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we’ve all felt the black friday frenzy. the dizzying deals, the pressure to buy, the quiet guilt about overconsumption. it often feels like a choice between a good deal and a good conscience.

but what if this year was different? what if your black friday cart could actually reduce waste instead of adding to it?

to understand how, we first need to understand the beast we're up against.

a brief history of the black friday "frenzy"

the term "black friday" didn't start as a cheerful shopping spree. its origins are murky, but one of the most common stories points to 1950s philadelphia. police used the phrase to describe the chaotic and unpleasant day after thanksgiving, when hordes of suburban shoppers and tourists flooded the city, leading to traffic jams, shoplifting, and general mayhem.

for years, it was a term retailers disliked. in the 1980s, they tried to rebrand it, pushing a more positive (and profitable) narrative: this was the day retailers' accounts went "into the black" (meaning profitable) for the year.

this rebranding was wildly successful. but it came at a cost. it cemented a culture of hyper-consumerism, built on a linear model of take-make-waste.

the problem with the "take-make-waste" model

this is the system black friday thrives on:

1. take raw materials from the earth.

2. make products, often cheaply and designed to be replaced.

3. waste them in landfills after a short life.

it’s a system that depletes resources, pollutes our planet, and clutters our homes. the "deal" isn't really a deal when you consider the true environmental and social cost.

our alternative: the circular refillery model

this black friday, we’re flipping the script. we’re not just offering a sale; we’re inviting you to participate in the circular economy.

a circular economy is designed to eliminate waste. instead of the linear "take-make-waste" model, it's a closed loop:

• keep products and materials in use.

• design out waste and pollution.

• regenerate natural systems.

and the simplest, most powerful way to participate? refilling what you already have.

your black friday action plan: consume intentionally

this year, your most powerful purchase isn't a new thing—it's a refill of a thing you already love.

we’re making it easier than ever to choose differently. for black friday, we're offering a promo at the nil refillery.

this isn't a discount designed to make you buy more than you need. it’s an incentive to make the sustainable choice the easy and affordable one. at the nil refillery, our name is our mission: to aim for nil harm and nil waste, one refill at a time.

your savvy shopper checklist for a conscious black friday:

• buy what you need, not just what's on sale: look at what you’re actually running low on. a refill of your favorite shampoo or laundry detergent is a purchase with purpose.

• choose the circular option: every refill is a direct rejection of single-use plastic and the wasteful linear model.

• support a system you believe in: by refilling with us, you’re voting with your wallet for a world with less waste.

this black friday, let’s move beyond the hype and the hustle. let’s put our money where our values are and build a system that’s better for all of us.

come into the nil refillery this black friday weekend and turn your empty bottle into a statement. let’s make this one truly green.

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You read labels for your family. But what about the companies behind the products?

B Corp is a badge for good companies. Think of it as the "Fair Trade" seal for the entire business.

To get it, companies must pass a tough test proving they:

• Treat their people well

• Protect the planet

• Give back to their community

Our founder, Anna, wasn't sure she needed the badge. She felt that nil products, was already doing the right thing. But she realized B Corp is bigger than one company—it's a global movement building a better economy for our kids.

Why This Truly Matters for Your Family

This isn't just a feel-good sticker. It’s a promise that impacts the world your children are growing up in.

• You're Investing in a Healthier Planet: B Corps are legally required to consider their environmental impact. This means less plastic in our oceans, fewer chemicals in our soil, and a real commitment to leaving a lighter footprint. You're choosing products that help safeguard your children's future.

• You're Supporting Fairness and Equality: These companies are audited on how they treat their employees—from fair wages to healthy work environments. When you support a B Corp, you're supporting a business that cares for its work family, creating a more ethical economy for the next generation.

• You're Building a Stronger Community: B Corps are designed to give back. They are often deeply involved in local projects and charitable causes. Your purchase helps fuel positive change right in your own neighborhood.

In a world of confusing marketing and "greenwashing," the B Corp logo is a signal you can trust. It’s a simple, powerful way to make your family's spending align with your values.

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Why I did not want to do B Corp Certification?

As many of you know, my background is in law. I spent over 12 years as a commercial lawyer in large firms and later as a Chief Legal Officer in the public sector. My professional world was steeped in regulation.

So, when I set up Munch Cupboard Limited (now trading as nil products), it seemed obvious to me that we needed to avoid greenwashing at all costs. From the beginning, we undertook stringent research on the lines we marketed and grounded everything in our purpose and constitution. Transparency was also non-negotiable. We openly reported on our social and sustainable impacts long before it was expected of businesses. Without realising it, I had taken a regulatory approach in my business. But unlike regulation, which can often be rigid, I thrive on innovation and change. Perhaps that tension between structure and adaptability was the perfect complement.  So over the years I thought we did not need to go through the B Corp process as we were already doing all the requirements I saw that was needed for the certification.

We were one of the first small companies in New Zealand to transparently report on our environmental and social impacts. This was before ‘B Corp’ was a thing, and before consultants were packaging up “regulatory environmental services” for businesses.

Very few people cared about plastic waste 10 years ago. Yet we saw clearly the compounding effects: the products, their packaging, and the resulting waste on our limited planet.

Fast-forward to 2023, I started reading more about B Corp. I realised it had grown into a global initiative, aligning with my view that systemic change is a key way to achieve meaningful impact.  Having said that currently we are doing our ‘little bit’ to make a difference. Every step does count, even if not at a high level systems playing field.

Segwaying a bit here, but last week I attended a lecture at Auckland University with my clothing designer friend Liz Mitchell. We listened to Professor Kate Fletcher, the leading academic on sustainable fashion. Her message was crystal clear: global systems change is essential.

Her words made me reflect on how I could contribute more to systems change. For me, part of that is exercising my voice in civic life like supporting candidates such as Laurie Foon who are working towards systemic environmental change. Go for Laurie!

Kate’s view of clothing also stuck with me as she described clothes as another layer of who we are, connecting us to the earth. It was poetic, but also deeply practical.

Like many businesses the last two years has been super hard. We have seen so many businesses fold. There was no way I was going to let that happen, I think the reason I held on was sheer stubbornness—my “never give up” attitude. But another part was a desire to work through the B Corp process and discover whether I truly believed in it. When I start something I really need to finish it!

The process was immense. It took more than 18 months and resulted in over 40 new documents reinforcing our social and environmental commitments. A fully developed work manual emerged as a by-product which was an unexpected but valuable tool.

Along the way, I also helped other businesses through their own B Corp journeys, and now I continue to support others through my consulting work. 

Last week, we officially received our certification. But for me, the certification itself is less important than the process. That process embedded what we already do and gives us even more authenticity and credibility.

While the business headlines this week say our economy is struggling, from my perspective our business is on the rise. I have some more exciting news to share with you next month. It hasn’t been easy, at times it has been incredibly hard (particularly with the personal struggles 2 years ago) but it feels so good to see things working out.  Many things (for want of a better word) are coming to fruition. That feeling is amazing. I love that feeling!!

Till next time,
Anna x

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As Plastic Free July sweeps across the globe, we’re reminded that true change begins in our own homes. For many, cleaning products are the silent plastic offenders – those colorful bottles under our sinks that promise cleanliness while leaving a dirty legacy for our planet. But what if we told you sparkling surfaces and sustainability aren’t mutually exclusive?

Why Plastic-Free Cleaning Matters

Every year, billions of plastic cleaning bottles end up in landfills and oceans, where they:

• Release toxins as they break down

• Harm marine life

• Rarely get recycled (only 9% actually do)

Switching to plastic-free alternatives is one of the easiest ways to reduce your footprint.

3 Features of Truly Sustainable Cleaning Products

1. No Plastic Packaging

• Look for: dissolvable sheets, tablets for reusable bottles, or compostable wraps

2. Safe, Simple Ingredients

• Plant-based formulas, no hidden "fragrances"

3. Multi-Purpose Use

• Fewer products = less waste (e.g., one tablet for floors, counters, and glass)

3 Easy Swaps to Start With

1. Multipurpose Tablets

• 1 tablet = 500 sprays in your own bottle

• Removes stains without plastic waste

2. Floor Cleaning Sheets

• Pre-measured, rosemary-scented sheets

• Just drop in water – no heavy bottles

3. Foaming Hand Soap System

• Reusable glass bottle + biodegradable tablets

• Lasts for years, not weeks
  

Small changes add up. This July, pick just one swap and join the movement toward a lighter footprint.

Ready to start?

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I have been thinking about leadership this month. Mainly because I feel that we are lacking quality leaders in the world.  I am also concerned about people who are seeking leadership positions and I shudder to imagine what damage they could do if they were to obtain such positions.

Years ago, I completed a paper on leadership under my MBA and I have done some executive leadership courses but none really have resonated with me.   Last month I went on a business retreat with other successful entrepreneurs and one of the workshops required us to write about our ambition with the purpose of inspiring others.  I noticed many took a process driven approach to the work rather than mounting wonderful arguments around inspiration, change and desire to offer the world ones personal talents.  Do people seek process for safety? I suppose structure feels safe, it gives a roadmap, a clear path and a checklist of what ‘good leadership’ should look like. But process without vision becomes mechanistic, it lacks soul.   Our world is oversaturated with managerial thinking, where is the inspiration? Am a loan ranger again and just too over optimistic?

Is it because too many people restrict themselves with process, systems and are not able lead by intuition, the heart and what could be.  The ability to dream, to inspire, to imagine a better world is not a luxury, it is a necessity. Without imagination, leadership becomes a glorified maintenance job.  Are we not dreaming enough to be able to articulate that dream? Are leaders getting too tied up in the weeds rather than delegating the action to others? Yes the ‘how’ is very important and creates credibility for a leader. They must be able to show how they intend to implement their inspiration.  But what I am talking about is the inspiration.   Maybe one could articulate this as transformative leadership (even that word ‘transformative’ makes me cringe) rooted in authenticity, emotional intelligence with a moral compass and not just KPIs, power, money and status.

I personally want a leader to inspire me, a leader that I can look up to not just because they are successful in their political or business pursuit but because they are good humans doing well for their own families and for the world. How can I look up to a leader that maybe treating their own staff, family or spouses with disregard?   I also want a leader that is progressive and moves with the modernisation of our social fabric.  Think Ghandi (amazing man but abused his wife), Trump (not so monogamous approach to his marriages and his non progressive views on society) and let’s not even consider all those tech leaders….Eion Musk etc.

We have for too long accepted the idea that one can be a great leader while being an absent parent, a toxic partner or an unethical human behind closed doors.  Is my criteria too high or is should this be the new base line we must fight for?  A leader who does not compartmentalise values. Who does not show one face to the world and another at home.

Today I asked my AI to create a list of all the leaders in the world that had a successful career and personal life. Very interesting indeed. A good example of AI biases at play.  It listed Gandhi, Jeff Bezos to name a few.  As we know an AI learns from biased data. My AI has mirrored a world that has not yet made space for those stories of transformational leadership.  We need them more than ever.

Is it at all possible to have a women leader who has children and a partner? Think Helen Clark, Mother Teresa, Oprah Winfrey. Where are my role models? Or am I asking too much, again?  I think the system makes it excruciatingly difficult for women with families, think about Jacinda Ardern who gave us a rare glimpse of motherhood in office but the pressures pushed her to step down. I am asking for a new story of leadership!  Am I asking too much?

One may argue that you do not need to be successful in both your career and personal life to inspire. But not for me, I need both. I want to see my interpretation of good character in both their career and how they treat their loved ones, the vulnerable and how progressive they are in seeing the world.  An ethical, heart centred, visionary leader. Argghhh. Why is it so hard to find a leader like that?

Last week a wonderful collaborative group of women formed The peoples select committee. A group of women from all parts of the political system who are trying to restore equity and the upkeep of our legislative system. Yes that is great leadership of many.  Maybe the future is less about the single, iconic hero leader and more about constellations of wise, heart led leaders moving in harmony. But the reality is that I still want a leader that fits into my ideal. Where are you???

Till my next monthly musing.
Anna xx

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