I’m on a mission to
make it Cool to Care.
Seven years across commercial brands and nonprofits taught me one thing: most brands are doing more good than the world knows about.
That’s why I built Cool to Care. I believe social impact is one of the most overlooked opportunities for brands right now, yet too much of it lives in annual reports and sustainability pages that younger audiences never see. My goal is to change that, helping brands bring impact into the spaces and conversations where Gen Z is already paying attention.
How I Got Here:
A few years ago, I was living in Bali, running a copywriting business for health and wellness brands.
On paper (and on my Instagram stories), my life looked great! But behind the scenes, something felt off. There was a growing gap between what I was building professionally and what I actually cared about. And over time, it became harder to ignore.
I cared deeply about social impact, the planet, and doing my part to make a difference. But my day-to-day felt completely disconnected from any of that. I'd poured everything into building a business, only to look up one day and realise I no longer recognised myself in it.
So in late 2024, I took a huge step back and started asking bigger questions: What do I care about? What matters to me?
I began working with nonprofits pro bono and leaning into the causes closest to my heart. And that’s when I started noticing a pattern: brands and nonprofits were doing important work, but the way their impact was being communicated wasn’t resonating with me.
Not because the work wasn’t meaningful, but because it often felt completely disconnected from everyday life. Caring felt heavy. Corporate. Like something you had to consciously opt into rather than something that could naturally become part of your identity.
The problem wasn’t a lack of care. Young people care enormously. What felt missing was the creative and cultural infrastructure that made caring feel accessible. Even cool.
That idea eventually became Cool to Care.
Gen Z
꩜
Gen Z ꩜
Social Impact
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Social Impact ꩜
My ( non-negotiables )
Belief • 01
Caring is not cringe.
Caring deeply about people and the planet isn't uncool, but apathy and pretending not to care is. Caring should feel joyful and part of everyday life.
Belief • 02
Substance before storytelling, always.
No amount of great messaging can replace meaningful action. The work comes first. My role is helping people connect with impact that already exists, not manufacturing it.
Belief • 03
Hope is a
strategy.
The world doesn’t need more reminders that things are broken. Young people already know that. I believe hope, joy, and possibility can create the kind of energy that turns awareness into action.
Belief • 04
Culture shapes what we care about.
Creators, communities, and everyday conversations influence what people notice, value, and engage with. Social impact shouldn’t sit outside culture; it should live within it.
