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Welcome to In the Good, a weekly newsletter for small and solo business owners who give a damn. Thank you for being here!

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Happiest of Tuesdays to you,

What does underwear have to do with access to education?

Don't worry, I didn't know either until I learned all about it from Sarah Jordan. She's the founder and CEO of Y.O.U Underwear, an ethical underwear brand using a give-back model: for every pair of undies bought, the company gives two pairs to women and children in the UK and Africa.

I'm thrilled to share Sarah's interview with you—thank you, Sarah, for taking the time to share your story with In the Good!

Sarah and Y.O.U are truly inspiring—plus any company that calls its email newsletter the Positive Pants Club is all right by me. (Pants=underwear, not trousers in this case, my North American friends.)

“A little bit of good can turn into a whole lot of good when fueled by the commitment of a social entrepreneur.” 

—Jeff Skoll
A Few Good Links 👍
1. “When startups wrap their sustainability metrics or technical capabilities in short stories, pitches become more engaging, our marketing efforts more effective, our presentations more appealing and our audiences will be more likely to remember what you have to say.”

Sustainability startups are focusing too much on the numbers and not enough on storytelling, argues Joseph Simpson

I found myself nodding along in agreement as I read this one. Sure, facts and figures matter, but you need to make a meaningful connection with your audience, and storytelling is still one of the best ways to do that. 💥

2. The good folks at Empower put together this handy list of 14 climate change newsletters. I recognized a few, and found a few new ones to add to my inbox! 🙏

3. Your business isn’t helping. 😲

4. Fast Company has announced the 34 winners and hundreds of finalists of their World Changing Ideas Awards and it's full of very impressive and inspiring companies.

"Pandemic response" is a category for this year. Let's hope it doesn't become a regular! 😷

5. “Our vision is to set a new standard of trust online. The Internet shouldn't feel so creepy and getting the privacy you deserve online should be as simple as closing the blinds.”

DuckDuckGo is a privacy-focused search engine that doesn’t follow you around on your internet travels. In this blog post they talk through their business model for a profitable business that doesn't make our personal information their product. 🦆

+6. Underwear for good! 🩲

Meanwhile on Twitter 😎

Hi, I'm Charmaine—writer, editor and creator of In the Good.

I'm also a copywriter for socially conscious companies, which means I help fine folks like you make more money AND a bigger impact. 
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