The founder of Dirty Dough Cookies, Bennett Maxwell, was recently invited to join the Forbes Business Council, and for good reason. His company is expanding at exponential growth. But a lesser known reason as to why this entrepreneur is recognized by Forbes and many other organizations and individuals is his effort in helping spotlight mental health efforts and as a result, suicide prevention, but with a focus for everyone to work on their mental health several times a week, much like going to the gym.
Dirty Dough Cookies presents customers with show-stopping and over-the-top unique cookies and recipes. Each cookie has wondrous fillings because, afterall, ‘It’s What’s Inside That Counts’. The same can be said for each-and-every one of his customers.
“Businesses should be driven, first and foremost, by a higher purpose,” Maxwell said. “I love Dirty Dough because it’s perfect for showcasing that life isn’t perfect. It’s okay to not be okay, life gets Dirty, and it’s most definitely okay to have a cookie once in a while!”
Along with a current list of 65 total franchises sold, and with five opening before July of 2022, alone, Bennett is seeing, firsthand, the type of impact one can have on local communities. His forthcoming non-profit organization is just another mark he will soon leave.
Attempting to Halt a National Pandemic
After listening to a Jonathan Haidt podcast where he spoke about the direct correlation between social media and self-deprecating and harmful beliefs and actions in young girls, along with researching the staggering statistics, as a father, Maxwell knew he needed to do something.
“He said one of the reasons regarding the drastic self-harm increase was in the unrealistic comparison that young people make between influencers and themselves,” said Maxwell. “These girls look at the seemingly-perfect women (and girls their same age) on social media and think, ‘Why can’t I look, feel, think, be like that?’ But they have no idea how those influencers got there — photoshop, dangerous diets, a poor non-digital social life, or a combination of those.”
Having already realized the path for Dirty Dough Cookies, he wanted to attach a purpose to the brand as well, especially as a father, in a time when social media can be detrimental.
Bennett and Co. are on a mission to contribute to local communities where Dirty Dough franchisees currently reside. Giving back to the community is a mission of his and that is why proceeds from sales go directly to benefit mental health education.
“There is an unfortunate correlation between social media and self-harm, which has only increased since the rise of social platforms,” said Bennett. “People tend to often compare themselves and target their imperfections or flaws because of what is portrayed on social media. Dirty Dough has the potential to be the solution in helping reducing suicides.”
This soon to be established, and yet to be named non-profit organization will soon work directly with the corporate office and individual franchisers in these communities. Together, they will all partner with schools and build wellness rooms for students, for the sole purpose to allow them to decompress and focus on their mental wellbeing.
“Nobody can be you but you. The name Dirty Dough refers to the inside of the cookie being ‘dirty’ with more goodies and fillings than any other cookie,” Maxwell stated. “A Dirty Dough cookie is messy and imperfect, exactly how it was meant to be. Our cookies embody our life motto: ‘It’s What’s Inside that Counts’.”
The Value of Wellness Rooms
Wellness rooms are meant for all students to be aware and proactive about mental health.
“When we hear physical health, we think gym and healthy eating but when we hear mental health, we think anxiety and depression. We focus on the negative and being reactive. I want to change this by teaching all kids that mental health should be a proactive approach and worked on weekly, if not daily,” said Maxwell.
These rooms will have tablets that students can grab to learn about mindfulness and being present, utilize guided meditation, learn how to deal with emotions rather than bottling them up, and discover breathing exercises to change their physiological state, among other tools. Dirty Dough Cookies and its non-profit are going to work with and in their franchise communities local schools to provide them with valuable resources, counselors, program structure and maintenance as well.
Although it is a safe space, these rooms are not intended to be a “Safe Space” but rather a place where students learn tools to deal with life rather than escaping it. The charitable initiatives by Bennett, his team and individual franchise owners are laser-focused on providing youth with services and compassion to ensure more children focus more on living their best lives and find success.
About Bennett Maxwell
Bennett Maxwell, Founder of Dirty Dough Cookies, started selling franchises in December 2021 and, in the first 6 months, has franchised over 65 stores. Passionate about building purpose-driven companies, Bennett believes businesses should be driven first and foremost by a higher purpose. He saw the potential of Dirty Dough to show others that life isn’t always clean and perfect. Sometimes it is Dirty and imperfect. Find out more about impacting lives with Dirty Dough Cookies at www.dirtydoughcookies.com
