Ethical decisions made easy: The inspiration behind KIND2

If making ethical decisions was easy, wouldn’t we all be doing it? The inspiration behind the KIND2 brand began with this simple question.

The story behind the brand

The story behind KIND2 is set way back in the early 80s. However, this wasn’t clear to me until recently, when I gave my mum a call...

I was ringing because it was her birthday. She’s in Australia and I’m in London, so visiting wasn’t a possibility.

We were just chatting about KIND2 and she asked me how things were going. Then came that moment when you realise your parents were so ahead of their time and absolute rock stars in their own quiet way.

We talked about how she and my dad recycled in the early 80’s, when it wasn’t really a thing. My mum always took her string bags to the fruit & vegetable shop. It provoked quizzical looks from the other customers, but she persevered. “No plastic bags for us!” 

My family in Hobart, 1970s

What inspired me to create KIND2

The inspiration behind this brand is to make it easier for people to make ethical decisions.

It wasn’t until later in life, during a casual chat with my mum, that I realised when the seed was planted. Still, I’ve always been inspired by reading about people who are making a difference.

It could be hearing about someone adopting a zero waste lifestyle, The Ocean Cleanup tackling the Great Pacific Garbage Patch or the Ellen MacArthur Foundation championing innovation and challenging our economic models. It all inspires me to inspire others to live more sustainably.

Making the ethical choice the easy option

Reducing the impact of our lifestyle simply means making conscious choices about what we buy and how we live.

It seems to me that more and more people want to make decisions that are positive, sustainable and ethical. Yet, there often aren’t enough eco options available. If they do exist but are more difficult, too expensive, or less convenient then where’s the incentive?

The inspiration behind KIND2 is all about making it an easy decision to ditch those plastic bottles of shampoo and conditioner.

Opting instead for a solid shampoo bar is one conscious choice it could not be simpler to make.

Want to know why it’s such a sustainable option? Here are 5 reasons why it’s better than bottled shampoo.

Interested to learn more about how KIND2 came to be? This is what it takes to create a plastic free beauty brand.

Lastly, if you want to make one ethical decision today, head over to the KIND2 shop.

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