How it started. Back in 2020.
Ethical Much started as a ‘Good News’ website, founded by Sheffield businessman, media creator, and journalist Bird LoveGod. (Real name. Long story.)
In 2019 Bird sold his shares in a newspaper he co-founded in London, was writing for the Yorkshire Post every week and looking for a way to explore how to create pro-ethical media. Media that actively does good. He worked with a team to create the EthicalMuch.com website and at the end of 2019 it began publishing Good News.
A few months later, the Good News ran dry. Completely.
Determined to play an active role as a key worker, Bird put cards through letterboxes in deprived communities offering food parcels and utility top ups, and once he realised it only worked with his phone number on rather than an email address, dozens of people started getting in touch asking for help.
Bird would go to Aldi, buy them a week’s shopping, including sirloin steaks and aromatic ducks, and deliver it to their door. Taking a photo and writing a few lines of commentary, then publishing it on EthicalMuch.com, he discovered that actively generating Good News was the opportunity he had been looking for. Media that actively does Good.
It was the worst of times … but it was the best of food parcels.
He published a quality magazine showing the deliveries, and several hundred people in the local area of Hunters Bar became monthly supporters and subscribers.
That’s how Ethical Much was born. Then it went international.
Ethical Much developed as a way to support people in need.
It expanded into Cambodia, facilitated by Muylen, Bird’s wife, who was a charity director there. Guided by Muylen, Ethical Much changed lives and literally saved lives in Cambodia.
Once the World got back to normal, Bird and Muylen continued developing Ethical Much, and despite Bird being diagnosed with cancer in 2022, having many surgeries and immunotherapy treatments, Ethical Much expanded into Uganda and broke the 1000 Acts of Kindness barrier. The magazine achieved 21 editions and almost all of the original supporters, both businesses and individuals, generously stayed.
Now in 2026.
Bird is healthy and Ethical Much is reborn.
As a Kindness Club with Hundreds of Members.
New members contribute £1 a week.
The money is used to do good and change lives, in Sheffield, Cambodia and Uganda.
The magazine has been put on hold, replaced by a monthly email newsletter showing all the kind acts done and how much was spent. Also published here on EthicalMuch.com
And a second monthly email has special offers and bargains from the local business members.
Simple and transformative.
It’s that simple.
If you want to chat with me, Bird, my number’s 07535 670 581. Send a text is best.