Small businesses across the UK say sustainability means different things depending on the work they do and the pressures they face. From the day-to-day realities of metal fabrication in Newcastle Upon Tyne, to a jewellery makers in Surrey, to protecting wellbeing in Sussex. New interviews from Series 11 of the Novuna Sustainable Business Podcast show how business owners are adapting and shaping sustainability around the realities of their daily work.
That picture is backed up by new Novuna Business Finance research of 1,000 small business owners. Almost nine in ten (89%) said sustainability issues are on their radar for 2026, even if many can only take small, practical steps. Over one in three (32%) say it is core to their business culture, while many see clear business benefits but can only move gradually due to time and cost pressures.
The latest episodes feature three very different small businesses, each showing what sustainability looks like in practice:
Halman Thompson is a family‑run metal fabrication business working on bespoke architectural and commercial projects across the North East. Their work involves precision engineering, high‑value materials and tight turnaround times — all of which shape how they think about waste, efficiency and long‑term durability. Managing Director Josh Thompson sees sustainability as rooted in efficiency. “You can’t afford to waste anything in this line of work,” he says. “Metal and energy are expensive… we save every offcut and make things that won’t need replacing.” For him, sustainability is built into everyday decisions, and by the very nature of the product, sustainability is embedded naturally into the business’s long‑term plans.
Ostara London is a Surrey‑based jewellery studio specialising in bespoke pieces made with lab‑grown diamonds and reworked heirloom materials. Their craft‑led approach means sustainability is tied to design choices, customer expectations and the emotional value of giving old pieces a new life. Co-founders Rosie Verrell and Sam Low define sustainability through circularity. “People don’t want throwaway pieces anymore,” Rosie says. “They come to us with jewellery that already has a story, and they want us to remake it into something new.” Their bespoke studio shows how sustainability can be customer‑led and rooted in craft.
Awakening the Moon is a wellbeing practice in Sussex offering holistic therapies and one‑to‑one support for clients. As a solo‑run business, sustainability is closely tied to the founder’s own capacity, boundaries and ability to maintain a healthy pace of work. Founder Natalie Williamson is very aware of her limitations, “If I burn out, the business burns out — it’s as simple as that,” she says. For her, sustainability is about setting boundaries and working at a pace that allows her to support clients without compromising her own health
Jo Morris, Head of Insight at Novuna Business Finance, commented: “I’d like to thank our three business owners for sharing their stories. What’s interesting from all our conversations is that every small business approaches sustainability in a way that reflects who they are and what they do. What stood out was how this plays out in very practical ways – whether that’s cutting down waste, giving old materials a new purpose, keeping grassroots spaces open or protecting their own wellbeing.
At Novuna Business Finance, we listen closely to small business owners because their insights help shape how we support them in a meaningful way – whether that’s helping them invest in more efficient equipment, adapt to changing demands or take steps towards becoming more sustainable over time. These conversations are a reminder that being green doesn’t have to be complicated, it is often the small, well thought out decisions supported by the right investment that keep a business moving in the right direction.”