September 06, 2018

The team at Anthem Benelux have recently been discussing brands who are warriors for good. At first thought, one might think of many brands, large and small, who contribute to positive change in the world – through efforts to be more sustainable for example. However, for most brands this is an afterthought – something they have to be seen to doing, rather than something they truly champion as part of their brand’s DNA. Anthem Benelux takes a look at a selection of brands who truly deserve hero status as warriors for good.

All brands who take steps to positively impact social and environment challenges are of course noteworthy. A long list of such brands can be found as members of B Corp – a movement dedicated to using business as a force for good in the world.

More interesting however are the growing number of brands for whom doing good is core to both their business and product brands. The idea that doing good is good for business is built into the very heart of their business models. Such brands champion a clear purpose for doing good – standing for something bigger and more meaningful than the products or services they sell. These are the brands for whom hero status is indeed justified as warriors for good in the truest sense.

READ: How Personal Care & Beauty Brands Connect Creative Briefs to Social Missions

Recently, we caught up with three of the top Dutch brands who we believe are worthy of hero status.

The Good Roll is a start-up of 100% sustainable, 100% plastic free, 100% warrior for good toilet paper. The brand began its journey looking to provide clean and safe sanitary facilities to developing nations. As the idea grew, so did their desire to affect positive change.


IMAGE CREDIT: https://www.thegoodroll.nl/shop/

“A third of the world’s population have to relieve themselves in open air because there are no safe toilets. This is not only uncomfortable, but it’s unhealthy and dangerous too. Every year over 760,000 children under five die of diarrhea alone.”

QUOTE SOURCE: https://thegoodroll.nl/causes/

The Good Roll’s mission and core reason for being is to provide good sanitary facilities for everyone – investing 50% of their net profits in the Simavi Foundation to support the installation of safe toilets in East Africa. The brand uses 100% recycled paper fibers and is also 100% plastic free, including their secondary packaging.

Ries Bokken, Co-Owner & Smooth Operator at The Good Roll commented:

Positively impacting our world is our reason to believe and right to exist. The Good Roll has a very clear mission, which is where our brand finds its origin. Our eco-sexy toilet paper, colorful packaging and cheerful tone of voice prove that sustainability can be cool – and funny – too! We’re a feel-good and do-good brand that adds some pleasure to your necessary visit. That’s how we roll!”

But how can larger more established brands evolve to truly becomes warriors for good?

Firstly, let’s not confuse a Corporate Social Responsibility (CSR) program with a truly integrated purpose for good. Consumers are savvier than ever and even well-orchestrated charitable initiatives are quickly unmasked as hollow PR stunts. When it comes to sustainability and ethical business practices, 99% good is 100% not good enough.

We live in a connected world and this often puts consumers in the driving seat in terms of brand perception and reputation. All such challenges are of course merely opportunities in disguise. Brands have an incredible opportunity to use their influence and market reach to champion good and make significant positive contributions to people, communities and our planet.

Helping to lead a, somewhat bloody, revolution is the Dutch feminine care brand Yoni. Born from a medical recommendation to use organic tampons, the company’s founders quickly discovered that not only are many tampons and pads made from synthetic materials (containing plastics and perfume), but that there are also no specific rules or legal requirements when it comes to listing ingredients on feminine care packaging. This is particularly peculiar given the vagina is one of the most absorbent parts of the body.


IMAGE CREDIT: https://tonyschocolonely.com/us/en

Anthem Benelux’s Creative Director Marcel Verhaaf commented;

“If you buy Tony’s Chocolonley, you contribute to change. The enticing thing for consumers is being part of driving change, to be part of something bigger. The exciting thing is how much change can we achieve together. Brands are competitive by nature and should channel this to achieve positive results not only for their bottom lines. Imagine a world in which all brands compete to do good for the planet as well as for themselves.”

Anthem Benelux are dedicated to helping brands identify and build a clear purpose to become warriors for good. If you’d like to find out more about how to become a hero brand, our warriors for good are ready for battle!


Kirsty Cole – Head of Growth, Anthem Benelux


Kirsty Cole – Head of Growth

P: +31 (0) 20 3100 160

E: kirsty.cole@anthemww.com

Jollemanhof 16A | 1019 GW | Amsterdam