The DNA of BELU

At Belu we don’t have traditional corporate values. We’re driven by our purpose: to change the way the world sees water by 2030. It’s a lofty goal but we’re more than up for the challenge and have already made headway.

Our DNA, or Belu ‘genes’, half culture-half encoded guide, helps us make good decisions. 

MINIMISING OUR IMPACT

We think environment first always. Minimising our impact on the planet with a sustainable business model that creates profit to maximise our social aims. We consider our environmental impact in everything we do, continually looking for ways to remove or reduce it. We look for opportunities to set new standards for what good business looks like. 

TRANSPARENT, ETHICAL AND NOT AFRAID TO BE DIFFERENT 

We work in the most transparent and sustainable ways possible, holding ourselves and our partners accountable for ensuring our ethics are not compromised. We are not afraid to be different from other organisations and many times have found success comes from countering instead of following.

GOOD FOR OUR CUSTOMERS AND PARTNERS 

Through doing good business and being good to do business with, we can have a greater overall positive impact. This means us taking the lead in creating constructive and productive partnerships and collaborations. We can achieve much more by working with others than we can ever do on our own.

INVESTING NOT SPENDING

We prioritise carefully, investing our money and time in activities with the greatest outcomes. Our investments must be sustainable because we are a business, not a charity. We are creative at finding solutions and making things happen. We invest in UK nature based projects and work with organisations to raise awareness of water footprinting research.

WE ALL TAKE ACCOUNTABILITY 

We are still a small team and need to work hard, together, to achieve our ambitions with mutual trust and respect, always supporting each other. We value the talent, skills and experiences that we each bring and are open-minded to continually learning.

ENTREPRENEURIAL WITH HIGH STANDARDS 

We are willing to try new things and take calculated risks. We identify opportunities that align with our strategy and act on them with pace. Inevitably we make some mistakes and value the chance to learn so we can quickly correct and not repeat them. We don’t settle for ‘good enough’ and are always determined to achieve high standards, even when doing so is hard.