Jack & Grace works with brands that value people, planet and profit equally – we want businesses doing good to be the norm.
This doesn’t mean we only work with organisations that are ‘perfect’. We’re not perfect; perfect doesn’t exist. It does mean we want to partner with brands and organisations that genuinely align with our mission.
To help with that, we’ve developed a checklist to enable honest, positive conversations.
Gut feel still plays a role in our decision-making, but we needed something more structured too.
In the spirit of openness and our mission to use business as a force for good, we’re sharing our approach here so other purpose-led comms agencies can use. It’s something we know we’ll refine over time, so if you have thoughts on how to make it better, please get in touch.
Identifying the ‘right’ kinds of clients for Jack & Grace is far from black and white.
Every company and organisation committing to purpose alongside profit is on a unique journey. Some have been socially and environmentally minded from the outset and have sustainability baked into their DNA – from governance and staff welfare to supply chain management.
Others will have spent years focused on their bottom line and are only now beginning to address their social and environmental impact in a meaningful way. The intention to make improvements might be there, but they are only just beginning to make the necessary changes to become more sustainable.
And of course, there are companies who appear to be purpose-led but are simply profiteering.
This wide variation presents a challenge. Brands that are B Corp certified might sail through our selection process, but where do we draw the line with a company that’s doing well to integrate sustainable practices into their business but has yet to start making a net positive impact? And how do we smoke out the brands who talk the talk with no substance (or real intention) behind their claims?
There’s no one size fits all solution, so a tick-box checklist isn’t going to work on its own. We need something that allows for more nuance, without being overly complicated.
Every prospective client we speak to will be on a unique journey, ranging from brands with early intentions to be more socially and environmentally focused, through to brands who have successfully integrated a social and environmental mindset into every aspect of their business. Then there’s the level of impact itself – some brands we speak to will only be able to show their future potential for positive impact while others will already be able to prove their impact is net positive.
To reflect this sense of a journey, we’ve decided to map prospective clients rather than use a linear checklist (although a checklist will still come into it).
The journey to positive impact: mapping prospective clients
Our Journey to Impact map below is a quadrant graph. It allows for brands interested in sustainability to be travelling along two important pathways: the pathway from intention to integration of positive social and environmental practices, and the pathway from potential impact to demonstrable positive impact.