Hacking capitalism so it benefits us all
[THE EVRYTHNG MODEL: INTRO | HACKING CAPITALISM | A DEEPER DIVE | OUR IMPACT]
90% of the world's population lives under the capitalist model and it generates around $70tn of revenue through the sale of consumer goods like coffee, chocolate, rum - and all the other good stuff!
That's a lot of money! And if we want to live on a planet where nature thrives and the climate is under control, then we also need a lot of money to fund groups that are protecting nature and the environment.
The fastest way to access that money is to redirect it from the handful of companies that control the global trade in these goods. Companies like Unilever ($7.1bn net profit in '23), Diageo ($4.4bn net profit in '23) and Pepsi Co ($9bn net profit in '23).
But how do we go about redirecting money from such powerful companies? And why do we talk about hacking capitalism as the answer?
The Evrythng model is really simple:
1) We make great products you buy with your weekly shop
2) We keep our overheads radically low
3) And we redirect 100% of the profit to the cause.
Simple, right!? Well as ever, the devil is in the detail so head over here for a deeper dive into how the model works.
But the interesting point here is how we are using - or hacking - the capitalist model so that it fights for us, and not against us.
As we say, changing an economic model that governs 90% of the world's population is hard - so let's focus on the last step: where the money it creates ends up.
Here's how it works for bread, as an example:
The farmer who grows the wheat gets paid.
The miller who turns it into flour gets paid.
The driver of the truck gets paid to deliver it to the bakery.
The baker gets paid to make our bread.
The shop owner gets paid when they sell it to us.
And the government gets their taxes when we pay for it.
AND THIS IS WHERE THE EVRYTHNG MODEL STEPS IN
If the baker sells the loaf to the shop owner for £2 (it's a sourdough, natch!) and it costs her £1 to make it then there is £1 of profit created.
If that baker is a local artisanal operation who cares for the environment and creates 2 local jobs, then great - they should keep that profit!
If the baker is a multinational business that has a history of driving the use of pesticides and fertilizers to extract as much value from nature without a care for the impact that creates, then we say that profit should be redirected to nature protection. Afterall, it's highly likely they are already unimaginably wealthy and don't need any more money!
This is the main question we ask - why do we give all our money to millionaires? Isn't that weird?
If you too think it's weird, then you'll be a fan of Evrythng!
Why not buy one of our bottles of gin, rum or vodka and support us at this early stage?
Don't drink alcohol? That's probably a wise choice. Stick around as we'll be launching into coffee, tea, hot chocolate and beyond as our model grows and more like-minded founders join us for the ride. You can read about our plans for expanding the model over here: Evrythng: growing a network of businesses across the world.
[THE EVRYTHNG MODEL: INTRO | HACKING CAPITALISM | A DEEPER DIVE]
