27th December: Duncan Goose

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 Water 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. 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 water brand of choice for Virgin Atlantic and Starbucks across the UK.

Duncan launched The One Foundation in 2007. The One Foundation is a sustainable charity that creates partnerships between brands, corporate organisations, retailers and recipient charities. The Co-operative was the first organisation to partner with The One Foundation with the launch of the UK’s first own-label ethical water, the Co-Operative’s Fairbourne Springs brand. In May of this year, Samantha Cameron hosted a reception for The One Foundation at No.10 Downing Street, to mark reaching the milestone of £10 million raised for water projects.

Duncan has won numerous prestigious awards including the European Entrepreneur of the Year Award, a Great Briton award, the Chairman’s Award at the Institute of Directors Awards and has been awarded an Honorary Doctorate. During his career he has also been on the board of the John Lewis Foundation, Coventry University and Malaria No More. 

He says one of his proudest achievements was to put £1m on the ground in East Africa four days after the worst drought for 60 years had been declared. It kept 250,000 alive long enough for governments and aid agencies to intervene.