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:

Recognising Culturally Diverse Businesses

We champion culturally diverse businesses by providing an ethical certification that celebrates their values, addresses their unique challenges, and helps them grow.

Building a Community for Change

We empower the global majority to reclaim ethical living by connecting them with these businesses, fostering collaboration, and amplifying their voices in the market.

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.