Celebrating purpose-driven brands that create a positive impact on society, people or the environment

For non-profit organisation Brands for Good, its annual awards programme does more than just highlight a job well done. It also celebrates businesses that do good by being stewards of making a positive impact on society.

The Brands for Good 2021/2022 awards carry the theme of helping local businesses find what co-chairman Alan Ng describes as "their ethical voices". He says: "These voices resonate with the rise of the ethical consumer today and will help brands survive, transform and thrive in the post-pandemic world, while focusing on brand innovation and digital transformation to stay competitive in challenging times."

The organising committee also wants the awards to serve as a platform for companies to tell their stories, which would inspire other companies to do good and create a multiplier effect. "Recognising impactful behaviour of such businesses encourages other organisations to follow suit, in turn creating a bigger community of evolved organisations," says Mr Ng.

The awards are jointly organised by IPOS Society, International Intellectual Property Commercialisation Council Singapore and CEO Asia. Its fourth edition honoured 36 companies and non-profit organisations, among 80 applicants.

Spotlight on sustainability efforts, health

Several winners in the Brands for Good 2021/2022 awards are recognised for their sustainability efforts and leveraging technology to build a better future.

For instance, recycling firm BR Metals - which received a Distinction in the Business for Good category - offers a sustainable alternative to mining precious metals. World Paradise Farm, awarded a Distinction in the Technology for Good category, revolutionises food production and consumption with its urban indoor smart farming technology.

"Businesses that focus on green initiatives, and those that meet the needs of the present without compromising the ability of future generations, deserve to be lauded," says Mr Ng.

Preserving health is another common theme. Data management company ALR Technologies, an Honouree under the Business for Good category, was awarded for its work on building glucose monitoring technology to aid those with diabetes.

Other companies were recognised for helping people affected by the ongoing Covid-19 crisis. "As the pandemic continues to challenge our nation and the rest of the world, many businesses have shown great fortitude and generosity," says Mr Ng.

One example is The Peranakan, an Honouree under the Business for Good category. Despite having to close down its outlet, the restaurant's owner Raymond Khoo continued to donate food to disadvantaged groups. He did it through non-profit organisation The Saturday Movement, which is also recognised with a Distinction under the Business for Good category.

What makes a brand good?

The Brands for Good 2021/2022 awards comprise four categories: Business for Good, Technology for Good, Capital for Good and Leadership for Good.

Business for Good highlights companies that have successfully implemented business models to achieve economic, social and environmental goals. Technology for Good focuses on businesses that leverage tech to address social and/or environmental challenges.

Businesses that invest in companies that focus on attaining social and environmental goals are recognised in the Capital for Good category, while Leadership for Good honours purpose-driven brands or individuals that have shown industry and ethical leadership to bring about social change in their industry.

Nominations were opened in early 2021. Thirteen distinguished experts and esteemed academics reviewed the companies based on their mission and values, the impact they create, growth, accountability and stakeholder engagement.

The judges include Nanyang Technological University President Emeritus Professor Su Guaning, FinTech Academy (Singapore) founder Lillian Koh, Sustain Ability Showcase Asia chairman Ken Hickson and Nanyang Law executive chairman Ng Kim Tean.

Mr Ng hopes to continue the annual tradition of recognising brands that do good and grow it beyond Singapore's shores.

"The goal is to create a viral movement and a ripple effect of doing good in society."