When Kindness Becomes a Force for Real Impact
- Jayde Pope
- 43 minutes ago
- 5 min read
Kindness doesn’t usually trend on LinkedIn.
It doesn’t come with a funnel.
You can’t slap a UTM on it.
And no one’s shouting “KINDNESS HACK” into a ring light.
But here’s the thing. Kindness is doing a lot of heavy lifting behind the scenes. In businesses. In communities. And in people’s lives.
And every now and then, it gets caught doing its thing.
That’s exactly what happened when Jas Parslow, one of our team at Magenta MAD, was shortlisted for the Kindness in Our Community Award at the Gatwick Diamond Business Awards.
She didn’t know she’d been nominated.
She didn’t suspect a thing.
And when we told her, her reaction was somewhere between disbelief, laughter, and “wait… are you serious?”
(Relatable, honestly.)
What kindness actually looks like when it’s not just a buzzword
Let’s clear something up.
Kindness isn’t being “nice”.
It’s not sending a smiley face in Slack.
And it’s definitely not a poster in the office kitchen that says People First while everyone’s burnt out.
Real kindness is practical and consistent. Maybe even slightly inconvenient. And It shows up when no one’s watching.
Jas is our Junior Client Lead, but inside Magenta MAD she’s also the person who makes people feel looked after without making a song and dance about it. Who listens when the noise from the world feels like too much. And who genuinely, without hesitation, goes above and beyond for everyone who has the pleasure to know her.
Basically, if Magenta MAD had a nervous system, Jas would be regulating it.
But her impact doesn’t stop at client work.
Taking “volunteering” and absolutely smashing it
Over the past year, Jas has been supporting Mindset Maintenance, a Portsmouth-based CIC focused on mental health, wellbeing, and community resilience.
Now, this wasn’t a “can you post a few things when you get a minute?” situation.
Jas took full ownership of their newsletters and social media, applying the same creative care she gives our paying clients. Because if you’re going to help, you might as well do it properly.
The result?
Under Jas’s management, their online performance has skyrocketed:
Engagement reached 4,000 across their 3 channels — a 133,000% increase
Impressions hit 224,000 across their 3 channels — up 116,000%
Audience growth increased by 231%
On Facebook alone, page reach rose to 71.8k (+40.7k%) with organic impressions at 60.7k (+31.2k%)
Instagram reach exploded to 63.1k (+6.3M%), with 143k views (+14.3M%) — numbers unheard of for a volunteer-run CIC
She also transformed their email marketing performance:
Email subscribers grew by 42.7%
Average open rate rose from 26% to 33.2%
Click-through rate improved by 16%
No flashy announcement. No press release. Just consistent, thoughtful work that made a real difference.
"We are super grateful to have her. Despite her solo parenting and having her own stuff going on in the background, she still devotes so much time helping us tirelessly to keep the wheels turning" – Bianca Brathwaite, Founder of Mindset Maintenance
When real life steps in and kindness goes next-level
Then there’s the part that really gets us.
As the wife of a submariner, Jas knows first-hand what long military deployments do to families. Especially children. Especially the bits that are hard to explain and even harder to sit with.
Seeing her own child struggle, Jas did something extraordinary.
She created a 40-page deployment support pack for Navy children entirely in her own time. A thoughtful, creative, child-centered resource filled with reassurance, activities, and ways to process big feelings.
No client brief. No funding.
No deadline other than “this might help someone”.
That pack is now being shared by schools, charities, and naval support organisations across the UK.
Which is…incredible.
“This is exactly why Magenta MAD exists”
For Magenta MAD’s Founder and Director, Jayde Pope, nominating Jas wasn’t a grand gesture. It was a no-brainer.
“Jas does this stuff without ever thinking it’s a big deal,”
Jayde says. “She uses her skills to make life easier for other people. That’s it. That’s the whole thing. Watching her be shortlisted felt like the universe finally clocking what we already know.”
It’s also a reflection of the kind of business we’re intentionally building.
One where growth doesn’t come at the expense of humanity.
One where values aren’t just words on a website.
And one where kindness isn’t seen as soft, but as quietly powerful.
Jas’s response to finding out she’d been shortlisted was, frankly, perfect. Jas doesn’t see herself as exceptional. She just shows up. Repeatedly. Thoughtfully. Even when she’s juggling a lot of her own stuff.
Which, if we’re being honest, is often when kindness is hardest and most needed.
Shortlisted or not, this already matters
Awards are lovely. Trophies are shiny. And winning would be amazing. But this moment matters regardless of the outcome. Because it’s a reminder that kindness isn’t an optional extra. It’s leadership. It’s culture. It’s the stuff that holds teams, communities, and families together when things get complicated.
Jas doesn’t just demonstrate kindness. She scales it. Quietly and consistently.
And we couldn’t be prouder to have her as part of Magenta MAD.
Why write about kindness on a marketing agency website?
Because kindness isn’t separate from performance, culture, or results. It shapes how teams collaborate, how clients feel, and how work lands in the real world. At Magenta MAD, we believe values deserve as much airtime as tactics because they’re what sustain growth long-term. And the things that matter most in business are often the things no one talks about loudly enough.
Is kindness actually relevant to business performance?
Yes. Full stop. Trust, loyalty, retention, and reputation don’t magically appear. They’re built through how people are treated, day in and day out. In client-facing businesses especially, those things directly impact retention, referrals, and reputation. Kindness isn’t soft. It’s foundational.
Do awards like this really matter?
The work matters more than the recognition. But recognition has power. It shines a light on behaviours worth repeating and reminds people that impact isn’t always loud or commercial. Sometimes it’s quiet, consistent, and deeply human.
How does magenta mad support community impact?
We actively encourage our team to use their skills for good, and give them a percentage of their paid work hours to do so. Whether that’s through volunteering, mentoring, or creating resources that genuinely help people. Not because it looks good. Because it is good.
Author: Jayde Pope is the Founder, Director, and Lead Strategist at Magenta MAD, a boutique creative marketing agency working with ambitious estate agencies, recruitment businesses, and professional service brands across the UK and beyond.
Known for blending sharp strategy with bold creative (and a healthy dose of humanity), Jayde believes the most powerful brands are built where commercial clarity meets genuine care for people. She’s passionate about building businesses that grow sustainably, lead with integrity, and prove that kindness and results are not mutually exclusive.
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