our ethical statement

big fish® is a climate considerate business that strives to be a force for good and encourages others to do the same.

We are impact-focussed brand consultants and creatives that promise to always think big, dive deep and swim fast

Our vision
A world liberated from the shadow of climate change

Our mission
To bring together big thinkers with a deep understanding of climate considerate brand, design and marketing to create an extraordinary network of experts that help brave leaders start, transform and grow brands that will make a net positive impact on the world

big fish is a results-driven, impact-focussed consultancy that helps clients deliver financial, social and environmental returns by tackling their most important commercial challenges.

We specialise in food, drink and lifestyle brands because that’s where the world needs most help when it comes to changing consumer behaviours.

Ultimately, we simply help connect consumers with brands and drive trial, trust and loyalty. But there’s a lot that lies behind that measure for success. We’ve spent the last 27 years building brands, some of which have contributed to the climate issue. Our goal is to not only repair the damage done but help “fix the future”.

We believe that all businesses should strive to be a force for good. Consumers are rightly questioning everything, from where their food comes from to how it’s transported, packaged and disposed of. That’s why we encourage all our clients to adopt a climate considerate approach to everything they do.

We are firm supporters of regenerative agriculture, biodiverse food systems and supply chains that protect the planet and support a healthy, sustainable global population.

We believe investors, policy makers and innovators have the power to draw down carbon and mitigate the effects of climate change. However, this can only happen if consumers adopt new ways of living their lives and change their behaviours at scale.

We strive to be a force for good and deliver a world class service. big fish is very nearly a BCorp. Sustainability and net positive environmental and social impact are at the heart of our company’s culture.

But that’s all just brilliant basic stuff that every company should be able to say with confidence. Our truly compelling difference is the way in which we inspire our clients to adopt new ways of thinking and doing.

This is all summed up in what we have coined “startup mentality”

What the hell is Startup Mentality?
Well, it all starts with something we call “the consumer rebellion”. As the world wakes up to the consequences of capitalism and human activities, consumers are asking more and more difficult questions about the products and services they buy. Most are becoming increasingly agitated by the negligent practices of large scale consumer brands who have, for many years, been guilty of committing crimes against nature, the net result being a global population that feels angry, upset or despondent about the future and who wants something done about it quickly!

To survive the “consumer rebellion”, incumbent brands must adopt new ways of thinking and doing, from how they produce their products and services to how they distribute, package and market them.
Incumbent category champions have never faced a bigger challenge from newcomers. Disruptors and challengers that aren’t weighed down with outdated infrastructure and sunk capital can take market share at unprecedented speed.

The newcomer disruptors need to convince consumers that they’re the solution. Forming an alliance is relatively easy at a small scale, but they quickly become victims of their own success as they grow into the giants that they once challenged.

Both large and small players have roles to play in the reversal of climate change, which is why we work with startups through to established market leaders.

However, the two are very different and need different advice depending on the stage they are at.
The incumbent category champions tend to need advice on how to insulate themselves from agile, light footed disruptors who can rapidly erode their market share.

The insurgent disruptors, on the other hand, crave a direct connection with their consumers in order to drive large scale adoption. They also quickly find they need infrastructure to scale and that requires investment and experienced operators who understand how to grow globally.

Whether our clients are large or small, we advise all companies to adopt a startup mentality, because, at this point in time, the world is going through a radical change that requires all of us to adopt new ways of doing things sustainably in order to thrive, not just survive.

Whether you’re an insurgent startup or a defender of a market-leading position there are some fundamental principles upon which all our advice is built.

We call these the big fish five:

1/ Soil & Oceans
95% of all life on Earth is sustained by just the top six inches of soil. The oceans produce 50% of our oxygen. Regenerating the world’s topsoils and restoring the health of the oceans is a number one priority for the long-term future of the planet. The food we eat today will change the future.

2/ Supply Chain
How our food is grown, where it comes from, the conditions under which it’s produced, the human cost and how it’s transported are all integral to the future of the global population’s health and well being. That’s why we strive to question, provoke and encourage all our clients to attain the highest possible standards.

3/ Biodiversity
Diversity is key to protecting and nurturing a healthy ecosystem. 90% of the world’s food is made from just nine crops. The over proliferation of monoculture is reducing immunity and stability of our food chain systems as well as our health. New and more diverse sources of food will end climate inconsiderate diets. That’s why we choose to work with companies that strive to diversify their ingredients and are big enough to make a difference and willing to change.

4/ Appeal
If new, healthy, sustainable solutions don’t look good, taste good or feel good then people won’t consume them. To create large scale change we must drive overwhelming appeal. That’s why we ensure that everything we do is designed to reach consumers’s hearts as well as their minds.

5/ Conservation vs Preservation
The two are fundamentally different. We need to conserve and preserve more of the world’s natural resources. At big fish® we constantly remind our clients of the unintended consequences of their actions and to look deep into their supply chains and evaluate the impact their sourcing will have in the short and long-term future of the planet.

This excerpt from the National Geographic says it all:
“An increase in global population leads to a greater demand for water, food, timber and other resources that come from natural environments. Conservation protects environments through the responsible use of natural resources. Preservation protects the environment from harmful human activities.

For example, conserving a forest might involve sustainable logging practices to minimise deforestation. Preservation would involve setting aside part or even all of the forest from human development.

Why is preservation necessary? In 1800 the world’s population was one billion people. Today it is over seven billion—and it continues to rise. Successful preservation efforts often rely on shared responsibility between communities, organisations, and governments. In China, preserving the giant panda’s habitat over the last decade has increased the panda population. As a result, in 2016 the panda was removed from the endangered species list and reclassified as “vulnerable,” which is a step in the right direction.”

big fish’s 3 priorities are…

1. Helping brave leaders start, transform and grow highly disruptive, highly scalable and sustainable food, drink and lifestyle brands that will have a net positive impact on the world.

2. To relentlessly pursue better on behalf of the consumer and the planet by building our experience, understanding and capabilities required to build trust and loyalty with consumers who ultimately determine the future of the planet.

3. To share risk where appropriate and invest in businesses that: support regenerative agriculture and a biodiverse approach to food production that operate within the ESG guidelines and strive to be a force for good; that are, or could be, big enough to make a difference and are willing to change; that are aligned with our 5 principles, admire our values and respect our opinions; that allow us a voice at their table and enjoy working collaboratively.

We seek to work with kindred spirits, creative minds, visionaries and entrepreneurs that share our values and ambitions.

If you like what we stand for and would enjoy working with us please get in touch