Purpose Mapping: How to align your business with the UN Sustainable Development Goals
What Are the UN Sustainable Development Goals (SDGs)?
Developed in 2015 after a global consultation involving governments, businesses, NGOs, and civil society, the 17 SDGs are a “blueprint for a better and more sustainable future for all.”
They cover a wide range of priorities, from ending poverty and achieving gender equality to climate action and sustainable economic growth. Between 2020 and 2030, known as the “Decade of Action,” organisations are urged to work together to achieve them.
The SDG framework is flexible and adaptable, meaning businesses of any size and sector can use it. This makes it easier to plan, measure, and communicate your impact, and to link your local actions to a global movement.
Why Align Your Business with the UN Sustainable Development Goals?
Sustainability is not just good for the planet, it is good for business. More and more customers, employees, and stakeholders expect organisations to take real action for people and the planet. Research shows that 81% of millennials expect companies to make a public commitment to doing good, and nine out of ten would switch brands to one associated with a cause.
The takeaway is clear. Businesses that want to thrive in the future need to demonstrate a clear, measurable purpose, and the UN Sustainable Development Goals (SDGs) offer a practical framework to do just that. Learning how to align your business with the UN Sustainable Development Goals can help you increase impact, strengthen brand trust, and futureproof your organisation.
Three Key Benefits of Aligning Your Business with the SDGs
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Make sustainability part of your core purpose
Being “purpose-driven” means integrating environmental and social good into your core business activities, not treating them as a bolt-on.
For example, a recruitment company might think its role is simply to match candidates with employers. But in doing so, it could be supporting Quality Education (SDG 4), Decent Work and Economic Growth (SDG 8), and Reduced Inequalities (SDG 10), all just by doing its main job well.
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Measure your impact with a clear framework
The SDGs break down into 169 specific targets and hundreds of indicators, making it easier to measure results and show your contribution to bigger goals.
This helps you track the difference you are making and demonstrate it to stakeholders, moving beyond statements like “we gave £5,000 to charity” towards measurable, outcome-driven reporting.
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Engage employees, customers, and stakeholders
The SDGs were designed to be visually engaging and easy to understand. Their colourful icons and clear language make it simple to communicate your impact across websites, social media, reports, and events.
When people can see exactly which goals you are supporting, they are more likely to connect with and support your mission.
How to Start Aligning Your Business with the UN Sustainable Development Goals
Step 1: Identify your positive impact
List all activities your business undertakes that benefit people or the planet, including your core operations. Then link each activity to at least one SDG.
Step 2: Validate with your stakeholders
Talk to employees, customers, suppliers, and partners about what matters most to them. Cross-check their priorities with your own to decide which goals to focus on.
Step 3: Focus on a small number of goals
Avoid trying to support all 17 SDGs. Instead, select a few priorities where you can make the most impact and be exceptional in those areas.
Take Action
Your customers, employees, and partners want evidence of your sustainability and social impact commitment, and they want it now. The SDGs provide a globally recognised framework to plan, measure, and share your positive impact.
You do not need to tackle every goal. Focus on the ones that matter most to your business and stakeholders, and do them well.
Watch the Full Webinar
This article is a summary of the Purpose Mapping webinar delivered by Alice Troiano, Co-Founder and CEO of Prosperah.
You can watch the full session here: Purpose Mapping Webinar on YouTube
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Speak to an advisor who can help you plan, measure, and share your positive impact: Become an iiE member