The original #BetterBusinessPioneers

Ethar Alali

Ethar is the CEO and Founder of ReallyRecycle and Automedi. Both companies are on a mission to fix recycling, by deploying cradle-to-cradle circular economies that turn waste into products. 

ReallyRecycle helps individuals to recycle the plastic materials their councils won’t take, and brings transparency back into recycling, allowing users to know exactly what happens to their waste. Automedi allows businesses to ‘print’ 3D equipment and products instantly and onsite from their own plastic waste. Ethar’s aim is to “turn the oil tap off and regenerating natural systems by maximising the circularity of existing resources.”

Ethar is passionate about using science and innovation to tackle the climate crisis: “Earth needs humans to focus on more sustainable actions that balance the inexorable tussle between the needs of humanity and the needs of the planet. We can't keep taking natural resources, turning them into something unnatural and hoping nature can deal with it.”



Russ Avery

Russ is the CEO and co-Founder of Avery & Brown, a creative agency that supports sustainable companies in the built environment. Russ is an advocate for using business as a vehicle for positive change – his role as CEO allows him to integrate sustainability into almost every decision, from staff or supplier management to which clients to work with. 

“We sign petitions, go on climate marches, create dozens of free resources like our Regenerative Business Mind Map, donate to causes like ClientEarth, and support ecosystem regeneration projects. I love my role, because it allows me to enact our vision and foster a company culture aligned with it.”

He also recognises the vital importance of the strategists, designers, and marketers he employs in tackling the climate crisis. “Creative agencies play a critical role in ensuring communications are transparent and truthful, that consumers aren’t manipulated, and that businesses use their platforms for good. Responsible consumerism is essential if we are to turn the tide on climate change.” 

Ryan Flaherty

Ryan is a Content Producer for the Better Business Network, a community for purpose-driven business owners and leaders looking to make the world a better place.

The core aim of the BBN is to encourage collective action by upskilling its members through training and free resources, and connecting businesses through events and networking. Ryan sees his creative role as essential to that goal: “I want to amplify our positive impact by producing educational, effective content that reaches new audiences and creates change.” 

Ryan was keen to align his career with his personal values, knowing that the greatest contribution he could make was his time and creativity: “Young people, like myself, are increasingly drawn to working for businesses making a difference because it allows us to align our personal values with our professional endeavours. I see it as an opportunity to be part of a positive change, contributing to a more sustainable and ethical world.”



Helena Houghton-Casella

Helena is the Sustainability and Operations Executive at OPEN Media, an out-of-home advertising company.

For Helena, it doesn’t matter how old you are, or what resources you have to hand, there is no excuse not to play your part. Whether it’s by simply asking brave questions or actively advocating purpose-driven practices: “Everybody, especially business leaders, has to take action now for there to be any hope for the future of our planet and everything that calls it home.”

In their role, Helena’s core focus is on engaging and educating other people: “A big part of my role is keeping us honest and responsible, including the delivery of our annual Progress Report, keeping the team clued up about best practices with Carbon Catch Ups or Carbon Literacy training with the Better Business Network. We’re passionate about bringing everyone on the journey with us, both inside and outside of our industry, so hosting events like our B Corp Month brunch and speaking on panels is important to be a good example to others at the start of their journey.”

Lucy Lettice-Cohen

Lucy is a co-Founder of &Sisters, a period care brand on a mission to rid the world of plastic and chemical ridden menstrual products. The company was set up in response to the lack of regulation on the use of plastic, pesticide, fragrances, and bleaching agents within menstrual products, with Lucy and co-Founder Claire (her mum) dreaming up a prototype for a new kind of conscious period product.

Lucy is passionate about using the &Sisters platform to promote education of menstrual and reproductive health –from myth busting toxic shock syndrome to destigmatising periods – and using the company's success to remove barriers to high quality and safe period products, with the company donating 1% of its annual income to non-profits.

The environmental impact of &Sisters' mission is no less important to Lucy. Disposable period products are a huge contributor to plastic waste, so &Sisters ensure they use the most earth-friendly ingredients and processes, with every product made of 100% organic cotton.



Joy Stevenson

Joy is the B Corp and ESG Project Manager for MPM Products, a brand family that develops high-quality pet food, using the best natural ingredients that are free of additives. 

As an experienced project manager, Joy transforms goals and ideas into practical solutions that involve the entire workforce: “I am wholeheartedly dedicated to pushing boundaries and expectations through my commitment and resilience to fostering positive change. My dedication to learning and setting ambitious targets inspires the same level of commitment from all our employees.” 

One thing Joy promotes is the importance of continuous  learning, whether through active participation in peer groups like the Better Business Network, or by setting her sights on the next achievement through MPM's B Corp certification. For Joy, this constant drive to learn is about discovering and implementing new and innovative ways to reduce the business’ environmental impact and that of the pet food sector as a whole.

Ciaran Armstrong

consultant, Sustainable Pathways

Ciaran is the Co-Founder of Sustainable Pathways, impact business developers that develop practical solutions for businesses and individuals ready to drive change in the 21st Century and beyond.

Ciaran is a sustainability professional who specialises in working with SMEs, with specific expertise in sustainability strategy and workshop facilitation. Ciaran founded Sustainable Pathways with his father, Jamie, with the intention of developing a collective of like-minded people working together to create a positive impact.

Jannine Barron

Regenerative Business Mentor

Jannine is a Regenerative Business Mentor who mentors business pioneers with the internal and external journey required for real world impact.

Jannine works with people who have the courage to challenge boundaries and envisage new possibilities. She draws from over three decades of experience in four purpose-driven enterprises, and is a specialist in mentoring regenerative leadership, business acumen, intuitive guidance, and much more.

Adam Bastock

Founder, SMAll 99

Adam is the Founder of Small99, a company that provides small businesses with carbon reduction plans to help them reach Net Zero through manageable steps. 

Adam works tirelessly to prove the financial efficacy of integrating sustainability into business, and to increase access to and understanding of sustainability by sharing free resources and bringing people together. Adam is the founder of the community events People, Planet, Pint and People, Planet Pastry, as well as co-founder of the Sustainability Events Calendar. 

Corin Bell

Founder, Open Kitchen

Corin is the Founder and Exec Director of Open Kitchen.

Open Kitchen is Manchester's leading sustainable, ethical food and drink social enterprise. They work with a mix of food that would otherwise go to waste, and local, sustainable ingredients purchased from ethical, independent producers. Open Kitchen’s team of chefs create seasonal and thoughtful menus provided for a range of events and their cafe, bar and event space in Spinningfields. All profits support people struggling with the cost of living in Greater Manchester, and Open Kitchen is a proud Real Living Wage Employer. 

Katherine Ann Byam

Founder + Podcast Host

Katherine Ann Byam is the founder of the Women in Sustainable Business Awards, the Wisbys, an annual movement led by a team of volunteers to celebrate women in sustainable business from all over the world. Katherine also hosts the  Where Ideas Launch – The Podcast for the Sustainable Innovator, ranked among the top 5% globally.

Katherine’s philosophy is that it is through curiosity we will solve problems: “I believe in the power of practical solutions, ethical clarity, inspired action and empowered businesses and individuals to change the course of our current trajectory.”

Lee Chambers

DIRECTOR, ESSENTIALISE

Lee is the founder and chief psychologist at Essentialise, a consultancy focused on people sustainability through the embedding of wellbeing and inclusion within organisational design and behaviours.

Lee is passionate about work being a net positive for humans, and is currently focused on inclusive leadership practice and allyship as vehicles to regenerative cultures and collective systems change towards a conscious model of business, where all stakeholder matter.

Nick Christoforou

Founding Partner, NEO

Nick is passionate about giving the ideas that are making our world a better place the platform they deserve. That’s why he started Neo, a brand agency working exclusively with purposeful organisations, more than 20 years ago. At the time, Neo was virtually peerless. It was part of the first B Corp UK cohort and embraced conscious leadership before wellbeing in the workplace was taken seriously. Since then, Neo has proudly supported the pioneers of business, charity and social enterprise.

Nick is also a trustee of the Welsh Centre for International Affairs (WCIA), which is leading the way in promoting global citizenship.

Gareth Dinnage

MD, SEACOURT

Gareth is the Managing Director of Seacourt, a carbon neutral print and communications company that hasn’t sent anything to landfill in the last 14 years, and has invented its own printing process that doesn’t require water or chemicals.

As the leader of Seacourt, Gareth’s role is ensuring that being a better business is front and centre in all decision making. No ‘ifs’, ‘buts’, or compromises; Gareth keeps Seacourt true to its mission of trying to create a truly regenerative printing company.

Liana Fricker

Founder, Inspiration Space

Liana Fricker, Founder of Inspiration Space, empowers solo founders and 'Companies of One' through passion, profit, and impact. Recognised by Startups Magazine as a 2022 Most Influential Woman, her mission is to "Inspire the Inspired." 

She is a co-founder of the Women Founders Club, supporting 150K+ female entrepreneurs, and a mentor at Somerset House. Her focus is on harmonising human activity with environmental responsibility, paving the way for a new generation of conscious entrepreneurs.

Kathryn Frimond

Your LOcal Bookeeper

Kathryn is bookkeeper and business owner, with over 10 years' experience in the financial sector.  She strongly believes that small businesses can make the most impact and positive change.

Her bookkeeping and accountancy practice “Your Local Bookkeeper” supports planet focused small businesses to achieve financial clarity, as well as guiding the SMEs and the bookkeeping community on the race to net zero. In 2023, Kathryn became the winner of the first Women in Sustainable Business Awards as Ethical champion. She was also nominated and short listed for a Good Small Business award.

Celia Gaze

CEO, The wellbeing farm

Celia is the Founder and CEO of The Wellbeing Farm – a sustainable venue for weddings and events, and the first wedding venue to become B Corp certified in March 2022.

Celia came across the concept of purpose-lead business and the B Corp movement during the COVID-19 pandemic, there by finally finding something that resonated with her values. Instead of focusing solely on profits, Celia wanted to use The Wellbeing Farm to leave a legacy – a hospitality venue which seeks to deliver good in the world and aims to make a difference.

Ruth Hannan

Director, People's Powerhouse

Ruth is the Director of People’s Powerhouse, a community interest company that works to bring people of the North together to discuss, explore, share and celebrate all the amazing grassroots organisations in the North.

Ruth brings together her experience of service delivery, policy influencing, system change and participatory practice to explore how societal inequalities can be addressed at the local, regional and national level.

Graham Hansen

Director, Lawbox Design

Graham is the Director of Lawbox Design, a business that helps innovative, creative, and sustainable companies to enjoy legal services as a proactive investment in their business.

Graham provides legal expertise alongside strategic input, and strives to assist clients with embedding legal thinking and risk management as a value driver, rather than an obstacle. Graham believes in taking a wider and holistic view of businesses and the people involved in both running and working within them.

Rebecca Heaps

founder, tentshare

Rebecca is the founder of Tentshare, a tent-matching service that is reducing pressure on the planet through creating a sharing and carbon reducing camping community.

Driven to take regenerative action through a core belief system built on the principles of equality, peace, truth, integrity, and simplicity; Rebecca has embedded these values into her business, so that all actions of Tentshare members are naturally geared towards the act of regeneration.

Danielle Heward

Founder, Optimo

Danielle is the Founder of Optimo, a business improvement firm that helps change-makers optimise their organisational operations.

With over 15 years' experience in operations and consultancy, Danielle was determined to establish a new kind of business improvement firm. Disheartened by the damage done by mainstream business, she set about creating a company that would promote positive change by elevating those organisations making a genuine difference in the world. Danielle's passion is for connecting with people, understanding what drives them, excites them or scares them, and using that connection that to get to the core of their needs.

Ed Hobbs

Operations Manager, X + WHY

x+why is a flexible workspace provider on a mission to change the way the world works, for good.
The spaces are designed to be more than places to work. They are hubs for connecting, collaborating, amplifying, and learning.

For Ed, the driving force behind his sustainability actions is an acknowledgement that widespread change is needed, for sustainable business practices to become the norm. Ed believes that uniting, inspiring and amplifying the work of a purpose-driven community of companies, partners and employees is an effective catalyst for that change. 

Matt Hocking

CEO + Founder, LEAP

Matt is the Founder of Leap – a B Corp Certified design agency the he set up based on his deep belief that the only way to do business is with a planet-centred approach.

Matt knows that although we can do things alone, we can always do them better and go farther together.

Matt’s highly collaborative approach to business has also led him to found other initiatives including Goodfest, a festival of creative conversations, and The Sustainable Creative Charter, which encourages creative agencies and professionals to publicise their sustainability goals and reflect them in every meeting and project.

Francesca Kennedy Wallbank

Co-CEO, CarbonBright

Francesca is the Co-CEO of CarbonBright, an automated platform decarbonising supply chains in the CPG industry, enabling suppliers, brands, and retailers to identify, measure, and reduce their environmental impact.

Francesca is dedicated to making eco-friendly choices easier for everyone, and her expertise in life cycle assessments and passion for sustainability helps support companies meet their net zero goals through supply chain decarbonisation. With a focus on reducing single-use plastic, Francesca also founded H2OSQD in 2020, a reusable water bottle company.

Sophie Lee

director, electric peach

Sophie is the Director of Electric Peach, a brand storytelling and impact consultancy and B Corp that grows change-maker brands through impossible-to-ignore brand experiences. Electric Peach focuses on growing purpose alongside profit, never at the expense of people and the planet. Every member of their team is trained in accessibility, equality, and regenerative business practices.

Sophie leads Electric Peach’s vision to turn marketing and advertising into a force for good, and is an award-winning NCTJ-qualified journalist and brand strategist that helps impact-led leaders shine through eye-catching storytelling and electric communications.

Simon Lewis

Partner, Brabners

Simon is a Partner at Brabners, a leading independent law firm and certified B Corp. Simon is an advocate for the role of the legal sector in sustainability: "Many lawyers are trusted advisors to senior management and owners of businesses and so are well placed to have conversations with the people ultimately responsible for the sustainability of their businesses. Leading by example is the best way to stimulate those conversations." 

Simon is also passionate about aligning his professional career with his personal values: "my focus is on showing the business case for sustainability. I do what I can as an individual, but I feel I can have the biggest impact by leveraging the size and reach of Brabners to bring about change."

Anna Liversidge

Marketing & Sustainability Lead, B&B Press

Anna is the Marketing & Sustainability Lead at B&B Press, a family run business that is passionate about creating brilliant, sustainable print.

In her role, Anna challenges the status quo in the print industry. To Anna, while it's essential to address the environmental concerns associated with print, it's equally critical to consider the broader picture, including digital emissions. Anna takes a holistic approach to B&B Press’ marketing and business practices; determined to transform misconceptions about print by actively educating and inspiring others to make more informed choices.

David Macdonald

Founder, Path Financial

David is the Founder of Path Financial, an ethical financial advisory business with expertise in sustainable and impact investing, and providers of sensible financial advice aligned to personal values.

David set up Path Financial after a period of reflecting on mankind's destruction of the environment. Shocked by the unprecedented climate and ecological emergency and the disastrous path towards extinction we face, David realised that a huge impact could be made by revolutionising the investment model so that savings are solely invested for the good of people and planet. David believes that we all have the power contribute to sustainable action by aligning our wallets with our values.

Jenny May

ESG Manager, UNily

Jenny is the ESG manager at Unily, a SAAS platform for internal communications and employee experience.

Jenny is a sustainability professional dedicated to driving positive change through responsible business practices. With a passion for creating social value and minimising environmental impact, Jenny works with Unily to integrate sustainability into its core strategy. By going beyond the expected Net Zero commitments and ESG framework, Jenny supports Unily in using its voice to advocate for policy change, set bold and public targets for accountability, and embrace cutting-edge technology.

Birgit Memminger-Rieve

Managing Director, ENVIROSUSTAIN

Birgit is the Managing Director of German sustainability consultancy, Envirosustain. Since 2007, Birgit has dedicated herself to the sustainable management of real estate and is recognised as a leading expert in building certification and ESG consulting.

Birgit is passionate about using Envirosustain as a force for good – both through the work it does for its clients, and as an employer and contributor to the economy. Throughout 2022, the company donated to a different charity each month, before announcing a 10-year partnership with Rewilding Europe to support the charity financially and through their expertise. 

Krishnan Patel

Founder, Tales to inspire

Krishnan is the Founder of Tales to Inspire, a content platform that shares inspiring stories of individual achievement through its podcast and blog. 

Krishnan’s goal is to engender ambition, empathy, resilience and optimism in children and professionals alike through the power of storytelling: “The driving force behind my regenerative actions has always been the need for positive change in society and ultimately for the betterment of the individual, based out of a mutual understanding of respect.” By using real world examples that demonstrate these characteristics, Krishnan runs workshops in schools and businesses to encourage people to re-evaluate their lives and those of the people around them. 

Madelyn Postman

Joint Md, grain sustainability

Madelyn is the Joint Managing Director of Grain Sustainability, a consultancy that supports organisations with sustainability assessments, planning, and implementation.

Madelyn believes businesses need to play a key role in creating an equitable and safe world. Throughout her working life, she has always been focused on business objectives, be it connecting strategy with creativity in branding and design or building the business case for sustainability. She is a B Leader, helping companies become B Corps, and facilitates Climate Fresk workshops in which people can learn the science behind climate change. Madelyn naturally fosters community and connections, and she galvanises sustainability action.

Erinch Sahan

Business + Entrepreneurship lead, Doughnut Economic Lab

Erinch is the Business & Enterprise Lead at Doughnut Economics Action Lab (DEAL), a part of the emerging global movement of new economic thinking and doing. DEAL works with changemakers worldwide to help create economies that meet the needs of all people within the means of the living planet.

Erinch leads DEAL’s work on business and enterprise. For over 10 years, he has focused on the transformation of the business world to make it regenerative and distributive by design – exploring governance and ownership models that embed social and ecological priorities.

Masami Sato

FOUNDER + CEO, B1G1

Masami is Founder & CEO of B1G1, a global business giving movement that brings unrestricted access to untapped giving possibilities, initiatives and resources to help business leaders from across the globe navigate and drive their corporate giving journeys.

Driven by her deep belief that every business has the power to create a significant difference, Masami embarked on a mission to make giving an inherent part of every business transaction. Masami is the guiding light behind almost every B1G1 project, and having lived in and travelled to over 30 countries across 5 continents, Masami’s experiences have given her a unique perspective on life and giving.

Fiona Shaw

Founder, Ethos magazine

Fiona is the Publisher and Co-Founder of Ethos Magazine, a magazine that connects sustainable ideas, people and places, with stories about work, ideas and life. Covering stories about the most progressive business leaders, their teams, ethos and ideas to give a unique insight into how they’re changing how business is done.

Beginning her journalism journey in the late 90s, Fiona quickly discovered businesses were generally not in the business of being responsible or sustainable. After finding that world difficult to navigate and feeling like a fish out of water, she decided to instead focus her attention on championing and celebrating businesses that were trying to make a difference in the world.

Kelly Smith

Strategic + Creative Partner, NEO

Kelly co-owns Neo, one of the first creative agencies to work exclusively with pioneers of social and environmental purpose.

Committed to using her craft as a driver for social change, Kelly takes complex truths and finds the simplest, most urgent way of making them matter to the world. Her work has helped rally movements for equality, rejuvenate floundering support services, and win funds for game-changing initiatives. 

Pre-pandemic, she volunteered her skills to community-led arts project Hidden Stories, which co-created a graphic novel and online resource compelling people to think differently about mental health, neurodiversity and invisible disability. 

Simon Ursell

MD, Tyler Grange

Simon is the Managing Director of Tyler Grange, a consultancy that supports the success of environmental planning projects with expert arboricultural input. Tyler Grange believe in creating something truly different, working to achieve its purpose: to build a better world for people, communities and the environment.

Simon’s background is rooted in environmental science, and after suffering a brain haemorrhage in 2014 which was brought on by stress and the unsustainable energy he was putting into his work, he learned some valuable lessons the hard way. Simon continues his work as a mindfulness practitioner, focussing on the emotional fitness of his teams and the businesses he works with, allowing companies not just to survive, but thrive. 

Jonny White

CEO, Ticket Tailor

Jonny is founder and CEO of Ticket Tailor – a "tech startup" in a notoriously scrupulous industry. After seeing record growth post-covid, Jonny questioned the growth obsession that the tech world instills every day, and rethought everything about the way they do business. 

"Growth On Purpose" was born as the vision for the company which stipulates that for every ticket sold there must be a positive impact on ALL stakeholders. Amongst many initiatives, this model includes sharing out 15% of profits with the team, donating a penny to climate causes for every ticket sold (over £230k donated so far), and becoming a Certified B Corp.

Louisa Ziane

COO, TOAST ALE

Louisa is the COO of Toast Ale, a business brewing craft beer with surplus fresh bread that would otherwise be wasted in place of barley. Through this process, Toast Ale uses less land, water, and energy, and avoids carbon emissions. By Giving all profits to charity instead of shareholders, Toast Ale funds systematic change to fix the food system.

Louisa is a certified management accountant with a background in sustainability consulting and digital marketing. She’s passionate about social enterprise and the growing B Corp movement, using business to solve social and environmental problems. As CEO, Lousia manages Toast Ale’s commitment to people, planet and profit and ensures the brand is true to its purpose: to end food waste over a cheeky pint.

Meet the brains behind the campaign