Good Form, Good Values

On Diversity, Inclusion, Equity and Belonging 

At Good Form, we believe meaningful storytelling can only start with authentic representation. Not just in the stories we tell, but in the very people who tell them, and through the care in which they are told.

As a conscious marketing consultancy and production house, our commitment to diversity, equity, and inclusion is never performative or peripheral: it's foundational.

We know that integrity, impact, and community are only made possible when a wide range of voices, perspectives, and lived experiences are actively engaged, valued, and empowered throughout the process.

What’s more, business cannot thrive without diversity of thought. 

Founded by two women from the global majority, our leadership reflects the values we carry into every project.

With deep roots working across the intersections of social justice, sustainability, and DEI throughout their career journeys, our founders bring lived experience and professional expertise to the heart of everything we create at Good Form.

That perspective shapes not only how we approach our work, but who we choose to work with, and why we are committed to building diverse teams that can do justice to the work we make. 

We bring this ethos into every partnership, strategy, and piece of content we create.

On Co-Creating Good Culture

Whether we’re collaborating with clients, casting a campaign, or curating a creative team, we instinctively strive to reflect the richness and complexity of the real world. Not just because it's the right thing to do, but because it makes the work stronger, more honest, and more effective.

Transparency and intentionality are core pillars at Good Form, and that extends to how we approach equity.

We recognise that real inclusion requires more than good intentions: it demands accountability, continuous learning, and openness about where we are and where we aim to grow. 

That is why we are proud to have a diverse network of external consultants that we look to to ensure we do not get caught out by internal bias or groupthink. Intentionality means actively resisting tokenism and greenwashing, and instead building processes and partnerships that are rooted in truth, respect, and shared purpose.

We are proud to be a business that holds purpose alongside profit—rooted in the belief that ethical, inclusive practices are not a niche, but a necessity for sustainable, impactful growth.

This is not a checkbox for us: it’s part of the culture we are committed to co-creating every day.

Sisters in Sustainability: Our Network

We collaborate with a diverse network of external consultants to challenge internal biases and hold ourselves accountable, ensuring our approach remains thoughtful and inclusive.

We proudly balance purpose with profit, committed to building a more equitable, ethical future that creates lasting value for people, communities, and the planet. This isn’t a box to tick, it’s simply how we do business.

And it’s how we stay on Good Form.

Find out more, or get in touch if you’ve got a brief that might be up our street.