• Adaire Fox-Martin, Executive Board Member at SAP, announced as Global Buy Social Ambassador to help the world’s biggest businesses find a better way to grow.
  • Buy Social Corporate Challenge impact report shows that a total of £91,545,356 has been collectively spent by Buy Social Corporate Challenge partners to date.
  • 24 of the UK’s biggest businesses have signed up to the Buy Social Corporate Challenge, aiming to collectively spend £1 billion with social enterprise suppliers – businesses which trade for a social or environmental purpose. 
  • Some of the leading companies that are forging the Buy Social change include Amey PLC with their aim to achieve 5% of addressable spend going to social enterprises by 2023, Foodbuy with their focus on pushing social enterprise further into the food and drink sector, Johnson & Johnson with their 6-year track record of buying social and Nationwide Building Society with their success in collaborating with strategic providers on social procurement

LONDON, United Kingdom — 24 September 2020: As social enterprises across the globe step onto the world stage at the Social Enterprise World Forum this week (21st – 25th September). Social Enterprise UK (SEUK) releases today their Year 4 Impact Report of the Buy Social Corporate Challenge, and announces Adaire Fox-Martin, Executive Board Member at SAP, as Global Ambassador to drive the Buy Social Corporate Challenge forward into new territories.

Since the Buy Social Corporate Challenge was launched at Number 11 Downing Street four years ago, a total of £91,545,356 was collectively spent by its corporate buyers. The number of businesses who have signed up to the challenge has risen from 7 to 24, representing a broad section of the economy from high-profile construction and facilities management companies, to leading lights in the healthcare, tech and professional services industries. Infrastructure provider Amey PLC has set itself a target of achieving 5% of addressable spend going to social enterprise suppliers by the end of 2023. Foodbuy (part of Compass Group) is running a high-profile campaign to push social enterprises further into the food and drink sector. Johnson & Johnson has worked with well over 50 social enterprise suppliers in the UK over the last 6 years. Nationwide Building Society has successfully introduced social procurement to a number of its strategic providers through its events and wider advocacy.

Additionally, Adaire Fox-Martin, Executive Board Member at global software giant SAP and named among the top 50 most powerful women in the world by Fortune magazine, has been named as the first official Global Buy Social Ambassador. With her extensive experience in connecting and delivering solutions to some of the largest organizations around the globe, Adaire will help grow markets and build capacity for social enterprises across the globe, encouraging other leading businesses to integrate social businesses into their supply chains. 

Commenting on her appointment, Adaire Fox-Martin said:  

“The concept of social enterprise underlies SAP’s very mission: to help the world run better and improve people’s lives. It is clear that purpose and profit can and must co-exist. The social enterprise movement isn’t only evidence; it’s inspiration. Corporates have a profound role to play – buying social isn’t just corporate philanthropy or even traditional corporate social responsibility. This is about having an environmental or social mission woven into the fabric of your business. And this is what it’s going to take if we are to overcome the challenges we face today.”

1,253 jobs have been created directly or indirectly at social enterprises over the last four years as a result of contracts with Buy Social Corporate Challenge partners. Every pound spent with a social enterprise helps reduce inequalities and enables businesses to do their part to help build back better. 

Commenting on the Year 4 Report, Peter Holbrook Chief Executive at Social Enterprise UK said:

“The Buy Social Corporate Challenge has continued to go from strength to. The idea behind the Challenge is a simple one – that everyday business spend can be used to change lives. With a jobs crisis looming, now is the time for businesses to look at their social and environmental impact and recognise the power and influence they can have in building a fairer, more sustainable economy


Images are downloadable here –

YouTube video link announcing Adaire as Global Ambassador for Buy Social here –

Notes to Editors

The Year 4 Impact Report will be available at on Thursday 24 September.

For more information about Adaire Fox Martin, Global Ambassador for Buy Social and the Buy Social Corporate Challenge contact or

About the Buy Social Corporate Challenge:

The Challenge is run by Social Enterprise UK, the membership body for UK social enterprises in partnership with the Department for Digital, Culture, Media and Sport. The 24 current Corporate Challenge Partners are – Amey, AstraZeneca, BP, Barclays, CBRE, Deloitte, Engie, Foodbuy, ISG, Johnson & Johnson, Landmarc, Lendlease, Linklaters, LV=. Mitie, Motorola Solutions, Nationwide, PwC, Robertson, SAP, Siemens, Wates, Wilmott Dixon and Zurich.

The Key Findings of the Year 4 Impact Report are:

  • A total of £91,545,356 was spent collectively by Buy Social Corporate Challenge Partners in years 1-4 of the Challenge.
  • Year 4 was the strongest year of the campaign so far with £26,344,535 spent in total by Challenge Partners.
  • 1,253 jobs were directly or indirectly created at social enterprises in years 1-4 as a result of Buy Social Corporate Challenge trade.
  • Buy Social Corporate Challenge partners reported that the number one benefit in working with social enterprise suppliers is increased supplier diversity – helping them to build supply chains which more accurately reflect the diversity of the communities the companies operate in.
  • 100% of Buy Social Corporate Challenge partners report that social enterprises deliver comparable or higher quality compared with other suppliers
  • 78% of Buy Social Corporate Challenge partners report that social enterprises are cost neutral or cheaper compared with other suppliers

About Adaire Fox-Martin:

As a member of the Executive Board of SAP SE, Adaire Fox-Martin leads Customer Success, the global sales, services and customer engagement organization. She is responsible for SAP’s business across the globe with a resolute focus on the success of over 440,000 customers and nearly 40,000 employees. Adaire and her team maintain an unwavering commitment to providing extraordinary experiences while recognizing the unique business demands of each customer.

Prior to her current role, Adaire served as an SAP Executive Board Member leading Global Customer Operations with more than 14,000 employees. In Adaire’s current role, that team is now part of Customer Success.

Before serving on the Executive Board of SAP, Adaire was President of SAP’s business in APJ, where she ran the company’s multi-functional sales and operations organizations. Her inspirational, dynamic and empathetic leadership style served as the foundation for the company’s transformation and success across the region.

Adaire is a respected thought leader and a regular speaker and panelist at global conferences. She is a passionate advocate of social entrepreneurship, workplace inclusivity and fulfillment.

Adaire founded the SAP One Billion Lives Ventures, a social intrapreneurship program focused on improving the lives of one billion people around the world through creation of sustainable business ventures that have social mission at the core of their operations. With Adaire’s support, SAP and Social Enterprise UK have created a dedicated online content channel, that promotes current thinking from the world of social enterprise. Taking the name from its purpose – to improve one billion lives – the One Billion Lives platform aims to bring social entrepreneurs and corporate leaders closer together to accelerate the movement.

In 2019, Adaire was named to Fortune Magazine’s Top 50 Most Powerful Women International List for the third time running.

Adaire currently resides in Germany with her husband. She is a graduate of Trinity College in Dublin, Ireland.

About SAP and the Global Ambassador role:

SAP are a leading member of the Buy Social Corporate Challenge and the appointment of Adaire Fox-Martin as a global ambassador will further unlock the true potential of social enterprises through encouraging more businesses to drive social and environmental value through their supply chains, in many different territories across the globe.