Lush Co-Founder Takes Pride in Being a ‘Woke Nerd’
Mark Constantine, co-founder and chief executive of Lush, embraces the term woke as a badge of honor, contrasting many businesses that shy away from the label. Instead of viewing activism as a potential risk to profits, Lush has woven it into the heart of its brand, balancing vibrant bath products with meaningful causes like trans rights and police accountability. Here’s a closer look at Constantine’s philosophy and Lush’s approach to business.
A Bold Business Philosophy
– Activism at the Core: Lush has established itself as a leader in retail activism, notably closing some social media accounts out of concern for the well-being of young users and protesting issues like starvation in Gaza by temporarily shutting stores.
– Visionary Leadership: At 73, Constantine continues to steer Lush with the same principles that fostered its growth from a single Dorset shop to a global entity with 869 outlets and an annual turnover of £690 million.
Embracing the ‘Woke’ Identity
– Pride in Activism: Constantine is unapologetically proud of his woke nerd identity, emphasizing his love for learning and self-improvement. His routine includes early mornings dedicated to writing about birdsong, meditation, and practicing the Alexander technique for better posture.
– Defiant Stance: He makes it clear to those who disagree with his activism: “You shouldn’t come in my shop.” This bold approach stands out in a retail landscape where many businesses prioritize avoiding political debates.
Values vs. Ownership
– Independence Matters: Unlike brands that have sold to larger corporations, Constantine believes that maintaining independence allows Lush to uphold its core values. He criticizes the sale of businesses, citing how it often compromises their original mission.
– Perspective on Social Activism: Ben Cohen of Ben & Jerry’s appreciates Lush’s commitment to social advocacy, stating, “I have a huge appreciation for Lush, their values, and how they use their most powerful tool – their voice – to advocate for those values.”
Preparing for the Festive Rush
– Retail Readiness: Speaking on the BBC’s Big Boss Interview, Constantine likens preparing for the Christmas season to military strategy, emphasizing the need for organization and readiness.
– Creating Experience: To engage customers, Lush has transformed shopping into a holistic experience, incorporating spa treatments and social events aimed at revitalizing High Street shopping.
Economic Perspectives
– Rising Wages: While others express concern about increased National Insurance contributions and minimum wage hikes leading to hiring freezes, Constantine views these changes positively, believing that higher wages can stimulate the economy.
– Commitment to Fair Pay: Although Lush has faced scrutiny for past pay discrepancies—admitting to underpaying Australian workers over $4 million—Constantine assures accountability and improvement, emphasizing their action plan to rectify working conditions.
The Family Business Advantage
– Family Involvement: Lush remains privately owned by its six co-founders, and Constantine finds joy in having two of his children working in the business. He believes family-centered businesses yield better returns and have greater resilience through market fluctuations.
– Concern Over Tax Reforms: Constantine warns that impending inheritance taxes on family business assets could lead many to sell, undermining the strength of family-run enterprises.
Looking Ahead
Despite challenges facing brick-and-mortar retail, Constantine remains optimistic about the future. He advocates for a resurgence of traditional retail values, such as innovation and kindness, to reinvigorate the shopping experience.
“I like to serve. I like the Jeeves kind of feeling,” he concludes with a smile, showcasing the unique blend of activism, family values, and customer service that defines Lush.