What you do in the dark will shine in the light. Purpose is set in motion when values are operationalised through decisions made and actions taken even when no one is watching. What is the purpose of your company? It has the potential to serve society as a force for good. Strikingly expressed by Professor…
Tag: beaforceforgood
Walk the Walk: How to avoid greenwashing on your sustainability journey
Greenwashing is defined as behaviour or activities that make people believe that a company, government, or organisation is doing more to protect the environment than it really is. Idealists would have us believe doing the right thing is easy. For long established businesses with embedded legacy supply chains, change is hard. Is Greenwashing inevitable as…
Future of Farming
Over the last 6 months the Citizen Good impact team have been working with DEFRA, looking into how government policy should evolve around the future of farming agenda in the UK. They have been working with farmers and businesses exploring how corporate funds could work together with government funds to achieve a greater environmental and…
Happy pits, Happy planet
With all the WFH time, did you compromise on your hygiene standards? Washed your hair less often? Used less deodorant? Thankfully our friends at Wellow have noticed that we are returning to normal hygiene in the new normal. Their #1 deodorant of 2021 is making pits happy everywhere. Check out our Q&A with Dan Hernden…
Chewing Gum is a single use plastic
85% of consumers don’t know chewing gum contains plastic. Did you know that chewing gum is a single use plastic? We didn’t, but it does. Each piece of gum contains as much plastic as a drinking straw, so it’s great to see a British business doing something about it. …
The Crap We Care About
We like to be unambiguously passionate and our conversation with Simon Griffiths, Co-Founder and CEO of the hugely successful Who Gives A Crap brand is the reason why. 2.4 billion people, or roughly 40% of global citizens, don’t have access to a toilet. More disturbingly, 289,000 children aged under 5 die every year…
STOP Blah, Blah, Blah… DEFRA and Citizen Good are looking for brands to co-solve the climate crisis
The farmers and land managers are helping, now we need some corporate partners. We need your help. Citizen Good have been asked by DEFRA and the British Government to carry out a study into how the government could help corporate entities and consumer brands engage more directly with climate solutions to ensure…
The jury is still out
If this is brand redemption, then this new spot from BrewDog might have done its job. It feels like a reset to put the voice of the people back in the brand. It sounds honest and the imagery mirrors real life in a relevant way. That’s the power of advertising to re-shape perceptions….
Use your voice for good
Do you remember where & what you were doing at 22? In the docuseries on Netflix, the tennis player Naomi Osaka asked her mum, “Did you think by the time I was 22, I would have done more?” As if being the first Japanese player in history to win a Grand Slam at…
Brand Spotlight – All Birds
It’s a given that corporates set increasingly big revenue goals in seemingly shorter timelines. Allbirds, a 6-year old and billion-dollar, purpose-led “absurdly comfortable” footwear brand has approach their sustainability goals with equal ambition and urgency. Their new Allbirds Flight Plan is an open invite for everyone to hold their feet to the fire….