Nonprofit Brands for Good launches GOOD FOR SG in conjunction with SG60

Brands for Good, an organisation that aims to help transform businesses and business leaders into catalysts for positive change, marked a significant milestone at the 2025 edition of the Brands for Good awards. Attended by Mr Edwin Tong, Minister for Law and Second Minister for Home Affairs, the event also saw the launch of GOOD FOR SG, a nationwide campaign launched in conjunction with SG60.

Aimed at all Singapore residents and businesses, the campaign is a call to action for residents to exemplify six values through their everyday actions: Kindness, Inclusivity, Responsibility, Integrity, Harmony and Resilience. As the online movement evolves and expands, it will stretch to include initiatives on the ground, including public challenges, pledges and community-grounded programmes.

Its ultimate goal is to become a living gallery of stories, collecting stories of giving and kindness from ordinary people everywhere in Singapore. These real-life stories and initiatives will then be spotlighted and memorialised as part of an ever-growing movement, seeking to leave a legacy of giving for the future generation.

Mr Garry Lam, Chairman of Brands For Good, said on the GOOD FOR SG launch, “From supporting children with special needs to uplifting low-income families, our Social Impact & Responsibility programmes are moments of human connection, not check boxes. The more businesses that step in, the greater our collective impact will be.”

Originally founded in 2017, Brands for Good is a non-profit organization that aims to nurture a supportive community, leveraging the key role businesses play in society as a positive economic driver and a potential force for good. By partnering with charities like Extra.Ordinary People, Brands for Good recognises purpose-driven enterprises that are committed to doing good for society. It will also be collaborating with Collective Perspectives and SGEnable to create a new online platform for job matching, aimed at connecting persons with disabilities with inclusive businesses to empower them financially.

This year, the 2025 edition of the Brands for Good Awards drew 80 nominations, recognising 41 organisations across four principal award categories: Culture for Good, Business for Good, Technology for Good and Leadership for Good. Each category has three tiers of recognition — Champion, Distinction and Honouree — and awards are given to companies and organisations who are breaking ground in their respective industries, setting benchmarks for ethical practices and transformative purpose.

Apart from companies, six Value Champions of 2025 were honoured at the gala for, each exemplifying one of the movement’s six pillars: Resilience, Harmony, Kindness, Integrity, Inclusivity and Responsibility. This award is aimed at recognising outstanding individuals who embody each of their chosen values through their actions and commitment to shaping a better society. This year, the Value Champions were Carrie Tan, Mohamed Irshad, Junie Foo, Dr Andy Poh, Dr Lim Soon Hock, and Gregory Vijayendran SC.

This year, the Awards also marked a change in pace — apart from honouring outstanding companies, the awards expanded to feature three other topics of societal importance. These topics were the expansion of Brands for Good’s regional influence, increasing the number of people positively impacted by each company as a result; ESG & Beyond, which highlighted businesses that actively sought to promote sustainability in everyday workflows by embedding Environmental, Social and Governance habits into their company; and Inclusive Leadership, which shone the spotlight on pioneers and changemakers that consistently and actively advocate for diversity, equity, accessibility and collaboration in their companies.

On the Brands for Goods 2025 Awards, Mr Garry Lam said, “Let tonight be a spark – a reminder that when we unite around values, we don’t just celebrate the past, we shape a future that is not only prosperous, but deeply purposeful.” This comes amidst a growing wave of companies in Singapore contributing back to society, with small-to-medium sized enterprises amongst the largest contributors recorded.

As Singapore celebrates its 60th anniversary amidst turbulent global outlooks, the stepping up of companies and organisations as both economic and social forces of good points to a shifting local volunteering culture — one that should be continued if times ahead continue to be troubled.