"To look beyond ourselves and beyond the borders of countries, ethnicities, religions and cultures." With these words, the Tokyo conference of the World Kindness Movement came to a close, leading in 1997 to the signing of the Declaration of Kindness. A treaty signed by charities, NGOs and nations from different parts of the world that today feels more relevant than ever. It was precisely to promote the values of empathy, solidarity and positive relationships that 13 November was established as World Kindness Day, celebrated every year with gatherings, flashmobs and initiatives of all kinds. Naturally, it is the roughly thirty countries adhering to the movement — Italy among them — that make the real difference, as they are called upon to make decisions regarding sustainable and inclusive development. Nevertheless, kindness is a daily practice nourished by small actions in which everyone can play their part. On the occasion of World Kindness Day, we have selected five startups dedicated to fostering positive and constructive relationships with others and with oneself.

5 startups for World Kindness Day

• abillion
• AWorld
• Bmind
• Empethy
• GJ

abillion

"Shifting globally to a plant-based diet can reduce climate impact by 75 per cent, water pollution by 73 per cent and damage to wildlife and ecosystems by 66 per cent." And furthermore, "reducing global meat consumption by 20 per cent would free up resources to feed one billion people." It is with these words of kindness towards oneself (in terms of health), others (in terms of food access) and the environment (in terms of reducing polluting impact) that the startup abillion was born. The platform and app aims to build a community to guide people and businesses towards cruelty-free choices in food and everyday use. Founded in 2018, it now brings together thousands of restaurants, hotels and brands offering plant-based and low-impact products. Thanks to geolocation, users can find veg options near them. Moreover, for every review of a product or venue, users accumulate credits that can be converted into donations to non-profit organisations: nearly five and a half million dollars have been donated so far.

AWorld

Also committed to promoting and encouraging the adoption of sustainable daily practices, in line with the Sustainable Development Goals of the 2030 Agenda, is AWorld. The B-Corp, founded in Turin in 2019 and recognised as Google's Best App for Good in 2023, has so far supported the adoption of over 26 million positive actions for the Planet. How? Through engagement and training pathways spanning various areas: from food to transport, from the home to purchasing choices. Every user can calculate their own polluting footprint and follow gamified journeys filled with practical tips for living more sustainably. And among the values and pathways promoted through gamification are kindness and gratitude. Together, everyone can generate a wide-reaching positive impact: this is the guiding principle that drives the community.

Bmind

Kindness is practised not only towards others, but also towards oneself, by taking care of one's psychological wellbeing. Technology can help here too: Bmind proves this, a startup that seeks to reduce the risk of therapeutic dropout through the best possible patient-therapist matching. It starts with a questionnaire, and based on the patient's characteristics and needs, the algorithm suggests a free initial consultation with the psychologist deemed most suitable from among those working with the platform. If the user is satisfied, they can continue with individual sessions or four-session packages at subsidised prices. There is also an internal chat function for direct contact with the therapist. With an eye to everyday wellbeing, Bmind also offers dedicated services for companies, with the aim of creating more positive working environments.

Empethy

Of the twenty million animals living in our homes, three million come from adoptions. It is estimated that only one in five Italians adopts an animal rather than buying one. This is a ratio that Empethy wants to reverse by making the adoption process simpler and more accessible, overcoming prejudices and resistance. To this end, the startup has created a platform that connects users with dogs and cats looking for a home. Thanks to the search engine, anyone can browse a pet's profile and get in touch with volunteers, shelters, kennels and catteries sharing the stories of animals in need. The conscious adoption that Empethy aims to promote is an act of love and kindness — much like what happened to its two founders: Annamaria Barbaro, an adopter herself, and Lorenza Silvestri, an active volunteer.

GJ

Mind, body, relationships and environment. In the balance of a person, all these dimensions carry weight and must be considered in their entirety in order to better express oneself. This is the holistic vision offered by the integrated pathways of GJ, which combine traditional medicine techniques with practices of psychophysical harmony. To achieve this, the startup draws on a multidisciplinary team that guides patients in finding the best treatments for their individual needs. Wellbeing and health thus go hand in hand in this comprehensive approach, which seeks to provide an online wellbeing tool. Alongside doctors, nutritionists and psychotherapists, coaches and personal trainers are also on hand to offer all-round support in tackling challenges in the professional, emotional and family spheres. With just the right measure of care and kindness to finally help one's potential bloom.