Uniting 38,000 employees behind a sustainable vision.

Issue
In 2023, Whitbread set out with a bold ambition: to turn Force for Good (FFG) – its sustainability and social impact programme – into more than just policy. It needed to become a lived reality for all 38,000 team members across hundreds of Premier Inn hotels, restaurants, and support centres in the UK and Germany. The challenge? Scale. How could Whitbread ensure every employee understood their role, stayed motivated, and felt connected to a shared purpose?

Insight
Through Our Voice forums and annual engagement surveys, one insight rose above the rest: people felt most engaged when their actions had a visible, real-world impact. Whether saving energy in a hotel kitchen, volunteering locally, or mentoring apprentices, team members wanted to know their efforts mattered. At the same time, brand visibility and creative consistency proved essential. Without a clear, energising identity and tone of voice for FFG, it risked being seen as another corporate initiative rather than a unifying movement.

Idea
Whitbread built a powerful internal communications system to embed Force for Good (FFG) into the fabric of its culture. WINcards tracked sustainability metrics alongside commercial KPIs, positioning purpose alongside performance. Our Voice reps regularly fed frontline insights into strategic decisions, while internal channels celebrated sustainability stories. D&I networks and training helped team members engage with the “Opportunity” pillar, and executive leaders championed the mission with updates and recognition. Collaborating with Internal Comms, the Studio acted as guardians of FFG’s visual and narrative identity – ensuring consistency and inspiration across every touchpoint, and transforming FFG into a distinctive and motivating movement.

Impact
In 2023/24, 79% of employees said they were proud to work for Whitbread. The company supported 340 completed apprenticeships and was named a Top Employer for the 14th consecutive year. Female leadership reached 39.8%, with ethnic minority leadership at 9.1%. These milestones reflect a workforce united by purpose and empowered by a strong, consistent FFG identity.