One part West African, One part West London, Whelan was raised in a cultural melting pot and brought up on a strict diet of Notting Hill Carnival, overpriced trading cards, jumpers for goalposts, and TV. A determination to be more than ‘another statistic’ and overcome early adversities has made him highly sensitive to the human condition. Through the power of storytelling, he hopes to improve the lived experiences of marginalised communities in housing, education, and the arts.

People expect brands to rise to society’s challenges

Shared Values

People expect products and services that feel made for them

Personal Worlds

People want their identities to be reflected in mainstream culture

Collective Equity

United Kingdom

Shopping

Supermarkets and food

Asda’s Ramadan aisles will provide the Muslim community with a one-stop-shopping solution during the holy month. By combining a range of products by established brands and smaller, family-owned businesses, the initiative hopes to improve cultural awareness and elevate accessible food options.