Founded in 2013 by two very different people with a single, core belief that business can, and should,

be a force for

positive social change.


We do two things well:


– help clarify and articulate your social purpose


– communicate it effectively


We envisage a world powered by purpose-led businesses that do well, while doing good. We believe that the future belongs to those organisations that act to make the world a better place while building a profitable business.

Our role is to help businesses define and embed their social purpose throughout their organisation and infuse it through their brand. We organise and contextualise purpose into business strategies, embed it into brands and express it through authentic communications.

We believe that being for-purpose and for-profit should never be mutually exclusive and, by evolving together, they offer the perfect combination for a truly sustainable future.


It’s easy to hop out of bed when your job is to design and develop responsible business strategies, to build brands of enduring value and create a business that matters. Our end-goal is to create positive social impact and ensure our clients are recognised for the good they’re doing.

Doing good helps businesses do well. With a clear social purpose, we’ll develop actionable plans to connect your brand to your customer’s values. As we see it, responsible brands matter more and are more successful.

Co-founders Simon and Cliff are totally different, yet 100% complimentary. Strategic, analytical, responsive and creative.  What we do works and we love what we do.

About You


You are well aware that being a socially responsible business isn’t a ‘yes’ or ‘no’ question. It’s here, and it’s now.

The instinct is to dive in, take a lead on your competitors, make a bold statement.

The challenge, though, in a sea of sustainability accreditations and complex options to do good, is to bring your social purpose to life and ensure it gets the emphasis it deserves.

You know that a good brand matters too, but maybe you’re unsure how it should, or even could, evolve.. You realise that you can make a social impact while building the bottom-line; yet establishing the right long-term plan and getting underway feels elusive.

What’s the ‘right’ responsible business strategy for you? What’s the best use of your resources? And what’s the most compelling way to tell your customers and employees your story?


Social Responsibility, Sustainability, Responsible Business, whatever its called isn’t important. What matters is that you find the time, skill and passion to bring this value to life in your business and express it through your brands.

Whether you’re already flying along or you’re just starting up, your brand is always evolving. Incorporating social purpose into your story can start any time.

Whether you’re motivated by cost savings, competitive advantage or an internal corporate conscience, your customers are demanding, and paying a premium for, responsible products and services whose claims they truly feel they can trust.

We find that the organisations who want to work with us, share our beliefs about doing good, and doing well. What they want is strong strategic thinking, guidance to navigate their social responsibility path, and help telling their story.

That’s what we do. We guide. We plan. We execute through your brand.


  • Cliff Moss Co-Founder
  • Simon Davies
    Simon Davies Co-founder & Strategist
  • Penny Stephens
    Penny Stephens Project Delivery Manager
  • Belinda Hanneberry
    Belinda Hanneberry Project Consultant
  • Meg Hocking
    Meg Hocking Marketing Assistant
  • Clinton Hazel
    Clinton Hazel Operations Advisor
  • Jonathan Sagar
    Jonathan Sagar Creative Advisor

Good Guidance System

While we’ve always set out to do the most we can without bothering others, every now and again the landscape can become tricky to navigate and the maps need reviewing.

It’s on these occasions that we find ourselves thanking our lucky stars that we can draw on the depth of experience, clarity of vision and candid advice from some rather sharp minds.

We’re incredibly grateful to be in a position to call on the advice of these seasoned professionals to help light the way across any number of the many areas that Good Business Matters and Goodsmiths operates; from strategy and vision to execution tactics and the creation of new income streams through purpose-led work.

We refer to this small but mighty panel of individuals as our Good Guidance System.

  • Jane Hadjion Corporate Ecologist
  • Col Duthie Principle | Executive Chair
  • Chris Lombardo
    Chris Lombardo Executive Officer, the Bridge
  • Daniel Madhavan
    Daniel Madhavan CEO, Impact Investment Group
  • Justin Carline
    Justin Carline Founder, Food Technology Centre
  • Dr Yadira Perez Hazel
    Dr Yadira Perez Hazel Cultural Anthropologist & Research Advisor, Fred Hollows Foundation
  • Ben Gleisner
    Ben Gleisner CEO, CoGo
  • Olivia Larkin
    Olivia Larkin Director of Social Impact, Impakt

Want to work with us?

Contact Us

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