Our story

Hi, I’m Robyn, mum of two, researcher, writer, entrepreneur + quite frankly ~ a concerned citizen.

Our family, like so many, have lived experiences of bullying at school, in the workplace + observed it in the community. My heart breaks every time I listen to a tale of disrespectful, bullying behaviour. So rather than complain about it, I decided to do something about it.

I’ve been researching neuroscience, psychology + human development in order to identify the root causes of bullying. It turns out the solution is fairly simple ~ humans long to belong. We crave love, acceptance + respect. If we don’t receive it or haven’t been shown how to develop traits such as kindness + empathy ~ we go to all sorts of lengths to get our share.

Unfortunately in some cases this leads to people commanding power over others to make themselves feel worthy. Bullying is rife in our society, fuelled by media + technology, so alas, even though the primary root cause is simple, resolving the damaging + costly social issue isn’t easy.


Choose the ‘Tude is all about taking responsibility, making choices + taking action

We believe by raising happy humans, we can create kinder communities.

We also believe everyone is doing the best they can with the tools they have. New tools are required to keep up with our changing times, to help us navigate the evolving tech landscape + emerging social trends.

As a business owner for over 25 years, I’ve always felt Businesses are an integral part of the fabric of our communities + can (+ should) actively support the communities that support them. We are a Social Enterprise that creates + supports kind community initiatives because we believe all humans deserve to thrive.

The solution requires a whole of community approach. The more people focusing on kindness, no matter what environment they are in, the less opportunities + need there is for nastiness.



To raise happy humans + create kind communities


To positively impact current + future communities by raising awareness, sharing ideas + inspiring acts of kindness + connection


Connection: Increases empathy + kindness

Kindness: Celebrating the good in the world

Respect: For self, others + things

Choices: We always have a choice

Humanity: Embracing sameness + uniqueness

     Social Enterprise member