Our Story

The story behind the mission

We know
‍
There has been a significant rise in demand for socially driven brands, transparency in brand ownership and values. as well as a change in shopping habits shifting towards more environmentally friendly alternatives

‍

£300bn

The estimated value of the buying power of BAME community in Britain

83%

Would always pick the brand with a better record on sustaibility

77%

have switched, avoided, or boycotted brands due to their environmental policies.

...and yet
‍
‍
there is a disconnect between culturally diverse (CD) brands and multi-ethnic consumers

‍

CD brands struggle to reach and market themselves to their target audiences.
Multi-ethnic consumers want to support CD founders and shop from CD ethical brands, but do not know where to find them
Multi-ethnic consumers do not feel ethical brands represent them/products are not made with them in mind/are affordable
The ethical market is losing out on the UK’s multi-ethnic consumer base, representing 16% of the population with an annual disposable income of £4.5 billion.

Introducing ardh

Our mission is simple:

To make ethical living your every day

We knew the ethical market had a problem, it was exclusive, unrepresentative and unaffordable for so many of us, making it hard to shop in line with our values. So we set out on a mission to curate hundreds of brands from around the world who are changing this!

No more hours of research and disappointing finds that aren't what you needed. You can think of the ardh directory as your little green book of trusted and culturally diverse ethical brands making products for your every day.

To build a global community of ethical brands

We were shocked to see so many innovative, excellent brands — founded by culturally diverse entrepreneurs — struggle to grow or close down simply because they were doing it alone and couldn't find their flock.

So we decided to build a platform that helps these brands quickly and easily connect with like-hearted consumers, and a brand community that learns, collaborates, and grows together.

Our Vision

Our Vision is a world where consuming ethically transforms hearts and societies.

Trade operates justly, achieving carbon neutrality and zero waste, and we all connect and collaborate to create a more equal, harmonious, and sustainable world for everyone.

To achieve this, we're building a global movement of ethical brands, and connecting conscious consumers to products and people that are making the world a better place for everyone.

ardh values.

Diversity.

We celebrate brands from the global majority, uplifting voices and traditions that are often overlooked.

Sustainability.

From eco-friendly materials to ethical production, every brand is committed to minimizing environmental impact.

Justice.

Our platform supports brands that champion fair labor practices and stand for justice and equality at every step.