Avodah Global: Balancing Social and Financial Goals

Avodah Global (Avodah) is a social enterprise headquartered in Brisbane, Australia, with manufacturing operations in Cambodia. Its vision is to provide safe employment, vocational training, and long-term career opportunities for at-risk women and survivors of human trafficking while disrupting exploitative labour practices in the global garment industry. Avodah differentiates itself through ethical sourcing, fair wages, and B Corp certification, positioning itself as a socially responsible alternative to traditional manufacturers. However, as Avodah has scaled, financial pressures have intensified, resulting from its limited manufacturing capacity and production inefficiencies.

In August 2024, co-founder Liz Henderson needed to redefine Avodah’s value proposition to leverage its B Corp certification and social impact mission, determine which product lines would optimize its marketing mix, and determine the most appropriate market segment to target. In addition to the high-level product and market decisions, Henderson needs to improve operational efficiency to build a sustainable future for Avodah and the communities it supports.