When raraPR was created back in 2011 I was searching for all things kind. Pure kindness in people – a kind team, kind suppliers and kind clients. I wanted to work in and foster a ‘kind economy’. As well as this I wanted to work with businesses who created and made things while being conscious of consumerism. Not PR as usual.

More than ever I had reached a point where I wanted to share the magical power of PR dust with businesses who legitimately care about the consumer as they would a friend. As well as organisations who put meaningful thought towards how their product impacts the lives of others and the world around us.

If you strip all things strategy away, at raraPR we love connecting people and building community through shared experiences and appreciation for products and services that bring joy to the world, while equally doing good and keeping the environment close to our hearts.

As a team we are energised to work with businesses who see people not merely as a consumer or a lead generator but as someone they can serve – businesses who put the planet and people before profit. And what we’re noticing as a team is that more and more, big business is catching on.

As people we are always evolving and therefore so too are our shopping behaviours – what we buy where and how we buy it. Consumers are voting for and shopping with small businesses more than ever because it is through them that they too can more easily see and make a difference to the world.

There is a subtle yes noticeable backlash towards big business and towards colossal consumption. And I don’t think online shopping and the economy are purely at fault. People want to connect with kind people. And those big businesses that are outwardly and inwardly kind and connect with their audience and suppliers in the same way that a small business would are the ones that are winning.

PR is an industry where we’re often asked to publicise things that are purely self-serving, layered with the neediness for social proof, or entirely for commercial gains. But businesses that put the planet and people before profit is a value system where good decisions can be made and where beautiful things happen – and it is resonating with audiences en masse.

We are becoming a generation where more and bigger is not always better. And at raraPR we’re so very pleased that this year finishes with a noticeable trend where more businesses big and small are taking ownership of an economy built on kindness. Pure kindness is having the ability to listen with patience and act with compassion. Pure kindness elicits loyalty and often triggers eventual purchase and ultimately success in business. It is cool to be kind.

“Kindness is having the ability to speak with love, listen with patience and act with compassion.” “The best and most beautiful things in the world cannot be seen or even touched – they must be felt with the heart.” “Kindness is giving hope to those who think they are all alone in this world.” – Wikipedia

Words by Jade Roberts
raraPR Founder and Director.

raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.

raraPR is an Australian public relations, digital marketing and branding agency. We are PR coaches, brand boosters and buzz creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

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