RIGHTEOUS CAUSES

TUNE-IN TO OUR WAVELENGTH

Some founders set out to change something radical in their category, for the better of consumers, the planet, or society. We call this 'something radical' the brand's Righteous Cause: It's their lifeblood, mission, and reason for being.

The truly great brands of today engage positively with the zeitgeist, and seek to influence the important issues of our time. They identify a problem and make it their mission to challenge that reality, to take that villain down.

We love the challenge of responsible brands because, as consumers, they give us hope and provoke action. They make it possible for us to positively contribute. They make us feel less guilt and more satisfaction. They signal our position on the right side of history.

 
 

CAUSE AND CHALLENGE, THE BIGGER PICTURE

 

The Craftory works within the Sustainable Development Goals established by the United Nations. We believe CPG brands can positively impact many of the UN’s SDGs. We see five CPG-connected SDG themes that stand to quickly change our world for good.

We call these themes Righteous Causes, and before you think we’re maxing-out on the righteous angle let’s be clear: We’re not Anti-Capitalists, we’re a whole new thing, we’re Cause Capitalists.

RIGHTEOUS CAUSE:
DELIVER GOOD HEALTH

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SDG 3: GOOD HEALTH AND WELLBEING

‘Ensure healthy lives, and promote wellbeing for all, at all ages’.

https://sdgs.un.org/goals/goal3

Enable Wholesome Nutrition
We’re into food and drink brands that offer products promoting long term health (ideally with zero compromise to indulgence and flavour). From better for you, to good for you and the planet, we consider the full range of options, while firmly saying NO to junk.

Streamline Wellness
Living a more healthy life shouldn’t feel difficult. Enhancing your wellbeing shouldn't feel like yet another thing to worry about. We love brands that make wellness easy, streamlining what it takes to change old habits.

Unlock Longevity
What innovations are out there on the near horizon? We are here to help groundbreaking science fulfil its potential in the CPG space. We have the stamina and smarts to navigate that journey with you.

Related SDGs

SDG 2: Zero Hunger https://sdgs.un.org/goals/goal2
SDG 6: Clean Water and Sanitation https://sdgs.un.org/goals/goal6

RIGHTEOUS CAUSE:
DEMOCRATISE ACCESS

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SDG 1: NO POVERTY

‘End poverty in all its forms everywhere”. CPG brands alone probably can’t solve global poverty, but they can reduce unfair pressure on consumers, especially those shopping on a tight budget or with restricted access to essentials.

https://sdgs.un.org/goals/goal3

Focus on Value
Many CPG categories are vastly over-served - rife with pointless innovations and questionable claims, invented to grab our attention and justify price inflation. We believe it’s time to break the cycle and reframe what we really need and what represents a fair price.

Use Direct and Digital Channels
We’re into brands that offer consumers direct access to products and services. Cutting-out the gatekeepers who restrict access and middlemen who overcharge for convenience creates the chance for a better deal.

Related SDGs

SDG 4: Quality Education https://sdgs.un.org/goals/goal4
SDG 8: Decent Work and Economic Growth https://sdgs.un.org/goals/goal8

RIGHTEOUS CAUSE:
PROGRESS SOCIETY

 

SDG 5: GENDER EQUALITY

‘Achieve gender equality and empower all women and girls’

https://sdgs.un.org/goals/goal5

There can be no doubt that CPG brands are part of pop culture. This means they can choose to have a positive impact on societal norms and expectations. We have a strong preference for investing in brands that do business in a way that guarantees equality and human rights. To be clear we mean more than mission statements or good intentions, we mean businesses that are already operating in a fair way every single day, and are incrementally moving forward on this agenda constantly.

The Craftory is an equal opportunity employer and investor accredited by B-Corp and Diversity VC, and our investment in RubyLove is still the third largest of all time in a Female African American entrepreneur.

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SDG 10: REDUCED INEQUALITIES

‘Reduce inequality within and between countries’. 

https://sdgs.un.org/goals/goal10

We live in a world where culture flows around the world, brands frequently operate in multiple territories, building global businesses. We see this as an opportunity to further a progressive humanist agenda. Every dollar transacted with progressive brands also represents a furthering of values such as gender and racial equality. It’s time for brands to debunk taboos and pay it forward.

RIGHTEOUS CAUSE:
PROSPER SUSTAINABLY

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SDG 12: RESPONSIBLE CONSUMPTION AND PRODUCTION

‘Ensure Sustainable consumption and production patterns’

https://sdgs.un.org/goals/goal12

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SDG 13: CLIMATE ACTION

‘Take urgent action to combat climate change and its impacts’

https://sdgs.un.org/goals/goal13

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SDG 14: LIFE BELOW WATER

‘Conserve and sustainably use the oceans seas and marine resources’

https://sdgs.un.org/goals/goal14

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SDG 15: LIFE ON LAND

‘Protect , restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, halt and reverse land degradation, and halt biodiversity loss’

https://sdgs.un.org/goals/goal15

CPG brands have a major opportunity to positively impact these goals. From efficient use of resources, to responsible energy use, and proactively boosting sustainable alternatives, we are here to invest big and effect rapid change.

RIGHTEOUS CAUSE:
CHAMPION SELF-ESTEEM

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SDG 3: GOOD HEALTH AND WELLBEING

‘Ensure healthy lives and promote wellbeing for all at all ages’

https://sdgs.un.org/goals/goal3

Proudly our most culturally progressive theme, we invest in brands that support body, mind and spirit, encourage self determination and individualization, and cultivate allies on a mass scale. We attack harmful stereotypes (rife in categories like beauty and fashion), stereotypes that constrain and limit us by shape, size, age, gender, ability or heritage.

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SDG 5: GENDER EQUALITY

‘... Empower all women and girls’

https://sdgs.un.org/goals/goal5

The Craftory is Diversity VC rated. We promote acceptance of diversity in all its forms. Our team and portfolio are diverse across multiple vectors. Our investment in Ruby Love was at the time the third largest ever in a female African American entrepreneur. We don't shout about it, we just get on with it.

At the Craftory we see gender as fluid, not just a male/female binary system. We actively support brands that demand equality across the whole spectrum of gender identity.

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SDG 10: REDUCED INEQUALITIES

‘Reduce inequality within and between countries’ 

https://sdgs.un.org/goals/goal10

Brands built on powerful ideas can achieve global reach. A positive message can cross borders and short circuit oppression in ways diplomacy can’t always achieve. To us this is an opportunity and a responsibility. Every dollar invested and transacted is also the transmission of progressive values throughout society and around the world.

 
 

  1. No Poverty

  2. Zero Hunger

  3. Good Health and Wellbeing

  4. Quality Education

  5. Gender Equality

  6. Clean Water and Sanitation

  7. Affordable and Clean Energy

  8. Decent Work and Economic Growth

  9. Industry, Innovation and Infrastructure

  10. Reduced Inequalities

  11. Sustainable Cities and Communities

  12. Responsible Consumption and Production

  13. Climate Action

  14. Life Below Water

  15. Life on Land

  16. Peace, Justice and Strong Institutions

  17. Partnerships for the Goals