Kindred

Kindred is a rare thing in today’s market: an agency where purpose represents 100% of revenue. Amongst headlines about ESG backlash, Kindred doubled-down on purpose and proved it can lead to commercial success. In 2025, the agency delivered its third consecutive year of profit growth, increasing profits by 18.5%. They scaled a purpose-led client base, with a “no positive change, no pitch” rule and practices to ensure projects are commercially and ethically sustainable. This approach secured major wins including BMW MINI and Diageo. Kindred has a client retention rate of 83%, reflecting its success in forming long-term partnerships. The agency identified ‘purpose paralysis’ - where fear of doing the wrong thing holds businesses back from acting on issues that matter – as a threat to its model. They tackled this head-on, launching a strategic offer to help businesses communicate confidently, generating six-figure revenue within six months. They also invested in bringing sustainability and culture together through a nature-focused division, boosting revenue from sustainability projects by 30%. In the past year, Kindred has proudly delivered more than 30 campaigns that have made a measurable impact, from increasing the number of new mums who’d consider therapy by 33% to encouraging a 33% rise in interest in probation careers. As a B Corp, positive change runs through agency culture: 93% staff retention, transparent pay, industry-leading wellbeing policies and a team that is 35% global majority and 75% female at Exec level. For Kindred, purpose isn’t just a positioning, it’s a business model.