that small businesses can have beyond their own walls. Sussex based Sea Change, an organic wine company, demonstrates how supply chain decisions can ripple out across an industry. By choosing suppliers carefully, they show that small firms can lead by example—pushing larger organisations to rethink their practices and raising expectations for what sustainable trade looks like. It is often assumed that big corporates set the standard and smaller companies follow, but time and again I’ve seen the opposite. Many small businesses are the pioneers, reshaping markets from the ground up.

True sustainability also goes beyond environmental considerations. Oxford-based tech enterprise OXIL, reminded me how vital it is to support employees and local communities. Retaining talent, creating inclusive workplaces, and investing in the local area are not extras—they are essential to long-term success. Sustainability, at its best, balances people, planet, and profit. This broader perspective reflects the reality of running a small business: you cannot separate commercial decisions from their human impact.

At the same time, the businesses we’ve spoken to have been honest about the barriers they face. Many told us they want clearer guidance and longer-term direction from government. Frequent policy shifts and U-turns make it difficult to plan and invest with confidence. Unlike larger corporates, small firms cannot easily absorb sudden changes or make costly upgrades without certainty. This is where finance and support play a critical role. Choosing the sustainable option—whether upgrading equipment, installing greener infrastructure, or developing low-carbon products—often costs more upfront. At Novuna, we know that providing the right financial solutions for these investments is key. Without that support, the risk can feel overwhelming. With it, businesses are empowered to take the bold steps that secure their future.

And those bold steps are happening. Libra Utility Services and Richard Morgan’s Electric Classic Cars businesses show how forward-looking investments can redefine industries. They are examples of the kind of courage and vision that mark small business leadership at its best.

Agility is another strength. Cambridge Building Services’ move into garden studios for home workers shows how quickly small firms can pivot when they see new opportunities. Iechyd Da, a leading independent and eco-friendly health food shop in Cardiff, demonstrates the power of small steps—choosing incremental changes that gradually build momentum and confidence. Both examples remind us that progress doesn’t always have to come in big leaps. Sometimes steady, thoughtful adjustments create the strongest foundations.

Perhaps the most powerful lesson is that sustainability is never finished. It is not a fixed checklist to be ticked off, but a process of trial, observation, and adaptation. Celtic Roots Community Farm illustrates this perfectly. Their inventive use of ducks to control slugs, and alpacas to protect the ducks may sound unusual, but it works because the owners are constantly observing, learning, and refining their approach. It is this mindset—flexible, curious, and resilient—that underpins true sustainability.

Across all these experiences, one thing is clear: small businesses succeed when they combine listening, cultural integration, leadership, strategic investment, agility, and a willingness to learn. Their stories have shown me that sustainability is not about perfection, but about commitment, creativity, and persistence. At Novuna Business Finance, it is only by truly understanding the real challenges small businesses face that we can help them navigate their own sustainable journeys with the support and confidence they need to thrive.

Series 1-7 of the Novuna Sustainable Business podcast is available to download here: [1]