Let’s be honest, the world is full of brands and people who talk an awful lot of BS when it comes to ‘purpose’ and ‘values’.

This is kind of annoying. Because it ruins it for those of us that truly understand that this stuff is actually really important. We believe brands and businesses must make choices, often hard ones, so they can contribute towards solving real problems.

Ultimately our values aren’t what we say they are, they are what we do. We will be judged by our actions and our output. Which is how it should be.