What we believe in

We believe that business can and should be a force for good, and we embrace the principles of “people, planet, and profit.” This idea means businesses should measure their success not only by profit but also by their positive impact on people and the planet.

While our business is dedicated to championing sustainable and ethical brands and practices, we are equally passionate about supporting a range of people and planet initiatives.


Protecting the Environment with TR[1]BE

Together with our customers, we have now protected over 60,000 trees and counting.

TR(1)BE is a Climate Action Platform that enables businesses and their customers to make a positive environmental impact. As a certified B-Corp, TR(1)BE is on a mission to become one of the world’s largest protectors of forests and biodiversity. They provide indigenous communities and smallholders with funding for their stewardship and protection of the forests


Changing Lives with Kiva

We’ve partnered with Kiva to help change lives. Every month, we make two microloans to women in developing countries to help them and their communities. Kiva offers financial inclusion for the unbanked in developing countries. By providing microloans rather than donations, Kiva enables individuals to grow businesses and create opportunities for themselves and others.

Our latest microloans helped Maritzia in Honduras and Muhabat in Tajikistan to buy food supplies for their small businesses. This support not only sustains their families but also creates a wider ripple effect in their local communities.


Supporting the Better Business Act

We’re part of the coalition for a cleaner, greener, and fairer future through our support for the Better Business Act (BBA). 

This significant legislative initiative aims to transform the business landscape in the UK by advocating for systemic change that ensures all companies align their interests with those of wider society and the environment.  Brands in this coalition include the likes of Patagonia, Cheeky Panda, OddBox, Virgin, Innocent, Ben & Jerry’s, Big Issue, Ella’s Kitchen and over 2,000 more great British Brands.  


Buy Women Built

We’re passionate about championing female founders and proud to be members of the Buy Women Built movement and the majority of the brands on our platform are founded or co-founded by women.

Why is championing female founders so important to us…

It’s much harder for female founders to raise investment in the UK (and globally too) 

  • Female founders receive less than 2% VC investment with little reported improvement over the last decade

Young people struggle to name a female entrepreneur of business leader

  • Polls show 81% of 11-18 year olds were unable to name one single female entrepreneur

There are 30% fewer female entrepreneurs in the UK compared to the US

  • If women started businesses at the same rate as in other developed countries we could an an extra £200 billion to our economy 

By shopping more women built brands, we can together unleash the powerful contribution that businesses can make to our economy, our future and our communities.

Ps. And that’s not to say we don’t welcome male founded branded at Counter Culture Store, we do and we have some fantastic ones!