Meaningful Performance in Practice

At Monday, something shifted in 2025: after two slow years that felt like steadily pushing uphill, we found our momentum again. 

In the midst of tariffs and huge uncertainty, it was a surprise. 

In part, it’s a testament to the resilience of our clients, some of whom just know that slowing their investment in brand during tough times means competitors will have a huge head start once the economy wakes up. Others have been holding true to their brand for so long that even an economic earthquake couldn’t slow their progress. I’m talking about partners like Keen, who have always held true to their values, who have been manufacturing domestically long before it became an existential choice, and who leaned so faithfully into their quirky aesthetic, they could seize the moment when that aesthetic became cool again. 

But I think it’s also a testament to some exciting structural changes we made at Monday. We elevated two of our female leaders into director roles, creating a four-person leadership team that has meaningfully increased accountability, clarity, and care across the agency. This structure has helped us operate with more intention—balancing strong performance with strong culture.

Notably 2025 was the first year we had no staff turnover. We made one part-time hire (our incredible Marketing Coordinator, Emily, who is likely responsible for getting this report out in front of you) and had a few promotions, but had a consistent team. This means everyone settled into their areas of expertise and had the space to improve their processes and replicate them. 

We continue to lean into our purpose of Meaningful Performance: the belief that world-class creative and tangible business results should never come at the expense of our values, our people, or the planet. As always, our values—ownership, curiosity, adventure, co-creation, and empathy (OCACE, for short)—remain the lens through which we make decisions.

As a Benefit Corporation, we’re committed to transparency and continuous improvement. This report outlines the initiatives and practices that moved us closer to our social and environmental goals in 2025, using B Lab’s B Impact Assessment framework: Governance, Workers, Community, Environment, and Customers.

I’m super proud of where we got to in 2025—especially in how we’ve invested in our people, our local East Vancouver community, and continued to keep our footprint light. At the same time, we remain clear-eyed about where the work is harder, particularly in finding clients whose missions prioritize environmental impact in a shifting political and economic landscape. Consider this our invitation: If you have a mission to both enhance human potential and steward the environment, we want to work with you to elevate your brand position and help you make a much bigger impact. 

— Amanda Lee Smith, CEO

GOVERNANCE

Commitment to Best Practices:
We continue to adhere to B Corp best practices, including reviewing and amending our policies, keeping them centralized and accessible, and maintaining transparent governance processes across the business.

Equitable Access:
We continue to offer a discount to women founders and founders of colour, to keep a portion of our services accessible to underrepresented entrepreneurs.

Responsible AI Policy:
This year, we created and implemented a formal AI policy to guide responsible usage. Our policy limits careless or unnecessary use of AI tools, with a specific focus on minimizing the environmental impact of energy-intensive technologies while maintaining ethical and human-centered creative practices.

EMPLOYEES

Fair Compensation & Cost-of-Living Raises:
We implemented quality-of-life raises of 3% across the business, ensuring compensation keeps pace with cost-of-living pressures. We also maintained the practice of profit-sharing (seven years and counting!), distributing a designated pool of revenue to the team if they achieve their quarterly targets and goals. 

Increased Wellness Fund:
We increased our annual wellness fund to $250 per team member, giving the team greater flexibility to invest in their physical, mental, and emotional well-being beyond their existing health benefits.

Tripled Professional Development Investment:
The team has always had access to $1,500/person for development each year, we used significantly more of it in 2025. In fact, we tripled our spend on professional development, reflecting my belief that growth and learning are core to our culture, and truly a competitive advantage. This year’s investment supported conferences, coaching, courses, and skill-building initiatives across the team.

Flexible Work Model:
We reduced the required in-office presence to one day per week, allowing for greater autonomy and a reduction in commuting impact (see Environment). Because Co-creation is one of our values, however, we still come together every Wednesday. 

COMMUNITY

Volunteerism:
For the fourth consecutive year, our team volunteered with Union Gospel Mission’s Christmas hamper program—helping families with limited resources shop for meaningful gifts for their children and assembling hampers based on their wish lists.

Local Event Sponsorship:
We proudly sponsored the Eastside 10k—also for the fourth year in a row—continuing our support of sport, community, and health in Vancouver’s Downtown Eastside.

Knowledge Sharing & Thought Leadership:
Sharing our knowledge has always been a guiding principle at Monday. And in 2025 we continued to do this through digital media. Last year we published 17 new episodes of our podcast, My Best Campaign; 10 articles on our blog, Monday Magazine; and 10 issues of the Monday Memo newsletter.
These platforms allow us to share practical insights, celebrate great work, and contribute to the broader marketing, creative, and sustainability communities.

Mentorship:
For the third consecutive year, our CEO, Amanda, served as a volunteer mentor with the Futurist Project, supporting emerging leaders in the outdoor and sustainability sectors through structured mentorship and project guidance.

Charitable Giving:
We increased our charitable giving by 10%, continuing to support a mix of local, national, and global organizations working in health, equity, education, and community resilience—specifically The Vancouver Writers’ Exchange, Union Gospel Mission, Big Sisters of BC Lower Mainland, Doctors Without Borders and the Red Cross. For the second year in a row, we offered donation matching for any employees who donate to relief in Gaza. 

ENVIRONMENT

Shared Office Space:
We began sharing our office space with another agency, effectively doubling the efficiency of our footprint while maintaining the same energy usage—reducing our per-company environmental impact without compromising culture or collaboration.

Reduced Commute Impact:
By reducing required in-office days to once per week, we cut our team’s commuting impact by approximately 50%, significantly lowering transportation-related emissions.

Responsible AI Use:
As noted under Governance, our AI policy includes environmental considerations, helping reduce unnecessary energy consumption tied to excessive or careless use of AI tools.

CUSTOMERS

Shifting Market Realities:
Full transparency: in 2025, fewer clients engaged us to serve explicitly environmental missions. We see this as a direct result of shifting political priorities within the U.S. administration, which has influenced broader business focus across many sectors. While this trend has made it more challenging to find environmentally driven partners, we remain committed to advocating for sustainability, circularity and responsible business wherever possible.

Circularity Leadership:
Amanda led a panel at Circularity in Denver, focused on how brands can maximize the impact of their secondhand resale programs. This work continues our commitment to advancing circular business models through education and influence.

Looking Ahead to 2026

As we move into 2026, we’re focused on growing in three key areas:

• People: Continuing to invest in wellness, compensation, and learning to build a resilient, inspired, wildly creative team.
  

• Planet: Further reducing our environmental footprint through operational efficiency and responsible technology use (let’s be honest, our impact as a service business is pretty small, but we’re always tightening the screws).
  

• Purpose-driven Work: Proactively seeking and supporting brands that align with our values—especially those working toward circular and regenerative futures and education. This year we’ve already made some changes so that our spending better aligns with our convictions—like cancelling our Amazon Prime subscription and purchasing from Canadian companies.
  

One of our brand pillars at Monday is “possibility” because we really do think everything is figure-out-able. We love having you on this journey with us as we improve every year and don’t settle for the status quo. Follow along to see what kind of progress we make in the year ahead.