Business should be rooted in humanity and values

Modern business must shift from a purely profit-driven, shareholder-focused model to one built on love, kindness, and moral purpose, urged Portas. Inspired by her family and the world her children will inherit, she advocated for businesses to operate with empathy and humanity, just as we do in our personal relationships.

The patriarchal business model is broken

Describing herself as the complete antithesis to Sheryl Sandberg, former chief operating officer of Facebook parent Meta, Portas argued that the current business world was designed by and for alpha males, perpetuating unsustainable, exploitative practices. She contrasted this with businesses that embrace feminine principles – care, collaboration, and sustainability – as seen in models like Patagonia, a US retailer specialising in outdoor clothing and gear, where profit serves people and the planet. “I was in New York on a Black Friday,” she explained. “Every business was doing sales – except Patagonia, which had its ‘Don’t Buy This Jacket – reduce, repair, reuse, recycle, reimagine’ campaign. It was just magical.”

Conscious consumerism and leadership matter

Portas emphasised the power of choice, how every pound we spend is a vote for the kind of world we want. “Every time we go on Amazon, we feed the beast,” she said. She challenged individuals and business leaders to become more conscious of their impact, promoting B-Corps and ethical businesses as the path forward.

Better Business Act and policy reform

As co-chair of the Better Business Act campaign, Portas is spearheading a movement to legally require businesses to consider people, planet, and profit – not just shareholders. This would hold companies accountable for harm (like those water company bosses in the UK responsible for sewage spills) and incentivise long-term, sustainable decision-making.

Now is a time for creative change

Despite the challenges, Portas described this as most creative and hopeful time in business. She celebrated innovative brands like “Who Gives a Crap” for reimagining mundane products with purpose. “What’s travel’s version of that,” she asked? Her call to action: rethink what business can be, inspire change through storytelling, and build a better future grounded in values.

Sustainability is the new beauty

Agent Nadine Brady, founder of Limelight Escapes, asked Portas how she could convince her clients, which include premiership footballers, to book more positive impact holidays. “You have to make it the modern, sexy, beautiful alternative – that’s how you inspire them. Sustainability is a much deeper beauty and that’s what we need to harness,” advised Portas.

More from the TTG Fairer Travel Event

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• Eight responsible travel tips to help drive real change