Adventure World, a leader in responsible travel, is strengthening its long-standing partnership with Ethik, a purpose-driven fair trade retailer, to underscore their shared commitment to ethical sourcing, meaningful storytelling, and community uplift. This year, the collaboration culminates in a festive Christmas initiative: sending key trade partners and media a handcrafted polar bear.
The initiative is the latest in a successful multi-year partnership that demonstrates how large-scale travel operations can collaborate with small, ethical businesses to create purpose-driven outcomes.
A Partnership Built on Shared Values
For several years, Adventure World has commissioned bespoke, ethically made gifts from Ethik for its industry partners. These gifts have previously included Moon Bears (to align with the company’s Animals Asia partnership) and llamas, with each item embodying Adventure World’s ethos around responsible travel, culture, and environmental respect. The 2025 festive gift—a handcrafted polar bear—continues this tradition, symbolizing the partnership’s focus on connecting partners to global causes.
“Our partnership with Ethik is a tangible representation of our deep commitment to responsible travel and cultural respect,” says Neil Rodgers, Managing Director of Adventure World. “Every gift tells a story, and by working with Ethik, we ensure that story is one of ethical craftsmanship, community empowerment, and positive impact. The polar bear initiative is a wonderful, feel-good moment that reinforces these values just in time for the holidays.”
Ethik: The Good Story Shop
Ethik, founded by Nicky and Steve Cannon in Huskisson, NSW, began from Nicky’s career in travel, which fuelled her belief that travel should actively uplift communities. What began as a small hobby selling fair-trade bags from Nepal has grown into a thriving business, aptly tagged “A Good Story Shop.”
Ethik sources high-quality, handmade products from global artisans in places like Nepal, India, and Kenya, choosing every item for its positive impact and a meaningful backstory, a commitment which founder Nicky Cannon notes is powerfully amplified through their partnership with Adventure World: “Even though we are a small business, this partnership allows the stories of our global artisans to reach a wider audience, showing that ethical small-business craftsmanship and large-scale travel can truly create something more meaningful together.”
This initiative serves as a powerful reminder that travel has the power to uplift communities, and every Ethik product carries a story, a story Adventure World is committed to sharing with the world.
