Skip to main content

Our Purpose

Building Brands For A New World

In a world numbed out by the chase for capitalist success, we build brands that serve the long-term well-being of all people and planet.

Learn more
The butterfly movements - illustrative picture

Our Rallying Cry

The world is changing. The time is now.

The leaders are us.

To all the courageous pioneers, the rule shakers & breakers.
To those who see things differently and are ready to light the way.
Now is the time to be a stand for what you believe in.
To challenge the status quo and unite as one community.
To work together to create a new economy.
To accelerate innovation and ignite new conversations.
To step up as movement makers.
To build brands for a new world.

The butterfly movements - illustrative picture


These graceful creatures are admired across different religions, cultures, and traditions as symbols of transformation, hope, freedom and spiritual growth. In several cultures, they also represent the soul.
From small and humble caterpillars, they transform into glorious creatures, their beauty in the balance and perfect symmetry of their wings.
The chrysalis represents a safe space as they endure the difficult transformation that is needed to evolve. Once they break free, they fly in figures of 8, a symbol of both infinity and regeneration.
Just like butterflies, our vision is to transform brands into soulful, regenerative businesses to find a new balance in society.

Hi! I'm Christina Bouglass

I am passionate about the opportunity and responsibility that brands have to serve the long-term well-being of all people and planet. A disruptor at heart, I left my corporate career with the desire to contribute my skills towards creating a better world.

I have over 20 years’ experience as a brand building expert and marketing executive in big multinationals (P&G, Coty, The Wella Company) and understand the requirements of big global brands as well as small challenger brands that are looking to break through the clutter and make an impact.

I have studied Sustainable Marketing with the Cambridge Institute of Sustainability Leadership (CISL) as well as trained as a B Leader with B Lab Switzerland. I am also a marketing lecturer at the Haute Ecole de Gestion (HEG) in Geneva.

Beyond marketing, I love reading and writing and am currently writing a book about my ”pivot to purpose” experience when leaving the corporate world and how it shifted my vision of marketing.

This is also what I am now passionately sharing back with the world, and hopefully with you.

Welcome to The Butterfly Movements!

Watch the video
The butterfly movements - Christina Bouglas