When we picture creativity, it’s easy to imagine a lightning bolt moment – an inventor in a lab or an artist with a paintbrush. But creativity and innovation don’t always have to come with a capital ‘C’ or ‘I’. They can live in our everyday problem-solving, our quiet moments of reflection, and our willingness to try something new.
As we celebrate World Creativity and Innovation Day and this year’s theme, ‘Step Out and Innovate’, it’s time to rethink what innovation really means. It isn’t always about radical breakthroughs or disruptive technologies. Often, it starts much smaller – by making space for the kind of thinking that leads to meaningful change.
We often fill every spare moment with noise – scrolling, swiping, or catching up. But research shows that boredom can be a powerful trigger for creativity. When the mind is allowed to wander, it starts to make connections, explore new ideas, and solve problems in unexpected ways. In other words, boredom isn’t the enemy – it’s a space where imagination can stretch its legs.
We’ve all been taught to equate productivity with constant action. But the brain does its best creative work when it’s rested. Sleep, breaks, walks – even daydreaming – activate the default mode network in the brain, which plays a vital role in creative thinking. Innovation needs room to breathe. When we’re well-rested, we’re more likely to spot solutions others miss and approach challenges from fresh angles.
Creativity thrives in environments where people feel safe to speak up, challenge ideas, and take risks without fear of failure or ridicule. This is known as psychological safety, and it’s a key driver of innovation within teams. When we give people permission to experiment, learn from mistakes, and voice unconventional thoughts, we create the conditions where new ideas can emerge and grow.
One simple way to foster psychological safety is to model curiosity as a leader – actively listening, asking open-ended questions, and showing appreciation for different perspectives. For example, starting meetings with a “no bad ideas” brainstorm or explicitly acknowledging that failed experiments are a natural part of the process can help build trust and openness over time.
A small shift in your surroundings can trigger a big shift in perspective. Whether it’s working from a different location, taking meetings outside, or simply rearranging your workspace, changing your environment helps break routine patterns and stimulate fresh thinking. Creativity doesn’t always arrive at your desk; it often finds you when you step outside your usual frame.
Too many constraints can stifle creativity before it even begins. While structure is essential in most environments, occasionally loosening the rules – whether it’s removing deadlines for brainstorming or encouraging blue-sky thinking – can lead to more innovative outcomes. Letting go of “the way we’ve always done it” creates space for imagination to take the lead.
Alternatively, if you’re starting with a blank canvas, setting yourself a few parameters can actually help unlock creativity. Having no direction at all can feel overwhelming, but introducing some artificial constraints often gets the brain working in new and interesting ways. For example, artists might limit their colour palette, or musicians might restrict the instruments they use – these boundaries can spark fresh ideas and unexpected outcomes.
Diverse teams are more creative teams. Bringing together people from different departments, backgrounds or industries introduces new perspectives and helps challenge groupthink. If you’re stuck in a rut, try inviting someone outside your usual circle into the conversation – you might be surprised at what emerges from a fresh pair of eyes.
Creative thoughts rarely arrive on schedule. Having a way to capture ideas on the go – whether it’s a notebook, voice memo app, or shared team doc – means you’re ready when inspiration strikes. Encourage your team to do the same, and revisit those ideas regularly. Not every creative act changes the world, but each one changes something. Whether it’s a smarter workflow, a more engaging presentation, or a better way to connect with customers, day-to-day creativity adds up. Innovation doesn’t always announce itself. Sometimes, it’s just someone asking: “What if we tried it like this?”
As we mark World Creativity and Innovation Day, we’re reminded of the role creativity plays in addressing the biggest challenges we face – from the climate crisis to inequality. But also, in the smaller challenges we meet each day at work, in our communities, and in our personal lives.
So today, give yourself permission to pause. To be bored. To rest. To speak up. To suggest the unusual idea. Stepping out and innovating doesn’t have to be loud…it just has to be real!
Funding for place-based solutions to environmental challenges.
What is it? This grant programme supports innovative projects that promote spatial thinking and use place-based solutions to address environmental issues. All topics related to the following focus areas – Ocean, Land, Wildlife, Human Histories and Cultures, Planetary Health, and Space – are encouraged and will be considered.
Who is it for? Researchers, educators, and practitioners focusing on environmental solutions.
Deadline: 5th May 2025.
Funding for conservation projects worldwide.
What is it? The People’s Trust for Endangered Species (PTES) offers grants to support conservation projects that help protect endangered species and their habitats globally. Award funds between £3,000 and £10,000 per annum up to a maximum total of £20,000.
Who is it for? Conservation projects working on endangered species worldwide. Only accept grant requests from applicants already working and established in either the UK, UK overseas territories or any country not classified by the World Bank as high-income.
Deadline: 29th May 2025.
Grant Funding for local community projects in Sussex.
What is it? The Sussex Community Foundation provides grants to community projects that enhance the quality of life for residents in Sussex through various initiatives, including arts, education, and social welfare. From health and environment to employment and social isolation, they fund projects, services and core costs that help charities and community groups build their sustainability.
Who is it for? Charitable organisations and community groups in Sussex.
Deadline: Open
Supporting charitable causes and their vital work across the UK.
What is it? The Garfield Weston Foundation provides grants to charities in the UK to support a wide range of charitable activities, focusing on community needs, welfare, and cultural initiatives. Grants range from £1,000 to several million pounds, depending on each charity’s size and scope of work. The grants can be for an organisation’s running costs, for a specific activity or for capital projects.
Who is it for? UK-registered charities and not-for-profit organisations.
Deadline: Open
Funding collaborative R&D projects in telecommunications.
What is it? Celtic NEXT supports research and development projects focused on telecommunications, encouraging collaboration across European nations. CELTIC-NEXT Calls are the perfect opportunity to enable projects in the field of next-generation communications for the digital society that contribute to a sustainable world. Offer access to national public funding for your R&D project as well as a large community sharing your interests.
Who is it for? Businesses and research institutions in telecommunications and related fields.
Deadline: 25th April 2025.
Funding to enhance regional cyber security sectors and skills across the UK.
What is it? A competition offering UK registered organisations a share of up to £1.8 million to develop impactful regional activities and events aimed at growing the cyber security sector and addressing skills gaps.
Who is it for? UK registered businesses of any size, academic institutions, research and technology organisations (RTOs), charities, not-for-profits, and public sector organisations. Projects must be delivered in one of nine specified geographical areas and have endorsement from the respective area steering group.
Deadline: 30th April 2025.
Funding for innovative space weather data applications.
What is it? The European Space Agency (ESA) offers funding to businesses developing commercial applications using space weather data to enhance operational capabilities.
Who is it for? Businesses and organisations working on space weather data solutions.
Deadline: 2nd May 2025.
Smart Capital for Fintech Innovators
What is it? Mouro Capital invests in early to growth-stage fintech companies across Europe, North America, and Latin America, providing capital and strategic support.
Who is it for? Fintech startups and companies seeking investment to scale their innovations.
Deadline: Open
Funding innovative healthcare solutions.
What is it? The British Heart Foundation (BHF) provides funding to support innovative projects that improve healthcare delivery and patient care in cardiovascular health.
Who is it for? Healthcare professionals and UK researchers in cardiovascular health, either employed by an NHS organisation or UK academic institution. Projects can include working with other partners, such as the third sector and industry, where you think it will benefit people with cardiovascular disease.
Deadline: 28th April 2025.
Supporting innovative healthcare technologies.
What is it? The NIHR i4i THRIVE Programme provides funding for the development and evaluation of innovative healthcare technologies to improve patient outcomes. THRIVE offers up to £150,000 over 9 months to support the development of the technology and a structured programme of entrepreneurial training, mentoring, peer support and networking.
Who is it for? SMEs and academic organisations developing innovative health technologies.
Deadline: 16th May 2025.
Supporting community health initiatives.
What is it? AbbVie provides grants and donations to support community health programmes and initiatives that align with their commitment to improving patient outcomes.
Who is it for? Grants are awarded to health, science, learning and community-based projects undertaken by Healthcare Organisations or Charitable Institutions.
Deadline: Open
Grant funding for innovative projects across sectors.
What is it? This competition offers funding for innovative projects that can deliver economic growth and societal benefits across various sectors.
Who is it for? UK registered businesses can apply for loans for innovative projects with strong commercial potential to significantly improve the UK economy.
Deadline: 7th May 2025.
Can’t find what you’re looking for?
If you can’t see a grant relevant to your industry, our curated grant opportunities finder contains an expansive array of the best national and local funding available across sectors.
Our team of expert consultants can help you identify different funding routes for your organisation that suits your business model and aspirations to grow. Whether you’re looking for bespoke grant funding opportunities, support with writing bids and tenders, or advice on preparing your pitch deck for investors, our experienced team can help you find an approach that’s right for you.
Speak to a member of our team today to start your funding journey.
Sussex Innovation has announced Accelerate50, a competition to identify the most game-changing scale-up in the local business community. The winning company will receive a grand prize acceleration package worth £50,000 – including a free office for a whole year.
The contest is explicitly aimed at businesses with scale-up potential, an area of focus for both Sussex Innovation and the UK government’s economic strategy. In last year’s annual report, the Scale-Up Institute highlighted 5 key challenges that hold back British businesses bridging the gap from start-up to scale-up. By offering this prize, Sussex Innovation seeks to address the ‘Infrastructure Gap’ that limits access to the space and R&D facilities that afford businesses the opportunity to expand.
“With the Accelerate50 competition, we’re hoping that we can have the biggest possible impact as the home of scale-ups in Sussex,” said Nigel Lambe, Chief Executive of Sussex Innovation. We know that hubs like ours are tremendously beneficial to companies navigating that growth journey, helping them to find a community of support, build strategic and leadership skills, and access the talent and financial resources they need to help them scale.
“If, by giving away this package of support free of charge, we can encourage a brilliant business to fulfil its potential and have a significant impact on our local economy, we believe that the cost to us will be repaid tenfold.”
Accelerate50 is open to any Sussex-based business of more than 4 staff, and the winner will be judged according to three parameters that are critical for growth: ambition, innovation and scalability. Applications must be made before 7th May at the competition page, with the winners announced following a final interview on 20th May.
The winning company will receive a high impact 12-month acceleration prize, which includes:
Scaleups are the UK’s powerhouse businesses, generating around £1.4 trillion in revenue and employing 3.2 million people. These high-growth companies are vital to the economy, yet they continue to face challenges that limit their growth. The Scaleup Institute’s 2024 Annual Review highlights the key barriers preventing scaleups from accelerating their success – and, more importantly, how our business community can help.
Today, as the UK rebounds from the post-pandemic slowdown, the number of scaleups has grown to 34,180 – an increase of 27% since 2013. An additional 16,450 businesses are in the pipeline, spanning all regions and sectors. Despite making up just 0.6% of UK businesses, scaleups now contribute over half of SME output, highlighting their outsized impact on the economy. So what are the key takeways?
To unlock the full potential of scaleups, we need to take action. One of the recommended ways to support these businesses is by improving access to key markets. Initiatives such as ‘meet the buyer’ events can help scaleups connect with major corporations and government contracts, giving them the opportunities they need to grow. Sussex Innovation is exploring new models to make these introductions with industry experts more accessible and to help foster connections across different sectors – find out more about joining our members community and accessing the benefits of our network here.
Attracting and retaining skilled talent is also identified as a crucial challenge. Programs that connect businesses with the right people can ease recruitment pressures, ensuring scaleups have the expertise they need to thrive. Expanding access to investment beyond London is equally important – by decentralising funding opportunities, scaleups across the UK can secure the backing they need to scale successfully. If you’re looking to recruit top talent, why not join us at our latest ‘future of tech talent‘ event, or explore opportunities to hire young talent from the University of Sussex here.
Leadership development and collaborative workspaces also play a vital role in sustaining scaleup growth. Tailored training programs can help founders build strong, resilient teams, while well-equipped spaces and local networks provide the infrastructure needed for long-term success. If you’re a Sussex business seeking investment, get in touch to learn more about the University of Sussex Business Angels Investor Network here and find out more about our smart spaces for scaleups.
Startup culture is often celebrated for its potential to drive innovation, but scaleups represent an even greater economic opportunity. The ScaleUp Institute’s work highlights key policy interventions that can accelerate their success. As the government advances its industrial strategy to create a more resilient and innovative economy, scaleups must be at the heart of the UK’s economic agenda.
These businesses are not just growing; they are creating jobs, driving innovation, and building a more sustainable future. Supporting them isn’t just good business – it’s essential for the UK’s economic growth.
Read the Full 2024 Annual Review here
Funding to develop international partnerships in environmental sciences.
What is it? This fund aims to support the establishment of new global partnerships that address pressing environmental challenges. It encourages innovative collaborations between UK researchers and international counterparts to foster impactful research and knowledge exchange.
Who is it for? Open to UK-based organisations and researchers working in environmental sciences who seek to collaborate with international partners.
Deadline: 3rd April 2025
Funding for feasibility studies focused on innovative clean maritime solutions.
What is it? This competition supports projects that aim to demonstrate innovative solutions to reduce emissions in the maritime sector. It encourages the development of sustainable technologies and practices to contribute to a cleaner maritime industry.
Who is it for? Open to UK-based businesses and organisations involved in maritime technology or related sectors, including academia and research institutions.
Deadline: 16th April 2025
Funding for humanitarian, cultural, and wildlife projects.
What is it? The Rhododendron Trust provides grants ranging from £1,000 to £2,000 to UK-registered charities focused on welfare projects in the UK and developing countries, as well as cultural and wildlife initiatives.
Who is it for? Open to registered charities in the UK engaged in humanitarian, cultural, or wildlife projects.
Deadline: Open (Funding decisions made annually in March)
Enhancing cyber security for small organisations in high-risk sectors.
What is it? A UK Government initiative offering practical support to help small organisations implement baseline security controls and achieve Cyber Essentials Plus certification, aiming to prevent common types of cyber attacks.
Who is it for? UK-registered micro or small businesses (1 to 49 employees) operating in sectors such as quantum technologies, artificial intelligence, semiconductors, engineering biology, synthetic biology, advanced materials, advanced robotics, fusion energy, and space/satellites.
Deadline: Open
Investing in early-stage innovations from the UK’s science and knowledge base.
What is it? An early-stage venture capital fund supporting innovations in engineering biology, defence and security, fusion energy, and space. The fund helps turn scientific discoveries into high-growth businesses, driving economic and societal impact.
Who is it for? UK-based early-stage innovators linked to UKI2S research campuses or partner institutions. Investments range from £100,000 to £500,000, with potential follow-on funding up to £1.5 million.
Deadline: Open
Exploring the impact of mobility on health through interdisciplinary research.
What is it? A funding initiative supporting research on how mobility influences health, well-being, and broader health determinants. The program encourages interdisciplinary collaboration across geographical and sectoral boundaries.
Who is it for? Researchers from HICs and LMICs are eligible to apply. Projects should involve close collaboration with local communities, non-academic stakeholders, and other relevant actors to ensure comprehensive and impactful research outcomes. Every applicant must at least hold a PhD (or have equivalent academic experience).
Deadline: 25th March 2025.
Funding bold ideas to prevent, diagnose, and treat cancer.
What is it? Worldwide Cancer Research is offering project grants to support discovery research that could lead to breakthroughs in cancer prevention, diagnosis, or treatment.
Who is it for? Open to visionary scientists worldwide, regardless of location or cancer type, who have innovative ideas that align with the charity’s research strategy and funding criteria.
Deadline: 31st March 2025
Supporting major investments in UK life sciences manufacturing.
What is it? The LSIMF provides capital grants to support the manufacture of human medicines, medical diagnostics, and MedTech products. The government has committed up to £520 million for life sciences manufacturing, to help deliver on the government’s missions to kickstart economic growth and to enhance UK health resilience.
Who is it for? Open to UK-registered private sector businesses, including product developers, contract development and manufacturing organisations, and generics manufacturers. Projects must be based in the UK, primarily involve capital investment, and require the grant to proceed.
Deadline: Open
Can’t find what you’re looking for?
If you can’t see a grant relevant to your industry, our curated grant opportunities finder contains an expansive array of the best national and local funding available across sectors.
Our team of expert consultants can help you identify different funding routes for your organisation that suits your business model and aspirations to grow. Whether you’re looking for bespoke grant funding opportunities, support with writing bids and tenders, or advice on preparing your pitch deck for investors, our experienced team can help you find an approach that’s right for you.
Speak to a member of our team today to start your funding journey.
Gaining certification can be more than just a badge of honor – it can be strategic move to enhance your company’s credibility, set yourself apart from competitors, and showcase your genuine commitment to ethical, environmental, and social responsibility.
“71% of Investors agree that companies should incorporate ESG or Sustainability directly into their corporate strategy” Source: Global Investor Survey 2024.
While the B-Corp certification is often seen as the gold standard, it may not be the best fit for every organisation, due to its rigorous requirements and associated costs. Fortunately, there’s a wealth of alternative certifications available that can align seamlessly with your company’s values and goals.
As businesses face growing pressure to be more transparent and socially responsible, certifications have started to grow into an industry in their own right. But getting certified isn’t just about ticking a box – it should be a considered decision that genuinely aligns with your business strategy.
As highlighted by ethical business expert Ruth Anslow in our recent Scale Up Brighton & Hove session, businesses tend to approach social impact and sustainability in one of three ways: Good by Design, Good by Evolution, and Good by Participation:
• Good by Design means building sustainability and social responsibility into the foundations of your business from the outset, ensuring ethical and environmental considerations shape everything from your products and services to your overall model.
• Good by Evolution is about continuous improvement – adapting and refining your practices over time and as your business scales to increase your positive impact and reduce your footprint.
• Good by Participation focuses on wider collaboration, actively involving employees, customers, and communities in external initiatives that drive change. This could be through corporate volunteering, networking groups, or supporting community-led projects.
Understanding where your business sits within these approaches can help shape a meaningful vision – one that fuels both innovation and impact.
Becoming certified and impact reporting are distinct yet complementary processes for businesses. Certification typically involves obtaining formal recognition from an accrediting body, demonstrating compliance with specific standards or criteria, such as sustainability or quality management. This process often requires thorough documentation and assessment, with certifications being audited and verified by a third party.
In contrast, impact reporting focuses on transparently communicating a business’s social, environmental, and economic effects. It entails collecting and analysing data to showcase how an organisation contributes to broader goals, such as community well-being or ecological sustainability. Whilst the two often go hand in hand, certifications give businesses formal validation and recognises their efforts, whereas impact reporting provides stakeholders with a narrative of the organisation’s ongoing contributions and achievements in making a difference.
A good starting point when thinking about certifications is to look at the UN Sustainable Development Goals (SDGs). These provide a clear framework for discussing sustainability and social responsibility, helping businesses identify key areas where they can make an impact. With around 83% of companies aligning their strategies with the SDGs but only 40% setting measurable commitments, there’s a clear opportunity for businesses to refine their approach. Certifications can play a vital role in this process, offering structured guidance and third-party validation to ensure organisations align with and meet their chosen SDG targets with credibility and accountability.
It’s crucial to assess the potential impact of a certification on both your organisation and the wider community. Are there other ways you can have a postive impact without investing in a formal certification? What certifications are the best fit for your industry? And, how will gaining a certification support your long-term goals as a organisation?
Your decision will largely depend on your values, audience, and sector. While B Corp is a well-known and comprehensive option, alternatives like 1% for the Planet, One Tree Planted, and Fairtrade also offer flexible, cost-effective ways to showcase your commitment. Ultimately, whether you choose certification or take a different path, what matters most is embedding sustainability and social responsibility into your business in a way that’s authentic, credible, and built to last.
With so many certifications to choose from, navigating these choices can be a daunting task. That’s why we’ve compiled a list of standout options to help you identify the best fit for your business:
If you need support in building your strategy and determining whether investment in certifications is right for your business, our team is here to help.
As Pancake Day flips into our calendars, it’s the perfect time to explore the innovative strides taking place in the UK’s plant-based food scene! Whether you’re drizzling maple syrup over a stack of vegan pancakes or savoring a plant-based feast, advancements in the food tech sector are ‘stirring up’ significant changes and reshaping our understanding of modern cuisine.
The UK’s plant-based food market has experienced remarkable growth in recent years. In 2024, plant-based food sales were expected to surpass £1.1 billion, with projections indicating continued expansion at a compound annual growth rate of 10.6% between 2022 and 2030. This surge is driven by increasing consumer awareness of health, environmental sustainability, and animal welfare. Notably, the demand for vegan options in quick-service restaurants has also risen significantly. In 2024, orders for vegan food in these establishments increased by 56%, reflecting a shift in consumer preferences toward plant-based alternatives.
Several UK-based brands have been at the forefront of plant-based innovation, offering diverse and tasty alternatives to traditional animal-based products. Here are ten key players making a significant impact:
Oato: Specializing in oat-based milk alternatives made from 100% British oats, Oato’s “Barista Whole” is recognised for its quality and sustainability.
MIGHTY: Based in Leeds, MIGHTY specialises in plant-based milk alternatives, particularly pea milk. Their products are known for being high in protein and free from artificial additives.
Hoxton Farms: Hoxton Farms specializes in cultured fat for plant-based meat alternatives using cellular agriculture, enhancing taste and texture without animal products.
OGGS: One of the UK’s largest plant-bakery & egg alternative businesses, OGGS offers aquafaba-based egg replacements to make plant-based cooking accessible.
THIS™ : Leading in hyper-realistic plant-based meats, THIS™ replicates chicken and pork textures using patented technology, appealing to flexitarians and vegans.
Huel: Launched in 2015, Huel provides nutritionally complete, plant-based meal replacements in convenient forms, catering to busy lifestyles.
Meatless Farm: Founded in Leeds, Meatless Farm creates plant-based meat alternatives, focusing on flavor and texture with proprietary pea and soy protein blends.
Better Dairy: Founded in 2020, Better Dairy focuses on producing animal-free dairy products using cellular agriculture, aiming to revolutionise the dairy industry.
The surge in plant-based food innovation in the UK is propelled by several key factors. Foremost is the growing consumer concern over environmental sustainability and health. Reports indicate that food systems account for about a third of greenhouse gas emissions, and transitioning to plant-based diets is recognised as a viable strategy to reduce these emissions and promote health. Additionally, the UK’s commitment to addressing climate change and public health challenges has further accelerated the plant-based movement.
However, the industry faces several notable challenges. The higher cost of plant-based products compared to traditional meat affects adoption rates, especially during economic downturns. Inflation has put prices in the frame, with health credentials and taste also under scrutiny.
Another major hurdle is the lack of facilities needed to process key ingredients like peas and fava beans, which are crucial for making plant-based products. Without these facilities, companies often have to rely on imports, driving up production costs and making it harder to build local supply chains. The market has also become increasingly competitive, with numerous brands vying for consumer attention. This intense competition has led some companies to withdraw their products as they struggle to keep pace. Consumer skepticism towards ultra-processed vegan foods and a shift back towards traditional diets have also posed challenges to the industry’s growth.
The plant-based movement in the UK is not just a fleeting trend but indicative of a broader shift in consumer behavior. A significant portion of the population now identifies as flexitarian, incorporating plant-based meals into their diets without fully committing to vegetarianism or veganism. This flexible approach has broadened the market for plant-based products, appealing to a diverse range of consumers.
However, the income squeeze and low consumer confidence have exerted pressure on the meat substitute market, with volume sales declining in 2024. The higher cost of meat substitutes compared to traditional meat products has led consumers to scrutinise their purchasing decisions. Despite these hurdles, the focus on sustainability and health-conscious eating presents significant growth opportunities as consumer spending gradually recovers.
As you indulge in your pancakes this upcoming Pancake Day, it’s worth reflecting on the dynamic and evolving landscape of plant-based innovation in the UK. With pioneering brands leading the way and a growing consumer base embracing plant-based choices, the future of vegan cuisine in the UK looks promising and delicious.
Grants to support charities and for-purpose organisations
What is it? The Delamere Dairy Foundation offers grants ranging from £1,000 to £5,000 to support projects aligned with its objectives, including the advancement of agriculture, environmental protection, youth development, education, and the relief of financial hardship and sickness.
Who is it for? Applications are welcome from charities and other organisations based in England, Scotland, and Wales whose work benefits local communities and aligns with the foundation’s core objectives. Charities and organisations can only apply once per calendar year.
Deadline: 28th February 2025
Empowering early-stage businesses to drive zero-emission and connected mobility innovations.
What is it? Mobilise is an 18-month accelerator programme offering up to £180,000 in grant funding across two phases, with the potential for an additional £75,000 booster fund. The programme provides business strategy guidance, technology development support, and mentoring to help companies develop robust strategies and accelerate their route to market.
Who is it for? UK-based micro, small, and medium-sized enterprises, start-ups, and university spinouts developing innovative automotive-related early-stage, zero-emission, or Connected and Automated Mobility (CAM) technologies, products, services, or solutions.
Deadline: 19th March 2025
Enhancing diversity and partnerships in environmental science.
What is it? The Natural Environment Research Council (NERC) is offering grants to explore ways to increase diversity in environmental science by attracting a wider talent pool and generating partnerships that showcase a broad range of people and skillsets contributing to NERC science.
Who is it for? This opportunity is open to research groups and individuals based at UK research organisations eligible for NERC funding. Applications are encouraged from individuals with multidisciplinary and interdisciplinary backgrounds at any career stage. Project co-leads may also be based at UK businesses, third sector, or government organisations.
Deadline: 1st April 2025
Tackling Productivity Challenges with AI Solutions.
What is it? The BridgeAI Innovation Exchange (iX), led by Innovate UK Business Connect, offers UK enterprises the opportunity to address critical productivity challenges by collaborating with AI solution providers. Challenge holders can benefit from cutting-edge AI solutions, with selected providers receiving grant funding of up to £50,000 per project.
Who is it for? The program is aimed at medium to large UK-based enterprises in high-growth potential sectors, including creative industries, construction, agriculture and food processing, and transportation. Applicants should have a defined productivity challenge, high-quality relevant data, and a commitment to collaborating with AI solution providers.
Deadline: 14th February 2025
Funding to Advance Quantum Imaging Technologies.
What is it? The fund aims to support the development of new business propositions that can accelerate the commercialization and application of innovative products and systems in the quantum imaging sector. Projects must concentrate on fostering the development of a new venture aimed at introducing quantum imaging technologies to the market.
Who is it for? These opportunities are open to collaborations between academic and non-academic partners, including businesses, focusing on advancing quantum imaging technologies. University spinout development teams across the UK are particularly encouraged to apply.
Deadline: Open
Building resilience through investment in life sciences manufacturing.
What is it? The LSIMF is a capital grants fund providing up to £520 million to enhance the UK’s health resilience by supporting the manufacturing of human medicines and medical technologies, including diagnostics and MedTech products. The fund aims to improve and speed up affordable access to established, new, and emerging life sciences products for both pandemic and non-pandemic needs.
Who is it for? UK registered businesses can apply for funding for life science manufacturing capital investment projects which help increase UK health resilience.
Deadline: 28th February 2025
Catalysing innovative research in early cancer detection and diagnosis.
What is it? The Early Detection and Diagnosis (ED&D) Primer Award, offered by Cancer Research UK, provides funding to stimulate research in the field of early cancer detection and diagnosis. The award supports pilot projects, development of novel technologies, and innovative models within ED&D. It also encourages the establishment of new collaborations and access to training to develop skills in this area.
Who is it for? The award is open to researchers from various disciplines, including biomedicine, engineering, physics, statistics, mathematics, chemistry, informatics, computer and data sciences, policy research, behavioural science, health systems research, and health economics. Applicants should demonstrate how their project will advance the field of early cancer detection and diagnosis.
Deadline: 27th March 2025
Supporting SMEs to Drive Economic Growth through Innovation.
What is it? Innovate UK is offering up to £25 million in loans to micro, small and medium sized enterprises (SMEs). The funding is aimed at supporting the development of innovative new products, processes, services, or business models with significant commercial potential to enhance the UK economy.
Who is it for? Open to UK-registered SMEs. Eligible businesses must carry out their project from or in the UK and intend to exploit the results in the UK
Deadline: 3rd March 2025
Financial support to accelerate innovative business ideas.
What is it? Enterprise Nation, in collaboration with Monzo, is offering grants totaling £25,000 to support small businesses and entrepreneurs in developing new products, services, or growth strategies. The grants are distributed as follows: £10,000 for first place, £8,000 for second place, and £7,000 for third place.
Who is it for? Open to UK-based businesses that have been trading for at least three months and no longer than six years. Applicants must have a UK business bank account (or be willing to open one), be registered as self-employed or as a business, and not be undergoing insolvency.
Deadline: 28th Febuary 2025
Can’t find what you’re looking for?
If you can’t see a grant relevant to your industry, our curated grant opportunities finder contains an expansive array of the best national and local funding available across sectors.
Our team of expert consultants can help you identify different funding routes for your organisation that suits your business model and aspirations to grow. Whether you’re looking for bespoke grant funding opportunities, support with writing bids and tenders, or advice on preparing your pitch deck for investors, our experienced team can help you find an approach that’s right for you.
Speak to a member of our team today to start your funding journey.
If your product or service is properly innovative, it’s often ahead of its time, and this presents a unique challenge when it comes to marketing. Traditional strategies, like leveraging existing demand through AdWords or specialist listings, often fall short when a product category doesn’t exist yet, or your audience isn’t searching for a solution to their problem. Moreover, articulating your concept succinctly and overcoming customer resistance to change—embodied in the mindset of “this is just the way we’ve always done it”—can be formidable obstacles.
At Sussex Innovation, many of our members are launching new and disruptive ideas, so our marketing consultancy team have become very familiar with this unique challenge. There’s no one-size-fits-all solution, but we have several strategies that we typically explore when confronted with a business that’s “ahead of its market”.
Educate the Market
Becoming the first to educate the market about your new product category is a unique opportunity to create effective and engaging content marketing.
Begin by clearly defining the problem your innovation addresses. Articulate the benefits of solving this problem in a way that resonates with your target audience. As marketing expert Seth Godin aptly puts it, “Don’t find customers for your product. Find products for your customers.” This means understanding your customers’ needs deeply and positioning your product as the solution they’ve been seeking.
Interviewing your prospective customers and looking for any trends or themes can be a great source of insights to inform both your product development, and the marketing content you use to promote it.
Harness the Power of Storytelling
Sharing the journey of how your idea came to fruition can humanise your brand and make your innovation more relatable. Discussing your “lightbulb moment” not only illustrates the value of your product but also builds a narrative that customers can connect with.
As Hannah Arendt noted, “Storytelling reveals meaning without committing the error of defining it.” By weaving a compelling story, you invite your audience to see the world through your eyes and understand the significance of your innovation.
Use Metaphor and Analogy
Sometimes we risk confusing our audience by going into an unnecessary level of detail before they are ready to hear what we have to say. Metaphor and analogy are powerful tools because they can very quickly build a sense of familiarity with an idea by comparing it to concepts we already understand.
A metaphor defines your business using a broad archetype that describes the way it solves the customer’s problem. Perhaps your product is a ‘beacon’ that helps customers avoid a ‘shipwreck’, or your service performs like a ‘pit crew’, jumping in to fix and fine tune things quickly and efficiently.
Analogy uses disruptive ideas that have gone before as a way to frame your own, like the famous pitch for the movie Alien that described it as “Jaws in space”. Start-ups often use analogy to secure people’s attention and understanding quickly; maybe you’re the “Netflix of L&D”, or the “4K TV of audio”.
Identify and Engage Early Adopters
Focus on individuals or businesses that acutely feel the problem your product addresses. These early adopters are often more open to new solutions and can become advocates for your innovation. Engaging with them can also provide valuable feedback and help to refine your offering.
Rather than marketing with a broad brush, spend your time, budget and attention on reaching a smaller number of the people who most want what you have to sell. Maybe there is a trade convention that directly serves your target industry, or an influencer informing the market – look for opportunities to share your message with those smaller, more dedicated audiences.
Learn from Successful Innovators
Consider the approach of Dollar Shave Club, which disrupted the traditional razor market. They launched with a humorous and straightforward YouTube video that clearly explained the problem—expensive razors—and their solution: an affordable subscription model. This video not only educated consumers but also told the story of their inception, resonating with early adopters seeking convenience and value.
When it comes to promoting B2B products, free trials and simple referral loops are often a winning strategy. If you have confidence in how good your product is, the trick is making it easy for people to experience and share it. Loom, the screen share and video recording platform, launched twice on new tech curation website Product Hunt in the space of a few months – first as a product designed for gathering user feedback and then, as the founders learned more from their early adopters, as a more multi-purpose tool for remote teams to share and record demos and ‘how-to’s.
Anyone who was interested in Loom could create a free account and record a limited number of short videos, and every video they shared came packaged with a short explainer and a link for the recipient to create their own free account. In this way, every single user made and delivered a free product demo, use case and referral offer to several more prospective users, and the innovation spread rapidly from customer to customer.
Leverage Cost-Effective Strategies
When you have the limited budget of an early-stage business, it’s crucial to start with cost-effective marketing strategies. Content marketing, social media engagement, partnerships and referral mechanisms can amplify your message without significant expenditure.
These approaches come with the added bonus of giving you more opportunities to connect and collaborate with other innovators, and learn directly from your target market. Starting small, personalised and human is a great way to be engaging and develop your ideas.
Although introducing a groundbreaking product to the market is challenging, a strategic focus on education, storytelling, and targeted engagement can pave the way for success. If you’re seeking guidance on crafting a lean marketing strategy for your innovation, don’t hesitate to reach out to the marketing team at Sussex Innovation.
Reflecting on 2024, our marketing team share their favorite campaigns from the year. From the launch of the BRAT Album to the rebranding of ‘The Chicken Wine,’ our team discuss their marketing highlights and the valuable lessons learned from this year’s marketing success stories:
What was my favourite marketing campaign of 2024? My marketing highlight of 2024 was the campaign around the launch of Charli XCX’s album BRAT. It was one of those touchstones that was hard to miss, whether you were already a fan of Charli’s music or had never heard of her before. BRAT was a great album – it would have received plenty of critical acclaim in music nerd circles either way – but its branding was what turned it into a cultural phenomenon.
Brands spend millions of dollars trying to develop straplines or visual identities that cut through and build a strong association in their audiences’ minds, and the phrase “Brat Summer”, lurid lime green and fuzzy lowercase typefaces were suddenly everywhere last year, bringing Charli XCX’s ironic, millennial Tumblr aesthetic into the mainstream of fashion, media and even political discourse.
What can we learn from this campaign? On the face of it, the BRAT album cover could be described as “anti-branding”; it looks thrown together, and breaks all kinds of established rules of good design. It’s also the rare smash hit pop album that doesn’t centre around an image of the pop star as its cover. I’m sure there will have been people in the marketing department of Atlantic Records who pushed back against it, and it probably took a lot of confidence in the concept and a very clear sense of direction to pull it off.
Doing something that goes completely counter to what everyone else is doing – particularly if you have a great product that backs up your message – can create a conversation around your brand that’s far more powerful than the tried and tested approach. But you need to understand when it’s the right moment to take these kinds of big swings and have the confidence to stay the course.
What was my favourite marketing campaign of 2024? La Vieille Ferme’s decision to rebrand as ‘The Chicken Wine’ was a stroke of marketing genius and my favorite campaign of 2024. By embracing the nickname their customers had coined – thanks to the iconic chicken illustration on their bottles – they turned a playful, organic trend into the centerpiece of their brand. This clever move didn’t just sell wine; it created a story that made customers feel seen, included, and connected to the brand.
The campaign broke the mold of traditional wine marketing, which often feels exclusive or serious. Instead, it leaned into humor and relatability, making the product approachable for everyone, from wine aficionados to casual drinkers. The simplicity of the concept – simply acknowledging a name their audience already loved – made it’s impact even more powerful.
What can we learn from this campaign? The campaign highlights some key lessons in modern marketing: listen to your customers, embrace trends they generate, and build on their creativity. La Vieille Ferme showed how aligning your messaging with customer sentiment can create both loyalty and cultural buzz.
Ultimately, “The Chicken Wine” proves that the best campaigns don’t take themselves too seriously. By embracing the way their audience saw their product, La Vieille Ferme delivered a campaign rooted in authenticity, joy, and community. It’s not just about selling wine – it’s about building relationships, starting conversations, and making people smile.
What was my favourite marketing campaign of 2024? My marketing highlight of 2024 was Jellycat’s pop-up shop campaign. Whether or not you were a fan of their plush toys, it was impossible to miss the buzz around their playful, limited-time experiences. From the Jellycat Fish and Chip Shop in London to the Diner in New York with its cuddly toy pancakes, these pop-ups turned shopping into an immersive adventure that delighted customers and dominated social feeds.
What can we learn from this campaign? What made this campaign so memorable was Jellycat’s focus on creating experiences, not just selling products. They transformed retail spaces into whimsical, themed worlds where visitors could interact with their brand on a deeper level. These weren’t just places to buy toys; they were destinations to explore, share, and connect with Jellycat’s charm in a tactile, emotional way.
This approach also tapped into social shareability. The interactive, photo-ready nature of the pop-ups encouraged visitors to post their experiences online, spreading the word organically. Jellycat didn’t just attract footfall – they created moments their audience couldn’t resist sharing, turning customers into ambassadors. The key takeaway? People don’t just want to buy products; they want to feel something. Jellycat’s pop-ups reminded us that by creating spaces where customers can engage emotionally and share their experience, brands can leave a lasting impression that goes far beyond the transaction.
What was my favourite marketing campaign of 2024? My marketing highlight of 2024 was Sport England’s This Girl Can ‘Let’s Lift the Curfew’ campaign, which launched in late 2023 and ran throughout 2024. The campaign boldly addressed the unspoken barriers women face when exercising outdoors after dark, such as safety concerns and societal judgment. With its striking tagline, powerful visuals, and community-driven initiatives, it sparked a vital conversation about women’s access to public spaces.
“Let’s Lift the Curfew” reframed the narrative around nighttime exercise, placing the responsibility on society to create safer, more inclusive environments for women. Through compelling storytelling and real-life testimonials, it resonated emotionally while delivering a clear and urgent message: women should feel free to move, run, and cycle at any time without fear!
What can we learn from this campaign? The effectiveness of This Girl Can’s campaign lies in its strategic focus on community engagement and addressing real societal barriers. By organizing nighttime group runs, it fostered camaraderie among women, empowering them to overcome their fears about exercising outdoors after dark. This supportive approach aligned seamlessly with This Girl Can’s mission to inspire confidence and activity among women, making the initiative feel personal and relevant.
The campaign also effectively harnessed the power of social media to amplify its message, encouraging participants to share their experiences and tag the campaign across multiple channels. This user-generated content not only showcased the benefits of exercising together but also broadened the campaign’s reach, engaging a larger audience. By combining community involvement with a robust social media presence, the campaign effectively raised awareness of women’s safety issues while reinforcing This Girl Can’s position as a leading advocate for women’s fitness.
Interested in upgrading your marketing in 2025? Our Sussex Innovation team is here to support you in enhancing your messaging and crafting campaigns that resonate with your audience.
Whether you’re looking to develop impactful narratives, strengthen your community engagement, or leverage social media for maximum reach, we can help you create strategies that drive real results. Find out more here