Five global companies—Unilever, BT Group, Coca-Cola, Marks & Spencer and Carlsberg—have joint forces to provide financial sponsorship to a new online media editorial project Collectively.org that aims «to make sustainable living a new norm.»

The site designed with a mobile-first approach in mind, already contains several articles from contributors who focus on art, food, sustainable technology and living.

The idea to create a collectively-funded (and not-for profit?) media project of this sort was initiated at this year’s World Economic Forum. Since its launch in September 2014, over 20 other leading global brands including Google, Facebook, Nike, PepsiCo, Nestlé and WPP already joined the sponsors and supporters line-up. The Collectively team also seek partnerships with NGO, youth organizations and other parties that could contribute to the mutual goal of popularizing sustainability as a new «cool» mindset and pattern of social behaviour. The site openly accepts articles from contributing authors, however, «only highly engaging stories with the potential to create positive change will be featured.»

One of the «founding fathers» of Collectively, Bea Perez, Coca-Cola’s Chief Sustainability Officer, commented on the launch:

“There’s a powerful and unifying passion building in people to make a difference with their lives. Collectively offers a platform to bring together innovative thinking and best practices from around the world to inspire millennials to channel that passion into action.”

Collectively.org’s site was developed by VICE Media in with sustainability non-profit Forum for the Future, and social-media experts Purpose.