Our mission

We all need kindness now more than ever.

We’re on a mission to fill the world with more kindness. To support and encourage people to notice and celebrate kindness in their lives, and create ripples of change around them.

We all know intrinsically what it is to be kind, and how it makes us feel. It’s an innate part of being human. If you think about it now, you might feel some kind of heart-glow sensation, calm, joy or happiness.

Yet kindness can be quite a hard concept to pin down, because what it actually means to be kind is different for all of us, and changes all the time.


Here’s what we believe:

Kindness is everywhere

You just have to notice it.

Kindness starts with you

When you’re kind to yourself, it creates ripples of kindness out into the world. If we want a kinder world (and we really need one), we have to start being kinder to ourselves. It’s not selfish, it’s vital. We need kindness more than ever, and it starts with you.

Kindness is often a contradiction

One day, kindness could be going out of your way to phone a friend, and the next day kindness could be choosing not to call that friend. It doesn’t stay the same.

There are two types of kindness

There is kindness input, and kindness output. Kindness input is kindness to ourselves, and kindness output is kindness to others. We need a balance of both in our lives.

Kindness is good for you

…and good for others too. It can improve your immune system, reduce stress and improve overall wellbeing. Just one act of kindness can spread to hundreds of other people – it really is infectious!

Kindness is a core part of humanity

To be kind is to be human – it connects us all.

What does kindness mean to you?

To truly understand what kindness means to us, we need to take some time to go within ourselves. We need to let go of things we were taught about kindness and assumptions we hold, as they may not actually be true for us. We each have our own definition of kindness, which changes often, and we have our own journey to discover it.

We are passionate about supporting you to nurture a kind mind and explore what kindness means to you. Get started here.