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Practically purposeful: Why social value needs its Mary Poppins moment
Many organisations have pledged to make a difference through social value – but are they really helping communities to thrive?
In this Perspectives article, Group Director of Social Value, Helen Longfils, reflects on Mitie’s deepened commitment to social value and how we’re making sure it delivers real impact.
When I was little, I wanted to be Mary Poppins. Not for the singing or flying with the umbrella (although the magic was undeniably part of the charm), but because of the way she transformed lives. She didn’t just tidy up a messy nursery or brighten a dull day with pavement painting: she created lasting change. That idea of making a difference – uplifting others, leaving a legacy – has stuck with me.
Now, as Group Director of Social Value at Mitie, I realise that childhood aspiration has influenced my career path today. Social value is about creating lasting change, helping people and communities thrive, and knowing when to step back so others can grow. To repeat a well-known Mary Poppins phrase, it’s not quite about being “practically perfect in every way,” but about knowing what matters most, and focusing efforts where they make the biggest difference.
That’s the spirit behind Plan Thrive, Mitie’s bold new social value strategy. We’re moving beyond simply doing good things; we’re aligning our actions with a deeper purpose. That’s why over the next three years we’ve pledged to:
- Uplift one million lives
- Support 1,000 places to succeed
- Champion inclusive partnerships across the country
- Measure and report our results transparently
What does it mean to thrive?
Earlier this year, Mitie asked 2,000 adults from around the UK what thriving really means to them. The survey results were eye-opening, demonstrating a disconnect between what people believe thriving means and their lived reality. Just 18% feel they are thriving, while 37% said they are ‘just getting by’. And when we asked them what the biggest drivers in thriving are, over half (52%) said financial stability is the most critical factor, while quality sleep came in at 48%, followed by a good work/life balance at 43%.
These results demonstrate why the time is right for an initiative like Plan Thrive, with Mitie playing a critical role. Thriving communities start with opportunities. Good jobs provide financial stability and change lives, not just for individuals, but their families and society.
Mitie’s step-change for social value
Social value isn’t new. It’s increasingly baked into business models, particularly in the public sector, where legislation such as PPNs 06/20 and 002 means Government suppliers must deliver contractually-binding social value commitments. Similarly, more and more organisations are pursuing initiatives like B Corp certification to demonstrate social and environmental responsibility. The workforce also cares about this topic. The Deloitte 2025 Gen Z and Millennial Survey found 44% of Gen Zs and 45% of millennials have left roles they felt lacked purpose, while 40% of both groups have rejected an employer or assignment based on their own ethics. So, leading in social value can help an organisation win and keep the best talent.
Of course, I’m delighted social value is becoming more widespread. However, while it is everywhere, it’s important to make sure it is leading somewhere. Social value must have tangible impact. Lots of initiatives don’t automatically lead to systemic change. And the risk of lots of initiatives is that the things that are easiest to measure or count are prioritised over what is needed.
The Mary Poppins parallel fits here as well. Her work wasn’t about a checklist or chasing praise – it was about making changes that allowed others to thrive. Similarly, Plan Thrive aims to put substance over style. I’d sum up the ideal approach as:
- Less shopping list…More strategy
- Less PR…More purpose
- Fewer promises…More proof (Mitie is measuring impact through our partnership with Thrive Platform)
- Fewer activities in isolation…More co-creation
Practically purposeful
Through Plan Thrive – drawing on our expertise as the UK’s leading facilities management company with 76,000 colleagues – we’ll create change that brings the financial stability shown to be so crucial for thriving. Plan Thrive activities include:
- Inclusive recruitment to break down barriers to employment
- Mentoring and training to empower the transition into work, especially for disadvantaged groups
- Structured learning and development to create future-ready skills for sustainable careers
- Giving back through volunteering and community initiatives
- Investing in local infrastructure and building green spaces
- Deepening relationships with supply chain, customers and social value partners to deliver more impact, together.
Plan Thrive has been designed to make sure our social value is baked into our business model and really delivers results. It isn’t the cherry on the cake. It is the cake.
Returning to the Mary Poppins analogy, it’s not about chasing perfection. Rather it’s about being “practically purposeful”. Personally, I couldn’t be prouder to help lead this chapter of Mitie’s story. Because thriving communities aren’t just good for the people who live in them. They’re essential for the organisations, businesses, and partners who help build them – and for future generations who will benefit from that legacy.
Do you agree with Helen? Tell us what you think by emailing: Helen.Longfils@mitie.com
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