What is Good&Proper?
A better future needs better stories. That’s the driving force behind Good&Proper, a creative communications agency based in Melbourne, Australia. This agency isn’t just about marketing or advertising in the usual sense. Instead, it partners with organisations that are protecting nature, reimagining our economy, and solving problems with care, compassion, and community. Their approach? Helping partners tell better stories, amplify their impact, and, quite frankly, unfuck the future—faster.
Main Benefits of Good&Proper’s Approach
Good&Proper’s impact model is built around making a real difference. Here are some key figures and facts that highlight their commitment:
- Only works with organisations committed to fixing the future through their impact, products, or services.
- Donated over AUD $128,000 to social, environmental, climate, and First Nations partner charities in their first five years.
- Contributed more than $100,000 in pro- or low-bono support.
- Reaches an estimated 95 million people annually through owned, earned, and paid media.
Good Work Only: A Clear Focus
Good&Proper is picky—in the best way possible. They only collaborate with organisations that are genuinely committed to making a positive impact. This means their projects aren’t just about flashy campaigns or catchy slogans; they’re about real solutions that help fix the future. It’s a refreshing take in the advertising and market research industry, where impact often takes a backseat to profit.
Built to Give: More Than Just Business
Giving back isn’t an afterthought here—it’s baked into the business model. Good&Proper donates a portion of its revenue to a variety of partner charities focused on social, environmental, climate, and First Nations causes. Plus, they offer pro bono or low-bono support, showing that their commitment goes beyond just writing checks. It’s about creating lasting partnerships that fuel change.
Changing the Narrative: Hope, Action, and Solutions
Every story Good&Proper tells is rooted in hope and action. No matter the partner, the focus is on solutions that inspire and motivate. Their work reaches millions—95 million people annually, to be exact—through a mix of owned, earned, and paid media. That’s 95 million chances to connect positive stories with audiences who care. It’s storytelling with a purpose, and it’s changing the way people think about the future.
Project Impact and Sustainable Development Goals (SDGs)
- SDG 12: Responsible Consumption and Production
- SDG 13: Climate Action
- SDG 15: Life on Land
- SDG 17: Partnerships for the Goals
Why Good&Proper Stands Out in the Creative Communications Space
In a world flooded with content, Good&Proper cuts through the noise by focusing on what truly matters. Their blend of marketing, advertising, content creation, social media, PR, editorial, video, and photography isn’t just about making things look good—it’s about making a difference. With a B Corp score of 100.2, they’re not just ticking boxes; they’re setting a new standard for what a creative agency can be. It’s a fresh, dynamic approach that’s as engaging as it is impactful.
