The final post in our Greater Good series (read parts 1 & 2 here) delves beyond the impact of creating one socially responsible campaign, and looks deeper into brands that aren’t just socially responsible; they have put activism at the core of their business strategy.

Taking action to combat issues affecting the global population

Outdoor clothing & gear company Patagonia defines itself as ‘The Activist Company’, believing environmental crisis has reached a tipping point and without commitment we will destroy our planet’s ability to heal.

Last Black Friday Patagonia announced that it would donate 100% of global retail & online sales on the day directly to grassroot, non-profit organisations working on the front line to protect the earth. As a result, Patagonia reached a record-breaking $10 million in sales.

According to Patagonia, we live in a society where “replacement is key” which “creates a society of product consumers, not owners”. So the firm, which employs  45 full-time repair technicians, launched The Worn Wear programme which ‘celebrates the stories we wear, keeps gear in action longer and provides an easy way to recycle Patagonia garments when they’re beyond repair’.

One FOCUS client Karma Cola is a ‘brand activist’, believing “what you drink should not only taste good but should be good for the land, good for the people who grow the ingredients and as good for you as a fizzy drink should be”.

Cola nut farmers in Sierra Leone,now flourishing post-civil war & post-ebola. And what Karma Cola calls ‘Thirst Aid’ is helping.

When Karma Cola was launched there was no such thing as a Fairtrade cola nut. In addition to paying the Fairtrade premium, the Karma Cola Foundation was set up to make sure the people who grow their cola get something back from the people who drink it. With 1.8 million branded colas consumed every day globally, Karma Cola is on a mission…

Money from every bottle/can of Karma Cola sold goes back to the Boma & Tiwai communities. So far these proceeds have funded a bridge linking the two parts of Bowa village, four teachers (two qualified, two in training), rice hullers and a seed bank for food security…

FOCUS is proud to represent a host of clients that are for The Greater Good – from Karma Cola, KIND snacks and Lavazza in the food & drink industry to challenger tech brands Haven Power and Turo.

Gold Dust always leaves the team with food for thought – and our dive into The Greater Good has left us hungry to be more socially responsible. Watch this space.

Part 3 of 3

Ellie Elliott-Frey