When Sharlene, Princey, and myself embarked on the journey of founding The Sweetshop in 2001, our hearts swelled with a shared vision—a vision where our business would be a haven for creativity, and our people. We dreamt of a company where integrity was not just an ideal but a tangible reality for everyone involved. With this hopeful idealism and the innocence of new business owners, The Sweetshop came into being.

20  years later, we found ourselves amidst the whirlwind of the advertising industry—a realm known for its cutthroat nature. We've tasted success—substantial growth, global recognition—but alongside it, an unsettling feeling of detachment. Despite our fervent resolve to challenge norms and enact positive change, we recognized a disheartening truth: we hadn’t.

We  realised that true change needed a huge effort and a framework of accountability if it was to ever happen. We realised it was time to act authentically and re honour our core values.

"How could a company involved in advertising products like alcohol and fossil fuels claim to be a 'force for good?"

We chose the B Corp framework to hold us accountable to our purpose. But choosing the path of the B Corp framework was met with hesitation. How could a company involved in advertising products like alcohol and fossil fuels claim to be a 'force for good'? Yet, as we explored deeper, we unearthed countless ways to infuse goodness into our business way beyond these realms. We learned that B Corp isn't about achieving flawlessness but embracing a continuous journey of betterment.

Our two-year journey within this framework signifies just the beginning—a testament to our commitment to realign our business with the vision that ignited our inception. Our first 'IMPACT REPORT' (link below) isn't just an affirmation of our strategic shift; it's a testament to the myriad ways that businesses like ours can profoundly improve.

Please have a browse through our journey in our 2023 Impact Report. We would love to know what you think!

With unwavering dedication, 

Mel & Shar