At the heart of everything we do, there’s a ‘why’ that drives us, and it’s more than just a question- it’s a commitment. 'Be the Why' stands at the centre of our values and provides the purpose. Its fuels our endeavours and is intrinsically linked to our B Corp status. It’s not just why we chose to do something; it’s being the reason why a colleague or customer has a good day!

Putting kindness at the core of JoJo represents our commitment to showing compassion, empathy, and understating in all that we do. ‘Be Kind’ serves as a reminder that our intentions, whether with colleagues, customers or the wider community, should always reflect patience and respect. ‘Be Kind’ is more than a sentiment; it’s a guiding principle that shapes our intentions and fuels our journey.

JoJo is built on communities, from colleagues to customers, regardless of our location we stand united, working together as one cohesive team because we recognise our collective strength far surpasses our individual efforts. In embracing this value, we open our doors to diverse perspectives, ensuring that every voice is not only heard but valued. ‘Be a Community' reflects our dedication to cultivating a sharded space where mutual support drives our success.

To 'Be a Pioneer' means to stand out from the crowd, to be adventurous, courageous and passionate. Doing this personally and as a company helps us to bring about meaningful change. ‘Be a Pioneer’ allows us to empower ourselves and each other to break free from the familiar and experiment with new ideas. It shows our dedication to being at the forefront of our industry and redefining what’s possible.