Aiming to change the perceived narrative of purpose-driven brands beyond granola crunching, tree-hugging, and mindfulness, POP Communications has launched Earthling & Co. The dedicated brand-building and communication support service division speaks to today’s global, informed, and responsible consumers facilitating connections with companies committed to a greater good.

With Earth Day (22 April) on the horizon and April being a time to consider impacts on the planet, sustainable options, and wellness practices, Earthling & Co’s launch aligns with its purpose.

Since its inception over five years ago, POP Communications’ ongoing alignment with organizations committed to making a positive impact on the world, became more than a specialty. Representing 25% of the client portfolio, this connection deserves its own space within the firm.

"After seeing synergies between clients, we found that purposeful partnerships not only support individual brand objectives but facilitate engagement with a wider pool of regional customers. These collaborations, which evolve and progress naturally, encourage customers to authentically engage with such brands. Sarah and I knew we built something special and opted to create a devoted space for purpose-driven brands to connect, thrive, and grow," said Zainab Imichi Alhassan Alli, Co-Earthling and Co-Founder of POP Communications.

Earthling & Co. works with clients focused on doing good for people, the planet, and animals. The team wholeheartedly believes that every business has the power to make a difference. To help find that 'conscious POP,' the firm’s ‘earthlings’ consult with clients to understand goals and create a strategic plan to bring forth or unearth a responsible message.

"The current generation of global customers has had a profound impact on the way brands engage with and maintain customer relations globally. Transparency, sustainability, well-being, and purpose drive this customer base. When organizations and concepts can communicate in a manner that facilitates a genuine connection with this segment, other target customer bases will follow. Zainab and I are part of this generation so we understand and speak the same language," said Sarah Curtis, Co- Earthling and Co-Founder of POP Communications.

Services include brand strategy, media relations, thought leadership content, social media management, and influencer engagement. Solutions are tailored to meet unique needs ranging from a social enterprise, a vegan brand, a company working to minimize its carbon footprint, increase social initiatives, or simply want to move in this direction.

The client portfolio includes a mix of international, regional, and local names such as Future Farm, Saba Plant-Based, Rooted Regimen, Etika Jewels, The Kur, Veganow, and Terra.

"Our ultimate goal is to tell the stories of those who want to change the world and help brands activate their purpose. We believe that by doing so, we can inspire positive changes in others," said Sarah and Zainab.