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‘Good News’ Champions Brands That Use Business as a Force for Good

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Retail pop-up space from Proud Robinson + Partners launches in the heart of London

‘Good News’ Champions Brands That Use Business as a Force for Good

Good News, a retail pop-up space, will showcase the very best products that have sustainability and community at their core.

Certified B Corporations, or B Corps, are companies meeting verified high standards of social and environmental performance, transparency, and accountability.

The B Corp Movement is transforming our economy to benefit all people, communities and the planet.

Good News will drive awareness, excitement and help shine a light on the huge range of businesses and brands that are B Corp certified.

As part of its ongoing commitment to sustainability freuds, the largest communications agency to be B Corp certified, and winner of The Queen’s Award for Sustainable Development, have developed the concept, in partnership with B Corp UK.

The experience concept has been produced by Proud Robinson + Partners, an award-winning, culture-first, creative agency whose past projects include a pop-up for Sainsbury’s’ 150th anniversary, opened by Her Majesty The Queen.

Lucy Boyd, creative + culture partner at Proud Robinson + Partners said, “London is the global capital of B Corps, so naturally, it made sense to host the B Corporation’s first physical experience in the heart of the city. Good News has been designed to create an engaging way to educate consumers and businesses on what B Corp is all about and to inspire others to join the movement.”

Every March, the global B Corp community celebrate what it means to be a B Corp, building awareness around the movement and those using business as a force for good.

This year’s theme is ‘Behind the B’, inviting everyone behind the scenes to uncover what makes them a B Corp and ultimately a better business.

Good News will broker connectivity, convene and spark important conversation and help deliver action on the current climate emergency.

It will not retail product in the traditional sense, rather tell the stories of those brands helping drive change, those that benefit people and planet whilst also educating consumers on how they can ‘buy better’.

Good News, is being built with upcycled materials and sustainability in mind, all product, and any-waste, will be donated to The Felix Project where it will be distributed to local community projects and those in need

What To Expect In-Store?

- Over 300 ambient, fresh, chilled & frozen products from 100+ brands

- A free-of charge vending machine from Healthy Nibbles that uses social media as its currency

- Coffee from Origin, pioneers in sustainable sourcing and naturally processed coffee

- ‘Payphone’ with hotline to freuds for free cause-related PR advice

- Good-cause lotto with social impact and community driven prizes

- Rather than display cigarettes, behind the till will feature boxes of fresh air

B Corp executive director, Chris Turner, said: “After two years in a virtual world, to see this brought to life in the real world is particularly exciting, a physical anchor that our community needs to bounce back and hopefully the start of something special.”

Ed Perry and Rosie Brown, co-CEOs of COOK, said: “More of our customers are seeing the B Corp logo as a stamp of credibility. They want to shop ethically, and the B means a brand is walking the walk, not just talking the talk when it comes to ethical business. We urge people to challenge brands as to why they’re not B Corps!”

10A Rathbone Place, London, W1T 1HP | 1st – 31st March | Monday – Saturday | 10am – 6pm

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Proud Robinson + Partners, Wed, 02 Mar 2022 11:46:16 GMT