Tony’s is leading the fight to eradicate child slavery in cocoa with a transparent supply chain, above-fair wages, and long-term partnerships with farmers. What makes its purpose big is the call for others to adopt its model — alone Tony’s makes slave-free chocolate, but together all chocolate can be slave free.
iD Genève is boldly disrupting the norms of the luxury watchmaking industry by showing how recycled materials can be used to create luxury goods. By shifting our perception of recycled materials, the brand aims to change the identity of luxury means in today’s world and put the luxury industry at the centre of the ecological transition.
Faith in Nature is the first company in the world to legally appoint Nature to its board of directors, a brave action to bring its purpose to life. Nature is represented in the board of directors and has a vote and a voice in every major business decision. From ingredient sourcing to packaging choices, every decision is filtered through one question: "What would nature say?"
Bold Bean is beloved because it’s not about eating less meat - it’s about making people fall in love with beans. They’ve turned a humble ingredient into a delicious obsession, while driving soil regeneration and inviting their community to co-create the journey through recipes and ideas.
Hi! I'm Christina Bouglass.
I spent two decades building global beauty brands inside some of the world's biggest multinationals — and I loved it. But I've seen first hand what happens when short term goals are prioritised and sustainability is no more than a checkbox. Everything that makes a brand special is slowly stripped away.
That experience, and a personal journey of reinvention, led me to one deep conviction: the most powerful brands are those bold enough to own what makes them truly different.
In a world where sustainability is now an expectation, not a differentiator and AI is generating more sameness and less meaning, I help brands reclaim their authenticity — and be genuinely, unapologetically themselves.
Today, I do this through a proprietary framework, 25 years of senior brand expertise, and an unshakeable belief that brands can be a force for real change in the world.
Meet Christina
It was in the 1920s that marketing started linking products to images and symbols that would tap into our unconscious desires, persuading us that we could fulfil an inner void by buying more.
The outcome is the consumption economy and the catastrophic climate and social challenges we are now facing.
A century later, AI is accelerating that same machine — flooding the world with content designed to sell more, but lacking any real meaning.
Isn’t it time we used the power of marketing to create the change we want to see in the world?
Watch Christina’s TEDx Talk: Villain to Hero — The Power of Marketing to Transform the World
Download our free guide for a clear, practical overview of the 4B Impact Journey — our proprietary framework for aligning purpose, brand, and action. The guide explores each stage of the journey and offers space to reflect on how impact shows up in your brand today.
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