Taking A Stand with Nazim Valimahomed, Founder and Chief Product and Design Officer at Kroo.

September 4, 2023 Written by Georgie Howlett

Tags: leadership

Each month we’re sitting down with the trailblazers who are making a difference at some of the world’s most inspiring brands. Companies that are making a positive impact on society, the economy, and the environment through Brand Activism. This month, we spoke with Nazim Valimahomed, Founder and Chief Product and Design Officer at Kroo.

1. What does ‘brand activism’ mean to you?

Brand activism, from my perspective, is the integration of a meaningful cause into a brand’s identity, with the brand taking actions to make positive contributions to influence better outcomes for the world.

2. Who do you think has done some great work in this space lately? 

In the consumer goods space, my attention has been caught by several campaigns from Ocean Bottle, which removes plastic from our oceans. It’s an excellent example of an organisation creating positive change in an authentic way that is relevant to its work.

In another space, Patagonia is well known for instigating change in an exemplary and genuine way by donating its profits to combat climate change and protecting undeveloped land around the globe. It channels its consumers’ purchasing power into necessary action that will create better outcomes for the world.

It’s exciting to see how organisations are beginning to match people’s personal values to create positive change, as brand activism will ultimately be a collaborative effort between organisations and their customers.

3. What mistakes do brands make in their journey to being a brand activist?

A mistake we see often is when a brand forces activism into their brand without it being genuinely connected to its products or partnerships. We see this time and time again as brands often fall into the trap of greenwashing, pinkwashing and rainbow-washing, making claims without substantial actions to back them up. True brand activism is better achieved when it’s naturally inherent to what a brand offers. 

In our case with Kroo, we are working towards improving people’s understanding of carbon footprints, especially when it comes to financial transactions. We’re encouraging customers to manage all their finances from a singular current account, which allows them to track their carbon footprint and see (if they want to) where they can take action to reduce it.  

4. Where is brand activism most needed at the moment?

I think the news and media sector is a space that has the potential to take a proactive approach in supporting meaningful causes. There is no doubt about the power the media holds, and if we were to see more solution-focused activist stories in the news, people would become more aware of the vital power they hold as consumers. Brands can empower customers to alter their behaviours and everyday habits by making positive decisions easier for them and offering incentives to make changes. 

As I said before, brand activism can only truly thrive if everyone gets on board – and I’m excited to see how collaborative efforts between the organisations we love and their customers will continue to grow as we move into the future.

To read more from our Taking a Stand series, go to Taking A Stand with James Rutter, Chief Creative Officer at COOK.