About the Agency
The Good Stuff agency was created to support business to be a force for GOOD.
We do this by unlocking social and commercial value through the organisations we work with, using our GOOD model and community of GOOD partners.
Social value is the difference you make in the world. Commercial value is the strength of your organisation.
GOOD organisations deliver both at the same time.
Our role is to support the long-term health of your business whilst making more of a difference in the world.
How have we helped?
Advisory and consultancy
Digital products and resources
Advisory and consultancy
We worked with a charity to redesign its services around what beneficiaries actually needed using evidence and the voices of those the services were created for - rather than assumption. The result: two underperforming services closed an annual deficit reduced, and a stronger organisation focused on what it does best.
Training and workshops
Digital products and resources
Advisory and consultancy
We delivered inclusion training for a housing association's frontline teams covering unconscious bias and inclusive leadership. This training was cocreated with a local youth LGBTQ+ group and within months, satisfaction scores for LGBTQ+ customer groups improved.
Digital products and resources
Digital products and resources
Digital products and resources
A social enterprise who supported the development of our 'Theory of Change' template, used it to apply for their first major grant. They got it.. they are putting those funds to good use supporting young people to connect with sport over the summer months.
Our why...
Across the UK, inequality, poor physical and mental health and unemployment cost the economy hundreds of billions every year. Meanwhile, only a tiny fraction of business’s power is used intentionally to improve social outcomes or to create environments which people thrive within. Not because businesses don’t care. But because our economic systems weren’t actually built with social impact in mind.
Now imagine redesigning those systems so that businesses, simply by doing what they do every day - help tackle inequality at scale. Not as charity. Not as an add-on. But as a natural (and simple) part of how they operate.
Because the evidence is clear. When social value is embedded into organisational DNA - not bolted on, but built in - the commercial results follow.
The investor community has noticed too. A 2026 Morningstar and Edelman joint analysis tracking 210 publicly listed purpose-led brands across the S&P 500 and FTSE 100 found that purpose-indexed portfolios delivered an annualised return of 18.4% - compared to a broader market average of 7.1%. That is an outperformance of 159% over five years. Deloitte’s research confirms a “purpose premium” across six key commercial drivers: revenue growth, innovation, talent attraction, employee engagement, customer loyalty and brand equity. And 88% of business leaders now say their social impact strategies are actively future-proofing their business, not as a nice-to-have, but as core commercial strategy. Since 2020, £32 billion of validated social value has been reported across the UK. The market has already moved. The question is whether your organisation has.
GOOD business isn’t about doing more. It’s about doing what you already do - intentionally, and with impact.
Our Founder and team
We are a collective of changemakers with over fifteen years of experience across the public, private, charity and voluntary sectors - united by a data-driven belief that organisations and businesses can be a force for GOOD, if designed in the right way.
Our Founder and Chief Impact Officer, Cam Kinsella, is an award-winning senior social impact leader with a proven track record of building, scaling and transforming purpose-driven organisations.
Cam has spent her career enabling better lives for thousands of people with a sustained focus on poverty alleviation, financial inclusion, disabled people, and children and young people. Across housing, health, community and both public and private sectors, she has founded and scaled charitable organisations and community projects, led complex strategic transformation and service redesign, and built the kind of evidence infrastructure and impact measurement systems that drive real, lasting change.
Cam loves innovation and challenging how things can be done in a creative and fun way. She founded the UK's first social incubator in the housing sector and as a Group Director within a large housing group, held accountability for a combined charitable portfolio supporting thousands of people.
A national voice on inclusion and social impact, Cam has spoken at national conferences across the housing, health and community sectors, holds a record-breaking national accreditation in diversity practice, and has co-funded and created published academic research with various leading UK universities which led to positive change across a number of areas.
Cam's commitment to social impact is rooted in her own lived experience - which continues to shape her drive to build the inclusive systems, organisations and opportunities that enable people and communities to thrive.
