Our Mission

We believe that advertising can do Good in the world.

Doing Good means making the world:

Greener
Encouraging people and businesses to adopt environmentally friendly behaviors and sustainable practices, reducing our collective impact on the planet.

Healthier
Promoting lifestyles and business practices that enhance physical and mental well-being, fostering healthier individuals and communities.

Fairer

Advancing equity and inclusion by supporting actions that build a more just and equal society for everyone.

Our definition of “Good” is deeply inspired by the United Nations’ Sustainable Development Goals, serving as a blueprint for positive change.

Advertising Can Drive Positive Change

At its best, advertising is a force for good—shaping consumer and business behavior in ways that benefit both people and the planet. Here’s how:

1. Supporting the Growth of Sustainable Brands and Products

From renewable energy providers to electric vehicles and sustainable fashion, advertising plays a crucial role in encouraging consumers to make eco-friendly choices. By highlighting the benefits of sustainable options, we help people transition to products that support a healthier planet and a better future.

2. Empowering Media That Inspires Greener, Healthier, and Fairer Lives

Sustainability-focused media educates and motivates people to take action—whether it’s reducing food waste, conserving water, recycling, or promoting mental health awareness and social equity.

We work to grow these platforms by driving advertising revenue to them. The more resources they have, the greater their ability to inspire positive change on a larger scale.

3. Advancing Companies’ ESG Goals

Advertising is a powerful tool for aligning business practices with Environmental, Social, and Governance (ESG) objectives. With the average large company allocating 10% of its turnover to advertising, there’s a significant opportunity to make that investment count. Adopting sustainable and inclusive marketing practices ensures advertising becomes a meaningful contributor to a company’s broader ESG commitments.

Transforming Advertising for a Better Future

By helping sustainable brands thrive, empowering impactful media, and driving corporate responsibility, advertising can do more than sell—it can lead the way in building a greener, fairer world.

We don't need a handfull of prople doing sustainable living perfectly.
We need millions of people doing it imperfectly.

Adapted from the brilliant Anne-Marie Bonneau at Zero Waste Chef

The Founding Team

And one cold December evening (over a drink), we decided to start a company that would use our skills to do Good in the world. 

The company became The GoodNet.

Ollie Deane

Co-Founder

Guy Jones

Co-Founder

Charlotte Liddell

Director of Commercial, Founding Partner

Good is in our DNA. It’s in our transparent business model, the way we run our company and the way we work with our partners.

Together We Can Do Good

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