Rituals has committed €20 million between 2026 and 2028 to partnerships and programmes supporting youth mental wellbeing through its 10% Profit for Impact initiative.
The Profit for Impact pledge commits 10% of the company’s annual net profits to initiatives supporting the wellbeing of people and the planet. Rituals expects the Profit Pledge to contribute €300-400 million over the next decade.
Rituals Founder and CEO Raymond Cloosterman commented: “The challenge is no longer knowing what works. The challenge is scaling proven solutions to reach more young people.”
According to the World Health Organization, one in seven adolescents will experience a mental health condition. Rituals said its youth mental wellbeing investment addresses a gap between the availability of support and their accessibility.
While governments, schools, healthcare providers and non-profit organisations have developed programmes, many struggle to reach the young people who could benefit from them, the company noted.
Rituals is part of UNICEF’s Global Youth Mental Health Coalition, whose other members include Spotify, Sony Group Corporation, lululemon and the Z Zurich Foundation. Through the coalition, Rituals provides funding and awareness support to help expand solutions with demonstrated impact.
The commitment also builds on Rituals’ support for Super Chill, a programme using playful body and mind exercises to help children recognise emotions and develop practical ways to respond to them. According to Rituals, the programme has reached more than 250,000 children across the Netherlands, Germany, the UK and France.
Rituals said the investment reflects its ambition to embed social impact within its business and extend its contribution to wellbeing beyond its products and services.
“Many organisations already provide young people with the tools, support and expertise they need to build resilience, connection and emotional wellbeing,” Cloosterman added.
“The challenge today is helping those proven approaches reach more young people. We believe brands can play a role in increasing access by using their reach and influence on support partners with deep expertise. Through 10% Profit for Impact, we hope to contribute to that joint effort.”
“We have a very good understanding of what supports young people’s mental health,” said UNICEF Netherlands Head of Advocacy and Programmes Esther Polhuijs. “We know, for example, that social connection is a powerful protective factor for young people’s mental wellbeing.
“The challenge therefore is no longer developing new solutions but ensuring that proven approaches reach young people at scale,” she added. “Partnerships that share our ambition and help expand that reach can make a real difference in providing more young people with the support they need.” ✈
