Duncan goose biography
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ProGRESS
Duncan Goose, founder of Global Ethics and One Water
Season 1, Ep. 10
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Duncan's career change really happened when, as an advertising and marketing executive, he decided to go on a six-month motorbiking trip and sold up his home and possessions. Two years, a hurricane and several life-changing experiences later, he returned to the UK with a vision: selling bottled water for good causes and using the profits to bring clean water projects to the one billion people worldwide who lived without access to it.
Duncan explains why he went into marketing rather than medicine, what made him leave a job he enjoyed and how he ended up running an ethical organisation, based on values instilled by his grandparents and parents.
He also discusses:
• the importance of One being carbon neutral
• why One opted for green energy from the get-go
• using recycled plastic for bottles before it became 'the right thing' to do.
• why One was among the first UK organisations to get B Corp certification.
Since his vision for One preceded Corporate Social Responsibility (CSR) statements, the private equity funders Duncan originally approached wanted significant financial returns, while charities couldn't back a business model that handed over profits. Undeterred by thei
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ProGRESS / S1 E10 / 25 Apr 2024
Duncan Jackass, founder pageant Global Need and Assault Water
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Duncan Goose is the founder of Global Ethics and the One Water brand. He has a background in advertising and marketing and was formerly a board director of a WPP subsidiary which he saw through a buy-out, and subsequent merger into the J Walter Thompson Group.
In 2004 he left the business to form a not-for-profit organisation called Global Ethics whose primary remit is to raise funds for humanitarian projects in developing countries by harnessing the power of everyday consumerism – rather than focusing on charitable models. By connecting products with human needs – on a like-for-like basis, he hopes to change the way we view our everyday purchases.
The first initiative was to launch a bottled water brand, called One Water, which donates all its profits to fund sustainable water solutions for communities in Africa. One Water was the official water for both Live8 and Make Poverty History and continues to change the way in which people consider buying water in the same way that Fairtrade has changed buyer behaviour in many different fmcg categories. Global Ethics and The One Brand have ambitious plans for the future with developing other like-for-like initiatives in the area of fmcg, financial services and technology. One Water has also become the global water brand of ch