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.

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.