Our Pledge is a crowd-funding platform, loyalty card scheme and network that promotes and rewards positive behavioural change in brands.

Our Mission

Our mission is to make protest feel positive, accessible, rewarding and fun - and in doing so, to affect healthy and required changes to the world incrementally - but ultimately on a grand scale.

We want to encourage eco-consumerism by making green spending rewarding and fun.

How we do it

We do this by offering consumers a crowd-funding platform through which to persuade their favourite businesses and brands to make positive social and environmental change by using the power of their pound positively. And without having to stop doing what they enjoy. The literally pre-purchase products or services that they desire.

Additionally, we offer small businesses a market research and resource opportunity to enable the changes their customers want to see without any initial financial outlay. Consumers can demonstrate demand.

When a consumer or business takes action, we reward them. Consumers get points, discounted products, invites to green events. Businesses get discounts, listings and a connection to a green business network.

We understand the persuasive power of collective finance on… well, anyone really.

For a step by step account of how it works, click here

I launched an Our Pledge campaign to persuade my local coffee shop to use organic coffee. Thanks to the 50 people who purchased 5 coffees in advance, the owners had the necessary funds to change suppliers and the confidence that this was what their customers wanted. They now host ‘Our Pledge’ coffee mornings for card-holders, where we discuss local conservation!
— John Smith, Our Pledge member

Existing Precedents

Our Screen

Our Pledge was inspired by the Our Screen model. Our Screen is the UK’s foremost on-demand cinema platform, revolutionising how customers interact with their local cinema by allowing anyone to crowd source their own cinema screenings.

Their model works in three easy steps (pick a film - decide where and when - share your screening). The screening takes place as long as a certain number of tickets are bought in advance. Our Pledge works in much the same way.

Kickstarter / IndieGoGo / GoFundMe

Crowdfunding has become a household term. We’d wager almost everyone has been approached to contribute to a campaign launched on one of the above websites at some point in the last 5 years. The concept is familiar, proven and strong. These sites continue to thrive and enable small projects to find audiences, supporters and investors.

Nutmeg’s Socially Responsible Investing Portfolio

The fact this option for investors exists in this accessible, consumer oriented digital wealth manager, is proof that people want to put their money where their heart is. This investment package offers users industry-leading data to give them a real understanding of what their money is doing. As they call it: socially responsible investing (SRI).


Regain is an app that allows you to turn your unwanted clothes into discount coupons. Simple, beautiful, rewarding for everyone.


New app Karma offers anyone the opportunity to source their dinner from the unsold food prepared by local restaurants, cafes and grocery stores at up to half the price! All they have to do then is pick it up as a takeaway and enjoy!


Actyvate is a nationwide Malaysian crowdfunding movement to engage, inspire and motivate youth to create national transformation, through creativity and innovation. Whether you want to create your own project or help bring someone else’s idea to life by making a pledge, they can help you with that.


What qualifies for Our Pledge support?

All Our Pledge campaigns will have to adhere to a selection of ethical and social criteria that will be set in place by our partners and advisors (hopefully following the evaluative system employed by Ethical Consumer Magazine). A campaign must align with the Our Pledge mission, otherwise it will be rejected by the team.


pilot stage: What we want to Achieve

  • 10 successful campaigns across Waltham Forest: 5 started by businesses, 3 by customers and 2 by employees

  • Focus on the food industry

  • 20 local partners

  • Our Pledge app beta tested and feedback collated

  • A local Our Pledge meet-up group to discuss actions

  • Mailing list of 500

  • Social channels established