- About
- Our impact
- 2024-2025
2024-2025 Impact Report
A note from our leaders
This has been our hardest year yet, and we won’t pretend otherwise.
We celebrated our 10th anniversary in July, a milestone that should have felt purely celebratory. But just two months later, we made the difficult decision to make our two employee team members redundant. While we hope we handled it with care and dignity, it remains the toughest thing we’ve had to do in Kind’s history.
We posted our biggest loss to date. In that context, continuing our 1% for the Planet commitment, donating cash and in-kind support despite posting a loss, might seem illogical. But it’s exactly these moments that test what we actually stand for versus what we claim to.
We’ve just recertified as a B Corp, improving our scores in Governance, Community, Environment and Customers. Losing all our Workers points due to no longer having employees stung, not because of the score, but because it highlights how the framework struggles to recognise how we treat the other creatives and professionals we work with every day.
Looking ahead, we’re hoping for some stability that will help us continue making a difference for the causes we care about. We want to get back to focusing on the work, deepening relationships with clients doing vital work on climate and social justice, and finding new ways to amplify their impact. The past year has tested us, but it hasn’t changed what we believe in or why we do this.
The work itself, helping organisations like Artswork, Bookmark Reading, Rewilding Britain and The Wilderness Project create real change, remains the point. We’re still here. Still committed. Still learning what it actually costs to stay true to your values.
B Impact Assessment
93.6 B Impact Assessment Score
Breakdown
- Governance 19.9
- Community 35
- Environment 9.6
- Customers 22.7
2025 and beyond
Environment and sustainability
Certified carbon positive by 2027
In progressKind was founded in July 2014 and from day one, we’ve been collecting data on our energy usage, travel and purchases that all contribute to our total greenhouse gas emissions.
In 2023, we signed up for the World Land Trust Carbon Balanced programme, which aims to protect biodiversity around the world. The programme also gives us access to an emissions calculator tool, which we are using to calculate our footprint for each year of our operation.
Time constraints have meant our full footprint calculation still isn’t complete. Moving forward, we’re setting more achievable goals: focusing on certifying and balancing emissions for 2026 first, then working backwards year by year to rebalance historical emissions.
This year
- Certified our website as climate-positive
- Continued data collection for historical emissions
Next year
- We pledge to offset twice our emissions to date
Community
Donate 25% of profits to charity by 2025
CompletedWe’re members of 1% for the Planet, which requires us to donate a minimum of 1% of our turnover to environmental non-profits, however, half of that donation can be made ‘in-kind’ through pro-bono work or volunteering.
Our conversations with charity partners have taught us that cash donations have a much bigger impact than time, so we aim for the majority of our donations to be in cash.
Despite posting our biggest loss to date, we continued our commitment through 1% for the Planet, donating both cash and in-kind support. This demonstrates that our commitment to giving back isn’t dependent on financial success.
This year
- Maintained our 1% for the Planet membership and continued donating despite posting a loss
Next year
- We pledge to continue donating a minimum of 25% of profits as cash
Move to an independently owned bank by 2025
CompletedThis year
- Continued banking with Starling Bank
- Maintained 95% of business transactions through an independently owned bank
Fully review our supply chain and identify improvements
Not startedNext year
- Create a survey, checklist and minimum score for suppliers to ensure value alignment
- Review existing suppliers against checklist and identify improvements
Customers
Review the direct and indirect impact of our work
Not startedKind was certified as having an Impact Business Model, due to working exclusively with purpose-driven organisations.
We’re for everyone who’s making a change for good, and while we do see many of the positive impacts our work is helping to create, measuring the impact of our work will help us to concentrate our efforts where they are most useful.
We haven’t yet made progress on this goal due to capacity constraints, but it remains important to us as a way to understand where our work creates the most value.
Next year
- Carry out client reviews of our projects to assess the net positive impact on people and planet