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Draft:GoKindly

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  • Comment: In preparing this draft, I disclose that AI assistance was used as follows: I used Claude (an AI assistant) to help research sources, check each sentence against its source and citation format, and Grammarly for feedback on sentence structure. Claude suggested draft wording for some sections, which I revised and checked against the sources. I wrote all edits and details by myself. Funstuff01 (talk) 04:13, 1 October 2026 (UTC)


The correct title of this page is GoKindly. The substitution of the # is due to technical restrictions.

GoKindly (stylised as #GoKindly) is an Australian social enterprise founded in 2018 by Laura McConnell (also known as Laura Conti or Laura McConnell-Conti) and David Conti.[1] [2] [3] The company mainly produces bedding and sleep products. Its headquarters is located in Coburg, an inner suburb in Melbourne, Victoria.[4][5]

GoKindly also manages a take-back and recycling program [6] [7], and has won a Good Design Award [8] [9] for the design of its Signature Pillow. The company operates with a model that allocates 50% of profits to initiatives addressing housing stress and homelessness. [3] In February 2022, GoKindly became a certified B Corporation.[10]

History

[edit]

GoKindly was established in 2018 as a for-profit social enterprise integrating retail sales with charitable giving.[1] [3] The company focuses on production and distribution. It had seven staff in total by October 2021.[11]

In 2023, it was listed in SmartCompany's Smart50 Workplaces for providing secure employment and flexible shift options. [5] McConnell was named as one of the finalists in the 2020 Online Retailer Industry Awards (ORIAs) under the Australia Post Unsung Hero – Small Retailer category as CEO of GoKindly. [12]

Social enterprise

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When GoKindly launched, the company funded one night of accommodation for a woman experiencing homelessness for every four pillows sold. [13] The company made its first donations of $500 each to the Melbourne emergency housing provider WISHIN and Women's Housing Ltd. [3]

By 2022, the company donated half of its profits to Juno and Women's Housing Ltd.[7] Students, pensioners and low-income earners received a 25% discount. [13]

Products and operations

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The company sells bedding products which are made in Australia. [13] Its Signature Pillow received a Gold Good Design Award in 2024. [8] [9] The Circular Economy and Business Innovation Centre (CEBIC) featured GoKindly's recycling program as a case study in circular economy practice. [6]

Pillow recycling program

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GoKindly started its recycling program for used pillows in April 2022. The pillows go to a Melbourne fabric recycler, where staff separate and sort the fabric and filling. The pillow material is processed into yarn, then shipped to India for use in new goods.[6][7] GoKindly's memory foam pillows are recycled separately into carpet underlay. [14] The program only accepts GoKindly pillows. Customers pay a postage fee and receive a discount on replacement pillows. [7][14]

References

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  1. 1 2 Jacobs, Elli (1 February 2026). "Who is looking after the baby? When Laura needed support, she faced this instead". Sydney Morning Herald.{{cite news}}: CS1 maint: url-status (link)
  2. ↑ Boddy, Natasha (16 March 2021). "'You're weird': why two in three workers hide their identity at work". The Australian Financial Review.{{cite news}}: CS1 maint: url-status (link)
  3. 1 2 3 4 Booth, Meredith (14 June 2019). "Meet the CA Turned #GoKindly Founder: Laura Conti CA". Acuity Magazine, Chartered Accountants.
  4. ↑ "Contact us @ #GoKindly". #GoKindly. Retrieved 30 September 2026.
  5. 1 2 "Smart50 Workplaces 2023: GoKindly". SmartCompany. 3 April 2023.
  6. 1 2 3 "#GoKindly: closing the loop on pillow waste". Circular Economy and Business Innovation Centre. 25 November 2022.
  7. 1 2 3 4 Kraner-Tucci, Ruby (15 September 2022). "Ethical practice at the heart of Australia's first pillow recycling program". Pro Bono Australia.{{cite web}}: CS1 maint: url-status (link)
  8. 1 2 Lockett, Mia (26 September 2024). "Small social enterprise #GoKindly wins Good Design GOLD Award". Inside Small Business.
  9. 1 2 "#GoKindly Signature Pillow". Good Design Award. Retrieved 30 September 2026.
  10. ↑ "#GoKindly". B Lab. Retrieved 28 September 2026.
  11. ↑ Maskiell, Lois (27 October 2021). "Small business turns to private delivery service after Australia Post delays cost $10,000 each week". SmartCompany.{{cite news}}: CS1 maint: url-status (link)
  12. ↑ "Here are the Winners from the 2020 ORIAs". Power Retail. 27 November 2020. Retrieved 28 September 2026.{{cite web}}: CS1 maint: url-status (link)
  13. 1 2 3 Coggan, Maggie (3 July 2019). "Get a good night's sleep and tackle homelessness". Pro Bono Australia.{{cite web}}: CS1 maint: url-status (link)
  14. 1 2 "Australia's First Pillow Recycling Program". #GoKindly. Retrieved 29 September 2026.
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