We’re giving business as usual the middle finger.

“Business” has a lot to answer for. 

For a long time, we knew that business as usual was unsustainable. And unkind. 

Kind Tide was born from a deeply rooted belief that you could run a business in a way that was kinder, fairer and didn’t have to shit all over people and the plant to make money. 

We only dipped our toes at the start. Focussing on kind communication. Using the power of words to welcome people and make their lives easier. But the time for toe dipping is over. Now we need to suit up and dive in head first. 

We firmly believe you can create a business that does great work, that supports its team, and its wider community, and helps repair the damage we’ve already done. 

And that you can also make quite a lot of money in the process too (because we still need to survive in this capitalist hellscape right?!) 

Using our marketing powers for good, we work with businesses, charities and environmental and social impact projects, basically any group of humans working to regenerate our world. 

We’re using our business to fuel the citizen projects changing the world

Our client work funds free support for social enterprises and community projects. Our first ever client is Plant One, who are regenerating ancient Celtic woodlands in Cornwall. Run by epic humans, doing hugely important work of not only replanting and restoring woodlands, but also restoring our connection to them through education and engagement. 

Why Kind Tide?

Kind Tide was born after nearly 20 years of helping organisations transform their communications from chaotic to calm. It’s a fusion of two of the most powerful things on the planet (and two of the things I’m most passionate about) – kindness and the ocean.

Kindness – because it has the power to create beautiful relationships, and in turn to transform the business world into one of collaboration instead of competition. And because it’s just a much nicer way to work.

And the ocean? Because there’s a beauty to its quiet and consistent power. It knows its own mind and it won’t be swayed from its purpose. Much like the organisations we work with.

Meet Amy

I was branded unruly at an early age for constantly questioning why things are done a certain way and refusing to accept the conventional wisdom of “because that’s the way we do things”.

For years I thought this inability to just shut my mouth and do what I was told was a real weakness. But it turns out it’s actually a pretty useful skill in business.

After spending a decade working in communication for a kaleidoscope of organisations – including two High Street banks, local government, Cambodian and Costa Rican NGOs, and a top London PR agency – I knew if I wanted to make more of a difference, it was time to do things my way.

I wanted to prove you could run a business centered around kindness and collaboration. That by actually talking to and listening to your customers, sales and relationships would feel so much easier, and businesses could flourish as a result. And my goodness was I right.

From housebuilders to financial advisors, groundbreaking charities, the National Trust and the NHS, I’ve helped them bring kindness and clarity into their communication. The results have been revolutionary, not only in terms of financial results, but also in saving huge amounts of time, building better relationships with customers and stakeholders, all helping them to make even more of an impact in the world.

Get to know me better

I LOVE talking to people about how they can make their business mesmerising, and how businesses have the power to change the world. Here are a few places you can hear me talk or read more about what I do:

• Listen to From little ripples come big waves where I talk about how I came to start my business, mental health and setting boundaries.
• Listen to episode 32 of Curious, Connected Conversations where Katy Henry and I talk about being kinder, communicating clearly and how kindness in business could change the world. 
• Read my story in Shine On You Crazy Daisy