This story is not about the importance of sustainability and equality. Hopefully, you have already figured that out. Instead, we would like to talk about how most companies, markets and legislators haven’t figured out how to talk about it and how it deprives consumers from taking action.

A sign next to our office.

This story is written by Simon, Hjalmar, and Gustaf, the three founders of Gokind.

Realizing that we got a big communication problem

When one of our founders stumbled across a sign from a company claiming to be 80% sustainable, he had a spark of realization: Companies and markets are way too vague about what they do regarding sustainability and equality. This was not a new insight, due to continuously being bombarded with greenwashing, but a mere tipping point blatantly exposing a need for action.

Upon sharing the image with the other founders, they all went on a deep dive into the world of corporate sustainability work and communication…


This is a story about why young talents are catering to work for companies with sustainability at their core.

Every year, Academic Work releases YPAI (Young Professionals Attraction Index), a temperature check on young talent’s attitude towards numerous employers in Sweden. With over thousands of recipients each year, the report is one of the biggest indicators of which companies have been successful in their brand-marketing that year. The highest-ranking companies in Sweden have always been the likes of IKEA, Volvo, or Spotify — local giants with sharp core values and great reputation. While those companies are still fighting amongst the top 10s, 2020 marks the year of a new trend for the YPA-index.

The new kids on the block

Out of the 100 companies that…


This story is not about the importance of sustainability and equality. Hopefully, you have already figured that out. Instead, we would like to talk about how most companies haven’t figured out how to talk about it.

A sign outside our office.

Note that an updated version of our story is available here.

This story is written by Gustaf, Hjalmar, and Simon, the three founders of Gokind.

Realizing that we got a communication problem

When one of our founders stumbled across a sign from a company claiming to be 80% sustainable, he had a spark of realization: Companies are way too vague about what they do regarding sustainability and equality. This was not a new insight, due to continuously being bombarded with greenwashing, but a mere tipping point blatantly exposing a need for action.

Upon sharing the image with the other founders, they all went on a deep dive…

Gokind

https://gokind.co — The Bridge Between Corporate Fluff and a Generation with an 8 Second Attention Span.

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