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Built to Defy. Designed to Regenerate.
We started DEFY to rewrite the rules. Since 2021, we’ve been proving regenerative intelligence drives commercial outcomes, funding secured, markets entered, leadership established. Real change for people, planet and profit.
As a Social Enterprise (Company Limited by Shares), we’re accountable to every stakeholder we impact, not just shareholders.
Image credit: Social Enterprise UK
(a) help businesses such as SMEs, NFPOs, start-ups, social enterprises and others to create brands with purpose, addressing the issues that matter to conscious consumers. We aim to encourage our clients to build brands guided by the UN’s SDGs as a benchmark, to deliver environmental, economic and governance that creates positive change,
(b) enable clients we work with to genuinely tackle the challenges around social inequality and environmental impact, to build an equitable and sustainable society,
(c) create a platform through the work of the company that raises awareness around environmental and societal challenges and the impact it’s having on society to enable better ways to act responsibly and design for good,
(d) reinvest the profits we allocate to responsible organisations who are focused on sustainability and social empowerment, ensuring our planet and future generations thrive,
(e) promote the success of the company for the benefit of its members as a whole, and
(f) enable the company, through its business and operations, to have a material positive impact on society and the environment, taken as a whole.
PRINCIPLES THAT GUIDE US
01
REGENERATE
We put restoration at the heart of everything we do. From ecosystems to communities, our strategies create measurable positive impact that scales with business growth.
02
EMPOWER
We build intelligence and opportunity where it’s needed most. Women-led teams, diverse perspectives and actionable insight drive change across the food and beverage ecosystem.
03
DEFY
We challenge convention and rewrite the rules. Bold thinking, challenger spirit and uncompromising focus on results turn ambition into market leadership.
In August 2023, we became B Corp Certified.
A milestone that validates what we’ve always stood for, using business as a force for good.
99.8
99.8 DEFY Brands overall B impact score
80 qualifies for B Corp Certification
50.9 median score for ordinary businesses
Based on the B Impact assessment, DEFY Brands earned an overall score of 99.8. The median score for ordinary businesses who complete the assessment is currently 50.9.
Score
27.4/50
Sector average: 22.2
Elevating their lives and well-being as a top priority
Score
24.1/50
Sector average: 14.7
Giving back and contributing positively is non-negotiable
Score
19.7/25
Sector average: 8.5
All stakeholders have a voice in shaping our company’s path
Score
15.8/35
Sector average: 12.3
Strive to impact their lives positively every single day
Score
12.6/20
Sector average: 4.3
Devoted to sustainable practices that protect our planet
WE DON’T JUST TALK CHANGE. WE PROVE IT
From Priority to Progress
Our work focuses on the food system pressure points where commercial growth, environmental restoration and social equity reinforce each other at scale.
We build alliances with brands, individuals and enterprises who share our vision, because real change happens together.
We invest our expertise, time and resources to drive social and environmental value, creating measurable impact across the creative services industry.
We take design accountability
Supporting the creative industry in achieving net-zero carbon emissions by 2030
Policy leadership
Ensuring our solutions align with and influence UK & EU policies
Sustainable & inclusive growth
Addressing our own ESG impact and setting new standards
Volunteering billable time
Using our expertise to tackling social & environmental issues
Revenue investment
Funding social & sustainable empowerment initiatives that drive real change
A catalyst for system change
AI is transforming food. Women are being left out. We're building the system that brings them in.
Senior women in F&B gain access to cutting-edge AI tools on live client projects, building capability that advances their careers while shaping the future of food intelligence.
Young women earn paid internships working on real client briefs with mentorship, gaining hands-on experience that launches their careers
Underrepresented girls will access foundational pathways into regenerative food entrepreneurship. The research is complete and the programme is in development.
We’re ensuring the future of food equitable.
- © DEFY Brands 2021-26