Tony’s, Idris, Pharrell and … chocolate.
This time last year I joined Tony’s Chocolonely for the launch of their annual report – an annual report launch like no other in the form of a chocolate fair. There was (a lot of) chocolate, indoor Ferris wheels, amazing music, great food… You can see my write up of the event here.
This year, of course the Fair was just not possible, but trust Tony’s to make the virtual event just as special and drive more support for their cause to sign the petition to make chocolate slave-free.
Last Thursday night, instead of stashing my bag, tucking into surprise locker-chocs and then heading on the long cold tram ride home from Westergasfabriek, I snuggled in my blanket and listened to the amazing speakers, bands and… of course, Idris Elba and Pharrell Williams.
Doughnuts or chocolate… or both
Kicking off the evening, was Kate Raworth, economist and architect of the doughnut economy {LINK}, who offered us 5 traits to look for from companies that we as consumers deal with to see if they are doughnut companies - sounds yummy.
Purpose
Networks
Governance
Ownership
Finance
She also told us how companies can transform to be doughnut companies! Doughnut companies describing is of course companies like Tony’s, who are using business as a vehicle to create social change. She is interested in the companies that are being designed from the outset in a completely new way to stay within social and planetary boundaries.
She shared that consumers were voting with their feet, and wanted to see these sustainable actions from existing organizations too.
Image right: The Doughnut
Next up was Rutger Bregman, author of Humankind: A Hopeful History, and purveyor of ‘radical ideas’ that people deep down are mostly decent. Talking with optimism he shared that climate change is of course the biggest challenge of our generation, however, he is hopeful that collaboratively it can be addressed.
He was vocal that critical consumers also need to help change the system through political changes, summarizing that ‘structural change is needed to create a better tomorrow’.
Idris Elba, UN Goodwill Ambassador for the International Fund for Agricultural Development, and narrator of the new Tony’s advert joined via link to share what he was doing to highlight the perils of modern slavery in West Africa.
Tony’s is clearly doing a lot to make an impact – for change in their industry, and they are partnering with high profile people like Idris and Pharrell Williams. Tony’s is sitting alongside big global brands and foundations (adidas, Chanel, the Chan Zuckerberg Initiative, The Rockefeller Foundation and the Visa Foundation), to support not-for-profit Black Ambition which Pharrell launched this week. Pharrell will have his own chocolate bar of which all the profits will go to the foundation.
We were then joined by Hamdi Ulukaya, the inspirational founder of Chobani yoghurt.
He said, ‘Socially responsible companies mean it and are consciously moving into the direction to be aligned with business principles.’
Chobani’s story was that they wanted to improve employment and keep a community employed and old Kraft factory. By creating jobs, they were able to have a positive impact on society. They know how to operate and be profitable too. And they have started the Tent Partnership with the aim of integrating refugees into business. Ulukaya was keen to share that step by step, people can make a difference.
“Take the first step, then the second, then the third, and then the magic happens.”
He was also pleased to see that leaders who are passionate about changing companies and communities aren’t alone anymore. Consumers and employees want to go in that direction, and communities that want to go into that direction too. Socially responsible companies are now considered to be futures companies.