About Us
The GenKind Story
Why GenKind is here
Hi 👋🏻 I’m Jem, a Brit living in Sydney, with two young children. When my daughter, Maya, started school in 2021, I was introduced to the world of kids’ birthday parties. I was shocked to realise that each child would receive an average of 20 gifts from school friends as they hosted a party for the class. These were largely impersonal, plastic toys purchased by frazzled parents the day before the party.
I was worried about the impact this was having on our planet, and also the precedent it was setting for young children around consumerism and the nature of gift-giving.
There had to be a better way.
Watching David Attenborough with Maya I realised that she was genuinely passionate about helping animals, protecting the oceans, and reducing her plastic consumption, even at four years old.
And so GenKind was born. A way for kids to choose kindness over stuff, and inspire their friends to do the same.
Our Mission & Values
GenKind is here to empower a generation of conscious crusaders to choose kindness over stuff
We are passionate about helping our planet, and supporting you as you navigate the challenges of raising a tribe of thoughtful, brave, and planet-conscious adventurers.
We have a set of values which guide everything we do at GenKind. They keep us on the straight and narrow and make sure we are always working towards achieving our mission.
Bravery
It takes guts to challenge the status quo. To step outside your comfort zone and do something different. It takes bravery to opt out of ‘normal’ and opt into something new and unknown. But being brave leads to great things and is where you make the most IMPACT.
Integrity
You are only as good as your last action. At GenKind we aim for integrity all the time. From the charities we partner with, the materials we use to create our product, and the way we behave everyday. Practice what you preach. Always be honest. And leave things a little BETTER than you found them.
Fun
Planet-saving can be tough work. It can all get a bit worthy, and nobody wants that when you’re young and you are supposed to be ENJOYING yourself. Saving the world shouldn’t feel serious, it should invoke joy, and so that is what we aim for with our product and partnerships.
“Teaching our children to value kindness over stuff helps them avoid the pitfalls of materialism, as well as nurturing a generation prepared to make sacrifices for the good of our planet.”
— Jemma, Founder of GenKind