10 Before 2: A wellness initiative
Back in 2022 we wrote a blog about cafes’ role in tackling the loneliness epidemic.
It was a seminal work for us – drawing an explicit line in the sand to state we would not pursue profit over doing the right thing. Sure, we have to turn a profit to be a sustainable business….and doing the right thing is definitely more costly than cutting corners, but there is a lot of open ground between making enough money to survive and putting a Lamborghini in the driveway. We’re happy to sit somewhere in that middle ground.
Following from that blog on the loneliness epidemic, our thinking has continued to evolve. We regard our core business as that of a HR company now – not hospitality – because we believe that if we focus on our people, they will in turn be able to focus on our customers.
Nowadays we also regard Two Before Ten more as a lifestyle brand rather than a coffee company. Coffee is still an important part of our business, but now we like to think of it as a starting point, an opportunity to bring value to their lives. Our goal is to inspire our customers to live their best possible day, to achieve things that make the world a better place. The original reasoning behind the ‘Two Before Ten’ brand was to give customers the perfect start to their day – now we want to inspire them to make that day count towards making the world a better place.
It is because of this thinking that we have started an initiative called 10 Before 2. Inspired by our philosophy that ‘what we do every day matters’, 10 Before 2 encourages people to complete ten actionable tasks before 2 pm every day – on the basis that small achievable tasks help to empower us to achieve more and take control of our lives.
It’s the little daily acts of kindness to yourself and to others that make big things achievable. Whether it’s something small like texting a friend or loved one to let them know you’re thinking of them, or something bigger like working on a new skill or getting some exercise, it all counts and it all adds up.
When we attach our achievements to physical activity, they can help improve physical and mental health. When done as part of a community, they give us a sense of belonging, and help us to surround ourselves with people who will motivate us to build on our accomplishments. And with the two other great epidemics of our time being obesity and depression/anxiety, we feel this is an initiative that can begin to bring small change to the world. If you’re looking for ideas or inspiration, keep an eye on our social media channels – we’ll be posting regular updates of our 10 Before 2 lists, as well as events and community organisations that can help. If social media isn’t your thing, come in and have a chat to us in store.
