March 9th, 2021
We are very pleased to announce the launch of Responsiblebrands.com – a hub of exploration and the pursuit of how brands around the world, whether start-ups or established institutions, are taking responsibility and placing it at the heart of their business.
As part of our agency proposition, we wanted to create something that wasn’t another new business tool or sales pitch. Something genuine that gave to brands, agencies and individuals alike. Our belief is that brands who do more, who take responsibility for their audience and the good of the world ultimately drive success – and this is the proof.
The platform has been created as a free source of example, opinion and discourse around the drive to create and champion a culture of responsibility in branding, driven by cause.
The project has been in the works since 2019, but when the pandemic hit in early 2020 we wanted to do something different to source our information for the platform, at the same time as helping people and providing opportunity for work. So, we employed a team of diverse and talented writers, planners, bloggers, creatives and thinkers that had fallen victim to job loss during this time, or were looking to break into the industry or begin a new career path. The energy and excitement for the project was astounding as well as the range of experience and styles, each credited through the platform. Together, we’ve been busy speaking to businesses and sourcing important insights and information that brands can use as ideas and inspiration to drive positive change within their own business.
Although the platform’s inception was pre-COVID-19, the pandemic, along with a lot of other political, cultural and environmental issues that arose during this time, only highlighted the importance of businesses taking responsibility. The way brands have acted in the last two years, whether positively or negatively, or not at all, has demonstrated their value to people. As customers look for brands to do more and search for more openness and authenticity, some brands have excelled whilst others have fallen foul. Regardless it has been a true test for the role of brands in society and a time for reflection and change. Now, however, is the time for action and we invite all brands to take part.
Responsiblebrands.com is about highlighting the good and not necessarily past indiscretions. It’s a clean slate, not only looking at the good brands have done before, but what they are doing now, and in the future, to help positively impact the lives of their customers, society and the world – how they are using their resources for meaningful change.
The website contains insight, interviews and opinions on brand responsibility and its positive impact on customers, communities and the world. There are articles on the incredible focus companies like Nike have on taking a stand against social injustice, representing their customers; articles from womenswear brands like Andie or Pansy in finding success in being more open about the reality of body image, sustainability and championing women; and articles on the value of second chances for brands like Redemption Roasters. We have much more lined up and can’t wait to share more.
By looking at the good brands are doing Responsible Brands looks to become a mirror that other brands may hold up, to face their own brand responsibility, away from the dangers of greenwashing or corporate responsibility tick-lists, to something far more ingrained in their DNA, more meaningful and more valuable for their audience and the world.
As an agency, it’s where we want all of our clients to end up – an inspiration to other brands as leaders in actioning meaningful change. For us it’s a mark of success to hold the work in which we do with them up alongside other brands known for doing the same.
We’d love to hear from you about how responsibility plays a part in your business, its impact and what you’re doing for your audience, learning about the role that brand responsibility can play in the future of customer value, community, culture and the wider world. You can get involved through responsiblebrands.com/your-story or through our social channels.
This project would not have been possible without our incredible team – a talented pool of thinkers, writers, bloggers and creatives who came together to work through a difficult period to help raise awareness around brand responsibility and the impact it can have.
Collaboration credits: Tim Rowe (animation), Lucy Willcock, Dan Farr, Connor Dade, Jonathon Bartlett, Lydia Granger, Jack Morris, Aliyah N Campbell, Misha Zala, Indigo Douglas, Alistair MacQueen, George Nixon, Robyn Collinge, George Harrild, Areeb Arshad, Rachael Saint Clair, Jelissa Williamson, Alice Auxenfans, Brian Ng, Lucinda Carvalho, Louise Bastock.