We believe sustainability makes media perform better.
Doing Good means making the world:
Greener
Using media investment to accelerate the transition to sustainable behaviours, from renewable energy to electric vehicles, every optimised campaign can drive real-world environmental progress.
Healthier
Directing spend toward media that promotes physical and mental wellbeing, reaching the right audiences through responsible, high-quality placements that benefit communities, not just conversions.
Fairer
Ensuring media investment flows to diverse, inclusive publishers, using the scale of advertising to advance equity and build fairer, more representative media ecosystems.
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 behaviour in ways that benefit both people and the planet. Here’s how:
1. Supporting the Growth of Sustainable Brands and Products
From renewable energy to electric vehicles and sustainable fashion, performance-led advertising accelerates consumer adoption of better choices. We help responsible brands grow by placing them in high-quality, contextually optimised environments that reach the right audiences at scale.
2. Empowering Media That Inspires Greener, Healthier, and Fairer Lives
Responsible media publishers need commercial support to grow. By directing optimised ad spend toward publishers whose content drives positive change, we give them the resources to reach and inspire more people, while delivering better brand alignment for advertisers.
3. Advancing Companies’ Sustainability Commitments
With the average large company allocating 10% of its turnover to advertising, media investment is one of the most powerful levers available for advancing sustainability commitments. We help brands make that investment count, connecting campaign delivery to measurable sustainability and performance outcomes simultaneously.
Transforming Advertising for a Better Future
By combining performance-first media optimisation with sustainability intelligence, we help brands grow, while building a media ecosystem that works better for everyone in it.
”We don't need a handful of people doing sustainable living perfectly.
We need millions of people doing it imperfectly.
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