Generation Generous

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Generation Generous: Turn plastic waste into ethically made bags to fight poverty and inequality.

United Kingdom
Year Founded:
Organization type: 
Project Stage:
$100,000 - $250,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Poverty, inequality, environmental pollution.
To tackle these we turn plastic waste into ethically made handbags providing basic needs to people living in poverty globally.
Generation Generous shares one simple mission: to turn the things we want to buy to generosity towards people and planet.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if …we could fight poverty and inequality through providing basic life needs to people around the world by turning all existing plastic waste into ethically made handbags.
About Project

Problem: What problem is this project trying to address?

Fashion has the power to tackle poverty, inequality, environmental pollution. A big challenge since the biggest share of fashion worldwide negatively impacts the environment and disconnects us from our social identity through compulsive overconsumption. Driven by this challenge we tackle these problems by creating a new approach to fashion products.

Solution: What is the proposed solution? Please be specific!

Our business model implies that each bag made can be “Generous”; protect the environment, respect its makers and help alienate poverty. We transform plastic bottles waste to create bags of all sorts. Basically every bag we can think of can be made out of plastic bottle waste! We have an extensive database with fair trade and ethical workshops around the world, which can produce bags and at the same time provide livelihood skills, a decent income and good working conditions. Also through partnerships with both charitable foundations and separate non-profits around the world we can locate amazing sustainable projects that contribute effectively to the alienation of poverty globally through the provision of 5 basic needs.


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Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Each bag made from our first collection: 1. protects the environment by saving 25 50cl discarded plastic water bottles. 2. respects all makers by providing them with good working conditions and livelihood skills. 3. With every bag a customer purchases GG: a. will provide 10 schoolchildren with clean drinking water for 1 year (CLEAN WATER) b. will educate a family on nutrition and methods to reduce malnutrition (FOOD) c. will provide a child with 5 months of safe shelter (SHELTER) d. will be able to keep a child healthy for a year (check-ups, immunisations, dental check ups and more) (HEALTH) a. will provide a girl who has fallen victim to human trafficking with 1 month of English speaking courses (EMPOWERMENT)

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

a. Recycled more than 6.250 Plastic bottles to make bags. b. 500 Hours of fair salaries paid. c. 365.000 litres of clean water to 2.500 schoolchildren (CLEAN WATER) d. More than 200 people educated on nutrition and methods to reduce the incidence and recurrence of malnutrition (FOOD) e. 7.500 nights of safe shelter provided to 250 children (SHELTER) f. 50 children kept healthy for a year by check-ups, immunisations, dental check ups and more (HEALTH) g. 1000 hours of English speaking courses to 250 girls who have fallen victims to human trafficking (EMPOWERMENT). We aim to reach recycle 1 million plastic bottles in one year and provide basic life needs to 150 times more people.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

Our mission is to turn everything we buy to generosity through fashion products that protect, respect and give back to people and the environment. Our first product is made from 100% recycled plastic material. We want to design more products from plastic waste and others made for circularity without loosing their quality standards through recycling. We are looking to employ communities globally that will develop livelihood skills through our products and gain the means for a better life. And we dream that every product made can help to provide at least one basic life need to another human.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

Our aim is to employ talented designers to create stylish, timeless and functional bags which will be sold exclusively online. We seek for further funding in order to develop new bag designs, investigate new fabrics and find new ethical workshops, pay for more staff, marketing strategies to grow our brand’s philosophy. After securing funding we will be able to sustain a profit system coming from the sales of our products.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

There is no other bag brand at the moment, which has adopted all 3 pillars (sustainable materials, ethical work and fundraising) of our business model.

Founding Story

Founded in 2014 by traveler Natasha Athanasiadou after a long influential working experience and a volunteering trip to India in 2012, when she returned back to London and found herself walking along Oxford Street just before Xmas and noticed the hundreds of shopping bags people carried and the amount of money and power embodied in our purchases. Then she decided to create GG wanting to capture, that consumer power and use it for good and specifically to express generosity towards planet and people. The first product would be the iconic generous shopping bag that embodies this philosophy and carries the message for the new generation of generous consumers which she believed we all belong to.


Currently we are 2 full time members including the founder and 4 specialist part-time advisors from Prospero world foundation, Interloom, Ethical Fashion Forum and Fashion Revolution. With the appropriate funding we will be able to employ 3 people full time for Product design, fabrics and ethical production and marketing.
Value Chain: Where does your work fit into the apparel value chain? [check all that apply]


Your Role: What is your relationship to the apparel industry? [check all that apply]

Advocate/Organizer, Brand Representative, Consumer, Designer.

Target Population: What stakeholder groups do you engage or empower in your work? [check all that apply]

Consumers, Designers, Sourcing Manager / Supply Chain Manager, Supplier - contractor, Supplier - subcontractor, Technologists, Women, Youth.

● Intervention Focus: What are you trying to achieve / influence? [check all that apply]

Conscious Consumerism, Environmentally Sustainable Practices, Anti-forced Labor or Anti-Human Trafficking, Recycling or Circular Economy, Transparency.

Lever for Change: Select up to 3 ways your work is helping to transform the industry.

Media, Standards, Technology.

Is your project targeted at solving any of the following key barriers?

A Job is Not Enough: Low-Income Workers Cannot Secure Long-Term Well-Being, Consumers Aren't Motivated to Care: Neither Compelling Reasons Nor Easy Means to Change Consumption Habits.

Does your project utilize any of the innovative design principles below?

Disrupt Business as Usual: Target Key Players Who Can Influence the Bottom Line, Transform the Chain into a Web: Link Unlikely Sectors that Open New Pathways to Sustainability.

Innovation Inspiration: When you first conceived of your project, did you think of it as applicable to the apparel industry?


If you answered "no" to the previous question, which industry was your project originally aimed at transforming?

● Replicating in the Apparel Industry: If your project didn't initially target the apparel industry, how are you specifically tailoring it to do so now?
Are you nurturing or inspiring others to be changemakers? If so, how?

Our vision is to nurture generous consumerism and inspire people to ask for it for the good of planet and people.

● Tell us about the partnerships that enhance your approach. How have you collaborated with others in the industry to increase your impact?

Partnerships with Ethical Fashion Forum, Social Enterprise UK, Rainmaker Foundation, Prospero World, Interloom