Articulate Annual Report 2025


Letter from the CEO
Last year I introduced our first Impact Report with an anecdote about the moment I started to think differently about Articulate’s purpose. Not just as a profit-making business, but a potential force for good.
One year on, that notion resonates more than ever. We’ve been re-certified as a B Corp with 94-point score. With evolving B Corp standards and very rigorous auditing, that’s no mean feat.
We’ve also worked with even more clients that align with our values, helping people live healthy, sustainable flourishing lives, including Causeway, Doctor Care Anywhere, Concord and Gentian.
Our approach to business management has had an upgrade too, making us more efficient and accountable. You’ll find out more about the Entrepreneurial Operating System (EOS) in this year’s report, but don’t let the name deter you. It’s been nothing short of transformative.
We’ve achieved most of the targets we set ourselves in our first Impact Report. Some we made progress on. Others we had to rethink. The only thing that hasn’t changed at all is our determination to do and be better than yesterday, for people, planet and prosperity.
Matthew Stibbe
CEO and Founder, Articulate Marketing
Sustainable Development Goals: our focus areas
Our 2024 Impact Report introduced the framework for our efforts—the United Nations’ Sustainable Development Goals (SDGs.)
Our focus is the same, but we’ve recapped the key areas below in case you need a refresh. We went into more detail about the SDGs and our rationale in last year’s report if you’re curious.

Prosperity
‘We are determined to ensure that all human beings can enjoy prosperous and fulfilling lives and that economic, social and technological progress occurs in harmony with nature.’
United Nations, 2030 Agenda for Sustainable Development
SDGs we focus on:
- Decent work and economic growth (8)

People
‘We are determined to end poverty and hunger, in all their forms and dimensions, and to ensure that all human beings can fulfil their potential in dignity and equality and in a healthy environment.’
United Nations, 2030 Agenda for Sustainable Development
SDGs we focus on:
- No poverty (1)
- Good health and wellbeing (3)
- Quality education (4)

Planet
‘We are determined to protect the planet from degradation, including through sustainable consumption and production, sustainably managing its natural resources and taking urgent action on climate change, so that it can support the needs of the present and future generations.’
United Nations, 2030 Agenda for Sustainable Development
SDGs we focus on:
- Climate action (13)
We are a progressive marketing consultancy. We inspire and empower our clients to make the world a better place.
Prosperity
Our own prosperity helps us do more good—the things you’ll see under our People and Planet sections. But our purpose also means that when we do great work for our clients, that ‘good’ goes further. We work with B2B tech companies that help people live healthy, sustainable, flourishing lives, so when our work helps them succeed, our positive impact increases.
Our 2024 targets
6 roundtables per year ✅
SDG 8: Decent work and economic growth
No knights here, but still noble intent. The roundtables were structured, focused meetings for key projects. They invited our leadership and wider team to reflect on and share what went well and what could have gone better.
We identified multiple areas for improvement, particularly across project and account management, then agreed accountability and responsibility for the next steps.
4 allyships on employability-related areas ✅
SDG 8: Decent work and economic growth
We completed four, employee-led allyships on LGBTQIA+ people, sustainable eating, women in STEM and remote working. We hosted external guests for ‘lunch and learns’. They spoke to us about their passions and expertise in those areas.
Those leading the allyships also ran their own lunch and learns and regularly started discussions on Slack with insights and advice to keep discourse going.
Our 2025 updates
Re-certified B Corp 🅱️
01
We’ve been re-certified, again! The B Corp re-certification process is as reassuringly rigorous as the first time we applied for B Corp status, so it’s a source of pride for us that we’ve passed again. What’s more, we’ve exceeded our country, sector and size benchmarks across every category.
Run on EOS (Entrepreneurial Operating System) 💻
02
This is one of the biggest changes to our business in the last year. You can read more about the EOS model on their website, but it has given us greater focus on what will make our ‘car go faster’ to do the most good.
It has also provided accountability across the business, with all teams now running weekly L10 meetings that measure progress and tackle issues.
Client Satisfaction Survey 😊
03
We’ve evolved our approach to roundtables for this financial year to make them even more client-centric. Every month, we run a short Client Satisfaction Survey that asks our clients to score us across five key areas: communication, creativity and innovation, project management, expertise and proactivity. We also ask them to share what they’ve loved and what they wish could improve about our partnership.
We host a monthly roundtable to review that feedback, agree next steps and report our progress back to clients. This has already contributed to significant improvements in our account management, such as an improved project management meeting template and an updated client charter.
People
With continuing economic challenges in the UK, it’s essential that we do more to take care of our people. That starts with paying the real Living Wage and extends to our culture and working environment. We provide the time and encouragement to ensure they feel they can prioritise their health and personal development, as well as physical space for team bonding.
Our 2024 targets
2 physical and 2 mental health champions ✅
SDG 3: Good health and wellbeing
We achieved our goal, with four volunteers signing up to share weekly motivation, tips and education that would support our teams’ physical and mental health. Our two mental health champions have now become three, all of whom have taken a 14-hour course to become Mental Health First Aiders (MHFAs).
75 percent of learning days used 📈
SDG 4: Quality education
While we didn’t hit our 75 per cent target, we still used nearly half of our learning days as a company.
When we learn, we grow, both as individuals and in terms of our business expertise and capabilities. So we’ve kept our 75 per cent target for this year and will be finding regular opportunities to encourage uptake of more learning days, such as highlighting the opportunity during weekly team and monthly company meetings.
Fair pay charter with 20 sign-ups ♻️
SDG 1: No poverty
We made good headway creating the charter last year. What we didn’t anticipate was quite how turbulent the economic environment would become for our business and so many others. So we refocused on setting a good example by ensuring our own people’s prosperity, and we’ll reassess the fair pay charter initiative this year.
Our 2025 updates
Company Kindle 📚
01
Our company's Kindle library has expanded by a whopping 300+ books to over 1200 titles! Everyone in our teams has a company Kindle and can purchase fiction and nonfiction titles they want to read, on us.
Shared values ⚖️
02
We want to ensure Articulate remains a great place to work where people feel comfortable being themselves and proud of the work they do. To keep us accountable, every month we share an in-depth Employee Engagement survey via Slack. Our efforts are reflected in the 92 per cent of our employees who feel supported to perform at their best and the 94 per cent who feel we share their values—exactly what we’re aiming for as a progressive marketing agency.
In-person meetups 🎉
03
We’re still a fully remote company (and proud of it!), but we know how important face-to-face interaction is for feeling and working like a true team. So, since we published our first Impact Report, we’ve hosted three away days for our teams—one in Oxford and two in London.
We put our heads together to tackle challenges facing our work and client relationships during the day, then met up for culinary adventures in the evenings.
Planet
With no energy-guzzling office space or fuel-burning commutes, we’re default do-gooders for the environment. We’re also acutely aware that passivity is no longer enough to save our planet from the climate crisis. So, we continue to invest in carbon avoidance and encourage carbon reduction through employee education and encouragement to use public transport when we do get together.
Our 2024 target

Reduce our Scope 3 emissions by 5 percent ✅
SDG 13: Climate action
Quick refresher: as a fully remote-working company, we only produce Scope 3 emissions at Articulate (i.e. the byproduct of working with our suppliers and our employees’ working needs.)
We use our former client and all-round good eggs Ecologi to calculate and report our carbon footprint data. They recently changed how they calculate, so our benchmark from last year looks different (see screenshot below.) Even with the switch-up, we still finished FY’24 with 5 per cent lower carbon emissions than the year before (52 tCO2), reaching our goal.
Our 2025 updates
Carbon offsetting 🌳
01
We continue to plant trees for every employee as part of our carbon offsetting (or avoidance) efforts. We also still invest in carbon credits through Ecologi to ensure that our impact remains an overwhelming net positive for the planet, avoiding 126 tCO2 in ‘FY24.
Website carbon emissions 🌐
02
We walk the walk when it comes to performant, efficient websites. Using Website Carbon Calculator we analysed all the key landing pages on our website. Almost all of them are cleaner than (at least) 58 per cent of all web pages globally, with our homepage achieving an A (cleaner than 85 per cent).