The confusing structure of The Kielburgers’ WE brand (comprised of a company and also comprised of the charity org formerly known as save [ed: different org] Free The Children) is probably the least troubling thing about them.
A similarly named org - Save The Children - had a notorious reputation for building a feel-good brand that ultimately helped nobody except the runners. It’s hard not to see shades of it, when, for example, one looks at the company the Kielburgers launched off the value of their charity , WE. (Formerly known as Free The Children)
There can be no ethical consumption under capitalism, but this is a new low.