Which Type of Sustainable Business Are You?

With employees and investors demanding greater sustainability, and governments legislating for it, organisations are now looking to develop a greener approach. But how are they going about it? And what behaviours make these businesses sustainable?

A new report commissioned by Moneypenny and WORKTECH Academy has identified four different types of sustainable organisation to help legal firms establish just how green they are, and what more they can do.

Bernadette Bennett, Head of the Legal Sector at Moneypenny said: “These different organisational typologies reflect a shift away from the office as the only place for work, the increasing employee consciousness around sustainability, and a growing consumer expectation for greener behaviours.  For legal firms striving to improve their sustainable practices, we hope this report will help them categorise their own behaviours and provide food for thought about the wider sustainability improvements they can make.”

Here, are Moneypenny and WORKTECH Academy’s four green organisational typologies:

  • Placemakers: Placemaking organisations really value sustainability, and their green appetite usually comes from strong leadership.  These businesses often use their office building as the canvas on which to display their green credentials and aims. Consequently, they’re more likely to occupy green buildings, replete with smart building technologies, extensive recycling, and sustainability transport provision.


  • Changemakers: This group, while still largely office-based,  understands the value of influencing green behaviour through social support and peer-to-peer encouragement. These organisations empower employee-led initiatives in the workplace and will have ‘green champions’ to drive that change. In the context of the post-pandemic workplace, change-makers will use the ‘return to office’ as an opportunity to encourage employees to adopt more green behaviours.


  • Choice-giver: Choice-givers are organisations that use new ways of working and flexible work policies to give employees the autonomy to work anywhere and make green choices for themselves and outside of the office – such as working from home to reduce their carbon footprint through reduced travel.


  • Arbitrators: Arbitrators are the organisations extending sustainability beyond the office building, to the wider community on behalf of their workforce. These organisations understand that even if fewer people work from the office every day, they still have a degree of corporate responsibility for their employees – and are likely to offer subsidised transport and smart home energy solutions for employees as well as to run community-minded green initiatives.


Which typology is Moneypenny?

The report also looks at how Monepenny measures up against the four types and has found it has traits of all of them.

Bernadette added: “We’re a place maker because we built our HQ with environmental goals in mind  –  including features such as ground source heat pumps and rainwater recycling, but we’re also a changemaker because of our ‘ecopennies’ – an employee-led sustainable living group which not only shaped the design of our HQ but has established initiatives such as car-sharing and lowering the heating to reduce our carbon footprint.

“Our business is also a choice-giver as we’ve invested in technology to make hybrid working work. One such innovation is our world-first integration with Microsoft Teams, which enables us to route calls through to employees wherever they are based and across multiple devices. Finally, we’re also an arbitrator as we engage with the wider community readily and choose to offset our UK carbon emissions with leading tree planting and carbon offsetting company Ecologi.”

Bernadette concluded: “Sustainability is an important consideration for legal firms, and this report reflects our desire to engage with the market and build dialogue around its many facets.”

Moneypenny handles more than 2 million legal calls and live chats each year for more than 1,000 legal firms in the UK, including 60 of the Top 200, thanks to its dedicated team of 60 legal PAs.

To find out more about the four green typologies of the post-covid workplace as well as the changing parameters of ESG responsibility and how Moneypenny outsourcing services can help shape sustainable change, download the Moneypenny and WORKTECH Academy report ‘From Place to People’, here.


Moneypenny are the world's leading outsourced communications provider, working with businesses of all shapes and sizes, from sole traders right up to multinational corporations. Moneypenny have grown to become the biggest and fastest-growing company of their type, handling millions of calls and chats every year on behalf of their clients. Moneypenny are unique in their approach, and genuinely want their personnel to act in the interest of all clients, which is why their values are the foundations of all that they do. Their passionate employees are testament to the brand’s core values and are renowned for their knowledge and professionalism. The brand’s people and culture are the fundamental parts of their mission, values and vision. A strong team spirit embodies Moneypenny’s approach to employee engagement, which stems from the family values that underpin them. Their flat hierarchical structure means that employees are constantly empowered to succeed.