Reflecting on 35 Years of ELBA: Pioneering Corporate Citizenship and Community Impact

Above image: historical image of Truman Brewery in East London’s Brick Lane, where ELBA’s offices once sat

Written by Julie Hutchinson, ELBA CEO

As we mark ELBA’s 35th anniversary, we reflect on the journey we have been on.

Since our inception, ELBA has been at the forefront of creating opportunities for businesses to engage meaningfully with the communities they operate in, building a place-based model that has not only shaped and improved the life prospects of the communities we serve but has also contributed to redefining corporate social responsibility (CSR) across the capital.

Shaping Corporate Citizenship in London – In the late 1980s, when ELBA was founded, CSR was in its infancy. Businesses were primarily concerned with philanthropy and donations – with limited thought given to the long-term social and economic outcomes for local communities. ELBA recognised early on that businesses could be more than just funders; they could be active partners in tackling the challenges facing those from poorer socio-economic backgrounds.

Our approach was to build bridges between corporate entities and local stakeholders, creating mechanisms that allowed businesses to leverage not just their financial resources, but also their expertise, networks, and influence.

Over the past 35 years, CSR has evolved from a fringe concern to a strategic priority for our corporate partners. The language has shifted too — CSR has expanded into corporate citizenship and social purpose, with businesses increasingly recognising their responsibility to contribute to social mobility, diversity, and inclusive growth. ELBA has been instrumental in this shift, helping to shape the case for businesses to invest in deep, local impact. From volunteering and mentoring to governance and leadership, ELBA has provided the tools, networks, and strategies that have allowed businesses to not only give back but to invest in the future of their communities.

The Transformation of east London – The transformation of east London over the past three decades has been remarkable. Once one of the most deprived areas of the country, east London has seen significant investment, regeneration and growth. Landmarks such as Canary Wharf and the Queen Elizabeth Olympic Park have brought opportunities and optimism, while education attainment has improved significantly — most notably, with GCSE results rising to national averages, a far cry from where we started.

Yet, as we celebrate these successes, it’s important to recognise the challenges that persist. Stubborn inequalities remain entrenched across our region, particularly in terms of health disparities, access to services and employment opportunities. The area may have been physically transformed, but fairness and equity remain a distant dream for many. It’s here where ELBA continues to focus its efforts, knowing that much work remains to be done.

Addressing Inequality and Driving Social Mobility – ELBA’s mission has always been about addressing these deep-seated inequalities, and the role of business in driving social mobility has never been more critical. Over the years, we’ve worked with businesses to develop programmes that go beyond surface-level engagement, embedding long-term commitments to diversity and inclusion, skills development, and employment opportunities. Our work in education, for example, in mentoring – has not only supported young people to achieve better outcomes at GCSE but has also created pathways into higher education and employment for those who might otherwise have been left behind.

Similarly, our focus on governance and leadership has seen business leaders take on roles as trustees and non-executive directors across the public and voluntary sectors, bringing much-needed expertise to these organisations. These partnerships have deepened the relationship between businesses and local communities, ensuring that corporate involvement goes beyond financial contributions to make a real difference on the ground.

The power of place in today’s national and international CSR and corporate purpose landscape. ELBA’s place-based partnership model is essential for building community cohesion, particularly in the current global context where social and political divisions are growing. We bring together local stakeholders — residents, businesses, schools, local government, and charities — around shared goals.

We build community cohesion by:

1. Building Trust and Shared Identity

ELBA’s partnerships are rooted in a specific place, and therefore offer a greater opportunity to foster a sense of shared identity. Local people see that the partnerships with corporates directly benefit their communities, which builds trust between stakeholders. In contrast, national or international projects can sometimes feel abstract or disconnected from local needs. Place-based initiatives, however, allow for deep, sustained engagement with community members, helping them feel more involved and invested in the outcomes. This sense of ownership is crucial for addressing current challenges, where polarisation and fragmentation are increasing.

2. Responsive and Tailored Solutions

Every community has unique needs and strengths, ELBA’s place-based partnerships allow for tailored, responsive solutions. What works in one city or region may not work in another, so a blanket national approach might miss the mark. By working closely with local leaders and community members, businesses and charities can co-create programmes that address specific challenges.

This local knowledge makes the partnership more effective at delivering real outcomes.

3. Stronger Accountability and Transparency

Because ELBA’s place-based partnerships operate in smaller, defined areas, there’s a higher level of visibility and accountability. The results of the partnership are often immediately observable — whether it’s more jobs, lor stronger charities, non-profits and services. This makes measuring impact more transparent and easier to track.

Unlike national or international projects where results may be diffused or delayed, place-based initiatives allow partners to collect data on specific indicators (e.g., local employment rates, school performance, health outcomes) in real time. With better proximity to the outcomes, it’s easier to adjust and iterate projects based on what’s working. This adaptability, tied to localised data, enhances the precision of impact measurement.

4. Community Empowerment and Engagement

By focusing on place, our partnerships empower communities to be part of the solution rather than just recipients of external aid or interventions. When local residents are engaged as active participants, rather than passive beneficiaries, it strengthens social ties and fosters a sense of responsibility towards one another.

In an era of global conflict and economic uncertainty, this empowerment is vital for resilience. Community-led initiatives provide opportunities for dialogue and collaboration across social divides, helping to prevent or reduce tensions that can arise from external shocks. The result is a more cohesive, resilient community that’s better equipped to tackle future challenges.

5. Long-term Sustainability

ELBA’s place-based partnerships had created lasting change by embedding ourselves within the fabric of our communities. Alongside our corporate partners and stakeholders, we have invested in out places over time. This long-term investment contrasts with national or international initiatives that may be time-limited or constrained by shifting political or funding priorities.

Because of this longevity, ELBA’s work provides a clear picture of long-term impact.

6. Local Solutions to Global Problems

Though ELBA’s place-based partnerships are hyper-local, they contribute to solving global problems. Many of the issues we face — climate change, inequality, migration — manifest differently depending on geography. By piloting solutions in specific communities, businesses, and charities can create scalable models that others can adapt to their own localities.

ELBAs place-based partnerships are uniquely positioned to build stronger, more cohesive communities by fostering trust, delivering tailored solutions, and creating sustainable change. In the current global climate, where divisive narratives are prevalent, the ability of place-based initiatives to unite stakeholders and provide a clear, measurable impact is more valuable than ever. These partnerships bring together the strengths of diverse actors, ensuring that solutions are community-driven and context-specific, while offering clearer pathways to measuring and scaling success.

The Road Ahead: Building on Success – As we look to the future, ELBA’s role remains as vital as ever. The inequalities that persist in our places — whether in health, or access to quality services or jobs — require long-term, committed partnerships between businesses, government, and communities. Our 35-year history demonstrates that when businesses invest in their local areas, the benefits are profound and far-reaching. But there is still much more to be done.

We are committed to continuing our work to ensure that businesses in London play a central role in creating a fairer, more inclusive city. By addressing inequality head-on, supporting social mobility, and fostering deep local impact, we can help ensure that our boroughs — and indeed, the whole of London — becomes a place where everyone can thrive.

As we celebrate this milestone, we do so with a renewed sense of purpose and a commitment to building on the foundations we have laid, ensuring that our next 35 years are just as impactful as the last.

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