A new equity crowdfunding platform that connects sustainable businesses is now live with four firms seeking finance including an end-to-end sustainable fashion brand, a recyclable sneaker brand and an online marketplace.
Koodoo says it was founded in response to growing cross-generational groups of ‘woke’ consumers who want to live responsibly and care about issues that affect the planet such as sustainability and climate change. These consumers are buying brands as well as investing in businesses that are changemakers and leaders and share their beliefs in a better world for future generations.
In Kantar research, three-quarters of respondents surveyed agreed that due to inaction from many of the world’s governments, consumers are looking towards brands to act as forces for positive change in society. Worryingly for many businesses, over three-quarters of consumers (77%) said that in the last 12 months, they had switched, avoided or boycotted buying certain products, or might consider doing so in the future, based on their view of a brand’s sustainability and environmental policies, such as their stand on harsh working conditions, environmental pollution and overuse of packaging.
In addition, more investors want to align their investments with their ethical and sustainable values. As a result the sustainable investment market in Europe is worth more than $13 trillion, with the US investing $6 trillion in such assets.
Investors around the world can invest in any of the small businesses live on Koodoo that are committed to social or environmental change, from as little as £20.
a-y-t is a sustainable fashion brand founded by Georgie Macintyre, the former Artistic Director at Matthew Williamson. It offers an entirely sustainable and welfare-conscious womenswear line, backed with a supply chain to match; one that is both considerate to the planet and a blueprint for the industry as a whole. Model, environmental activist and friend of founder Georgie, Arizona Muse will front the brand’s debut collection.
So Just Shop is an award-winning accessories, homeware and gifting marketplace that works directly with women-led artisans from some of the most vulnerable communities in the world. Founded in 2015, the company works directly with artisans on design and product development, supply chain transparency and mobile payments, ensuring all of the products are ethically, and where possible, sustainably made. The brand’s mission is to raise 250,000 women and their families out of poverty by developing design and technological solutions that help them to overcome barriers to international trade.
Founder Jennifer Georgeson wants to raise £130,000 to open its first multipurpose space in London and aid the growth of the business, which already has 50 sellers across 20 countries and 3 continents and counts TATE, Bloomingdales and Anthropologie as retail partners.
Jennifer Georgeson, Founder and CEO of SO JUST SHOP, said: “We’ve had four fantastic years of organic growth, with little to no marketing budget. We’ve now reached a really positive stage of the business where we’re looking to harness our supporters – and reach out to new people – who share our ethos. We are offering a unique investment opportunity for the future of communities and craftsmanship. We are excited to be part of Koodoo and the benefits it will bring to ideas and individuals around the world.”
Michael Wilkinson, CEO of Koodoo, said: “The rise in conscious consumerism is going to be a game changer in the world of investment. Consumers, particularly younger generations, expect businesses to be driven in some other direction than simply making a profit. They increasingly back their beliefs with their shopping habits as well as investments. Yet investing in businesses that help the world does not mean you have to sacrifice returns. We will channel that investment, using the most progressive technology available, to those entrepreneurs and changemakers who have the talent and vision to change our world for the better.”