ESG Grounded ’ s story
ESG Grounded ’ s story
About four years ago , I was working with Unilever on their Sustainable Living Project and realised that we need to be doing a heck of a lot to protect our planet . I approached my manager with the idea of creating an incubator that ' s focused on brands with purpose and helping brands do good in the world . I was immediately dismissed , but I kept pushing the idea . Then , for the first time in my career , I got written up with a performance review and was told that I had 60 days to demonstrate to the organisation that I cared more about profit than I did about purpose . That ’ s when I left and founded Grounded . We work with big brands , small brands , startups and non-profit organisations who are set on changing the world through their services and products . To do this , we focus on three key areas : helping businesses and brands articulate their purpose ; helping activate their brands ; and accelerate their impact .
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that process . As a founder or CEO , you may not have the time to come up with your own framework , but with B Corp , it ’ s already been done for you and it ’ s constantly evolving to keep you on top of the game .”
“ We thought we were a shoo-in to become a B Corp because we had built our whole business around sustainability ,” Heidi says . “ But once you get into the criteria , you see how much more can be done . It ’ s something you have to check in with every few months to make sure you ’ re on top of everything .”
Abiding by sustainability rules has become akin to a box-ticking exercise for many companies . As consumers have become increasingly concerned about the impact their
54 June 2023