Communicating Purpose with John Higginson: Recent Episodes
John Higginson
My name is John Higginson and I’m on a mission to revolutionise communications by focusing on the power of purpose. Each week I will interview a leading light in the communications world, getting insight into what it means to be in PR, why it is so important and - most importantly – why it is governed by purpose.
Join me each week on my new podcast. Listen anywhere you get your podcasts and don’t forget to give it a review.
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Dan Harris, Founder and CEO of Neurodiversity in Business.
Neurodiversity in Business is a remarkable charity and business forum dedicated to advancing best practices in neurodiversity recruitment, retention, and empowerment. Their mission is to help organizations create more neuro-inclusive workplaces while championing the one in five neurodivergent individuals in today’s workforce.
Although NiB is run entirely by unpaid volunteers, it partners with some of the world’s largest corporations—reflecting the growing commitment across industries to embrace neurodiversity and inclusion.
In this episode, we discussed:
🤝 Destigmatising neurodiversity in the workplace and fostering genuine inclusion
🏢 Why businesses thrive when neuro-inclusion is embedded at their core
💬 My own personal journey with ADHD and how it has shaped my career
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Charlotte Morgan, Senior Head of Communications at BBC News.
At the heart of the world’s largest broadcast news organisation, Charlotte helps shape how the BBC engages global audiences, navigates controversy, and builds trust in its journalism around the world. From organising the launch of a new bureau in a foreign country to leading communications through national moments, Charlotte offers a unique perspective on telling the story of a public institution trusted by millions worldwide.
Charlotte brings a wealth of experience from both government and media. She began her career as a Press Officer in the Civil Service—working at the Department for Transport, the Office of the Deputy Prime Minister, and the Department for Communities and Local Government—before moving into senior communications roles at the BBC. Today, she plays a pivotal role in ensuring the BBC’s messages cut through on both the national and international stage.
In this episode, we discussed:
🚦 Working in the Department for Transport during the “good day to bury bad news” scandal
🗳️ Broadcasting live from the BBC briefing room during last year’s general election coverage
📣 Why repetition is a powerful tool for delivering a clear and consistent message
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Rachel Epstein, Head of Marketing and External Affairs at Skyral.
At the forefront of this British advanced modelling software company, Rachel leads Skyral's global marketing, brand strategy and external affairs - shaping how this innovative data company communicates its mission, drives innovation to predict tomorrow's issues and positions itself in a rapidly changing defence and technology landscape.
Rachel brings a wealth of experience from the private and public sector. Before joining Skyral, Rachel worked at tech giant Palantir, was a senior press officer for COP26 and before that, a Senior Communications Officer at the Ministry of Defence and Cabinet Office. She is also the first guest I have had on who also worked at Higginson Strategy as an intern at the start of her career.
In this episode, we discussed:
🌾How Skyral communicated its groundbreaking achievement in reducing childhood malnutrition in Indonesia
📝 Lessons learned from interning at Higginson Strategy—and the skills that shaped a career in communications
📣 Why clear, human-centred messaging is essential in a data-driven industry
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Liam Parker, Chief Communications and Corporate Relations Officer at Formula 1.
At the heart of this global brand, Liam leads Formula 1’s communications, digital strategy, and political engagement—shaping how the sport speaks to the world, drives sustainability, and navigates its place on the international stage.
Liam brings a wealth of frontline experience from the public sector, having served as Special Advisor to the Foreign Secretary, Head of Press to the Governor of the Bank of England, and in senior comms roles across HM Treasury, Downing Street, and the Financial Services Authority.
In this episode, we discussed:
🌍 Formula 1’s journey toward sustainability and its ambitious net zero targets
📉 How communications missteps can lay the groundwork for future success
🗞️ Why, in a digital world, print media still holds a unique power
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Phil Hall, Head of Public Policy and Public Relations, Society of Pension Professionals.
SPP is the UK’s leading body representing a wide range of providers across the pensions industry—from actuaries and lawyers to investment managers and administrators—collectively influencing policy for the majority of the nation’s pension schemes.
In his role, Phil leads the Society’s policy development and public voice, shaping how the industry engages with government, regulators, and the media.
With a background in public affairs and a passion for impactful communication, Phil is focused on building stronger bridges between policymakers and pension professionals.
His work champions the vital role pensions play in financial wellbeing, and the need for policy that supports long-term value for savers and society alike.
In this episode, we discussed:
🚌 How a "failed" billboard campaign with the wrong year accidentally supercharged a local energy campaign
📱 The harsh LinkedIn truth that's killing your engagement
🔄 The rule of 7 and why your audience hasn't heard you until you're sick of saying it
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It's my pleasure to share with you the latest episode of the Communicating Purpose podcast with Adam Lake, Head of Communications at Climate Group North America.
Climate Group exists to accelerate climate action by bringing together the world's most influential businesses and governments. For 20 years, they've created platforms where collective commitments drive real change.
In his role as Head of Communications, Adam leads the narrative strategy for Climate Week NYC—the largest climate event of its kind globally. During his seven-year tenure, Adam has transformed the event from an exclusive business gathering into a city-wide movement of events spanning every sector.
Adam is a passionate advocate for making climate action mainstream, using innovative communications strategies to bridge the gap between boardrooms and everyday people, proving that the most powerful campaigns often come from unexpected collaborations.
In this episode, we discussed:
📺 How a Twitter DM sparked the coordination of ALL major US late-night TV shows for one historic "Climate Night"
🎭Why backstage event drama helps fuel ambitious commitments— and CEO rivalry become the most powerful tools for accelerating climate action
🌍 The art of building unstoppable momentum—why Climate Week NYC kept growing even during COVID when everything else was cancelled
💡 Why your "failed" career experiments are actually your secret weapon in communications
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Tanya Braun, Director of External Affairs and Fundraising at Living Streets—the UK charity for everyday walking.
Living Streets exists to create a walking nation, where streets are free from congestion and pollution, and walking is the natural choice for everyday journeys. The charity’s mission is rooted in tackling preventable illness, reducing social isolation, and building healthy, connected communities.
In her Directorial role, Tanya leads the charity’s policy, campaigns, public affairs, and communications activity. During her ten year tenure, Tanya has significantly raised the organisation’s profile and secured multiple industry awards for its work.
Tanya is a passionate advocate for sustainable transport and inclusive urban spaces, using her expertise to inspire public and political support for walking as a simple yet powerful solution to many of today’s social and environmental challenges.
In this episode, we discussed:
🕳️How targeting potholes unlocked 1,100 media hits and a national award (plus the secret sauce behind viral campaigns)
💰 The shocking half-billion pound hidden cost that's keeping Britain's elderly prisoners in their own homes
👨👩👧👦 Why ditching the school run car could be the relationship game-changer every parent needs to hear
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Arthur Thomas, Public Affairs Advisor at FOUR PAWS UK - a campaigning organisation dedicated to improving the conditions of animals under direct human influence.
With experience across multiple charity sectors, Arthur has built a career in public affairs and campaigning. Before joining Four Paws, he worked at the Holocaust Educational Trust, the Humane Society, and the International Fund for Animal Welfare.
In this episode, we covered:
🦁 Four Paws' ongoing campaign to ban fur imports in the UK, despite fur farming being banned over 20 years ago
🏆 Arthur's experience helping pass the Ivory Act and lessons learned about persistence
🏛️ The reality of lobbying for good causes and the lengthy process of legislative change
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Rachel Bhageerutty, Global Director of Strategic Communication at Animals Asia
Animals Asia is a charity dedicated to ending bear bile farming and improving animal welfare across Asia.
At the heart of Rachel's work is a mission to shift perceptions, build trust across cultures, and centre compassion in some of the world’s most complex advocacy spaces.
With a career spanning over two decades, Rachel has led strategic communications across the charity and housing sectors. Before joining Animals Asia, she spent nearly ten years at Brooke, the global NGO championing the welfare of working horses and donkeys.
From The Stroke Association to Notting Hill Housing and Habinteg, Rachel has consistently shaped brand narratives, built trust across diverse communities, and developed communication strategies that connect people to powerful causes.
In this episode, we covered:
🐻The remarkable story behind Vietnam's near-elimination of bear bile farming, with the help of Animals Asia, that could transform animal welfare across Asia.
🌱The grassroots approach that convinced more than 90% of traditional medicine users to abandon bear bile.
📰The front page media story that transformed Rachel's approach to journalism.
🎯The painful lesson every communications professional needs to learn about managing expectations.
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Toby Elliott, Head of Communications at Network Rail Western.
Overseen by the Department for Transport, Network Rail is the public body that owns and manages the UK’s rail infrastructure.
In his role, Toby shapes the organisation’s communications strategy - determining the most effective ways to engage audiences and ensure communications drive real impact.
Toby joined Network Rail nearly a decade ago in public affairs and has led communications since 2020. His career spans politics and policy, including roles as a Swindon Councillor, a Parliamentary Assistant, and a Campaign Manager for the Conservatives. He began as a caseworker in the European Parliament.
In this episode, we discussed:
⛈️How Toby’s lobbying and coalition-building efforts helped turn the storm-ravaged Dawlish railway into a century-proof engineering triumph.
🚆What HS2 reveals about the hidden tensions between political ambition, public trust, and infrastructure realities.
🌱 Why the real debate around major projects isn’t just cost but how we measure long-term value.
🤝 How the most successful professionals build networks that keep doors open.
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Gill Perkins, CEO of the Bumblebee Conservation Trust.
Perkins transitioned from a successful business career to focus on her passion for conservation. Since 2016, Gill has led the Trust's initiatives and operations, ensuring the organisation delivers against its strategy.
Under Gill’s leadership, the Bumblebee Conservation Trust is on a mission to keep bumblebees buzzing by enhancing the understanding and quality of bumblebee ecology and conservation.
In this episode, we discussed:
⚠️ The drastic decline of bumblebees since WWII - and what we can do about it.
🛒Why mindful food purchases are essential for the recovery of bumblebee populations.
🍓Why soft fruit in the UK relies on the importation of 95,000 boxes of commercially farmed bumblebees.
📱Why the Bumblebee Conservation Trust is rethinking its social media strategy to engage Gen Z.
🐝 The inspiring story of the short-haired bumblebee’s reintroduction.
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Leonora Merry - Director of Communications and External Affairs at Nuffield Trust.
Leonora Merry joined Nuffield Trust over a decade ago, serving as Deputy Director of Communications until 2020. She led efforts to promote the think tank’s research across media, Parliament, and the policy community.
Previously, she was Head of Media and External Affairs at the Social Market Foundation, where she significantly raised its profile, contributing to its recognition as UK Think Tank of the Year (2012). She also co-founded WonkComms, a best practice network for think tank communicators.
In this episode, we discussed:
💡 How a well-timed campaign on NHS dentistry made headlines and reached Parliament.
🏥How Nuffield Trust aims to inform better policymaking around the Assisted Dying Bill by focusing on high-quality end-of-life care.
🗣️How Nuffield Trust shaped the conversation on a nationwide issue that had long been ignored by the media and policymakers
⏳The strategic choices that can turn a good story into a major media moment.
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Catherine Thomas, Chief Corporate Affairs Officer at Clarion Housing Group.
As the UK's largest housing association, Catherine spearheads Clarion Housing Group's efforts to shape government policy and drive positive change in the housing sector.
Before joining Clarion, Catherine held senior marketing and communications roles across the real estate and retail industries. Her expertise in destination marketing was refined at Land Securities, where she led communications for Victoria SW1, including the acclaimed Nova mixed-use development.
Catherine has also contributed to major real estate projects across Europe and the Middle East.
In this episode, we discussed:
🎯 How Catherine Thomas applies lessons from the fast-paced world of fashion PR to transform communication in the housing sector
💡 How a career misstep in the Middle East taught Catherine Thomas a lesson in humility and the true power of networking
📚What communications professionals can learn from the evidence-led practices of academia
🤝How nurturing your network can be the lifeline that saves your career when things don’t go as planned.
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Andreas Bock, Head of Communications at the European Council on Foreign Relations.
Before joining ECFR, Andreas worked at n-ost, a journalist network and media NGO dedicated to cross-border journalism and foreign reporting across Europe. As head of the editorial department for eurotopics.net, he led the daily European press review and organised trainings on access to information, data journalism, and media freedom.
Earlier in his career, Andreas served as a project manager for the Institute for Foreign Cultural Relations in Budapest and worked as a freelance journalist for various print media outlets.
In this episode, we discussed:
🌍 How ECFR advocates for a stronger Europe in a fragmented world dominated by global powers like the US, China, and Russia
📰 The power of strategic communications in foreign policy, including how ECFR’s advocacy helped secure German approval for sending Leopard 2 battle tanks to Ukraine
🎙 Why think tanks matter, and how ECFR influences European governments through expert research, media engagement, and behind-the-scenes diplomacy
🌍 The evolving role of Europe in global affairs, including Andreas’ perspective on the Israel-Palestine conflict and the need for Europe to play a bigger role in peace negotiations
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Hugo Tagholm, Executive Director and Vice President of Oceana.
Hugo previously led the ocean campaigning charity Surfers Against Sewage, taking action from the beach front to the front benches of Parliament, and securing government legislation to protect our seas across four environmental pillars – plastic pollution, water quality, climate change and rewilding our ocean.
Hugo founded the Plastic Free Communities movement, the Million Mile Beach Clean & the Plastic Free Awards. He is also a founding member of the Global Wave Conference.
He was recently awarded a Doctorate of Science by Exeter University for his services to the marine environment, and was recognised as Environmentalist of the Year 2021 by the Save the Waves coalition.
In this episode, we discussed:
🌟How shifting the climate conversation from nature protection to human prosperity can drive real change
📶 Why the decline of North Sea oil and gas jobs is inevitable—and how renewables can create high-skilled careers for all
🤳 Oceana's global success stories—from saving whales to banning sand eel fishing—that prove international cooperation works
🔊 What past crises like the ozone hole and the pandemic teach us about the power of urgent, collective action
I hope you enjoy.
John Higginson, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Nicola Green, Chief Communications and Corporate Affairs Officer at Virgin Media O2.
Nicola is responsible for Public Affairs, Corporate Responsibility & Sustainability, Internal and External Communications.
She joined the company in 2003 as Head of Media and under her leadership, helped O2 achieve the highest corporate reputation in the sector.
Nicola is a communications industry figurehead, an active campaigner for Women in PR and a regular feature in PR Week’s UK Power Book.
In this episode, we discussed:
🌟How Nicola helped transformed the Millennium Dome into the world-renowned O2 Arena
📶The behind-the-scenes story of integrating two telecommunications powerhouses into one seamless brand
🤳How Virgin Media O2’s National Databank initiative is levelling access to digital connectivity
🔊Nicola’s insider tips and strategies for navigating high-stakes crisis communications with confidence
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Pam Cowburn, Head of Communications and Campaigns at the Open Rights Group.
Founded in 2005, ORG is the UK’s leading and largest grassroots digital rights and privacy campaigning organisation. They work to protect individuals’ rights to privacy and free speech online.
Its current campaigns revolve around two major pieces of legislation: the Online Safety Act and the Data Bill.
Pam has held senior communications positions at a number of human rights organisations, including criminal justice NGO, Fair Trials, and the freedom of expression organisation, Index on Censorship. She has also worked as a consultant for UNICEF, Survival International and ARTICLE 19.
She has generated media coverage and created communications for campaigns on a wide range of issues, from surveillance, online censorship and data protection to children’s privacy, AI in criminal justice and pre-trial detention.
In this episode, we discussed:
🔒 How the Open Rights Group is safeguarding digital privacy and free speech
📰 How media exclusivity can shape—or stifle—public discourse on critical issues
🤝 Why collaboration between media, public affairs, and grassroots activism is key to policy change
📢How Open Rights Group delayed the government's flawed e-visa rollout
I hope you enjoy.
John Higginson, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Kerrina Thorogood, Partnerships Director at the Fairtrade Foundation.
The Fairtrade Foundation is a UK charity supporting disadvantages producers by setting social, economic, and environmental standards for farmers and workers in the "first mile" of the supply chain.
Kerrina’s work at the FF involves working with supermarkets across the UK to ensure responsible sourcing of the food sold.
With nearly two decades' experience of securing charity sector partnerships, Kerrina previously served as Head of Partnerships at WWF for 14 years - a role in which she supported Tesco to half the environmental impact of its groceries, which later facilitated the 'Retailer's Commitment for Nature'.
Kerrina has also worked in partnerships for Breakthrough Breast Cancer, following a career in the Japan Ministry of Economist, Trade and Industry, where she promoted Japan to British multinationals as a market for foreign investment.
In this episode, we discussed:
🌍Why Kerrina pivoted her career to champion social issues
⏩How the Fairtrade Foundation is closing the gap between climate awareness and climate action
👥The importance of amplifying the voices of those on the frontline
🌱Why "tokenistic" partnerships no longer succeed, and the shift towards substantial, "sustainable" collaborations
🗣️Why Fairtrade Foundation is embracing bolder, more courageous communications in
2025
I hope you enjoy.
John Higginson, Higginson Strategy
As the year comes to a close, it's my pleasure to bring you the culminating episode of the Communicating Purpose podcast for 2024—a celebration of the remarkable conversations and insights we’ve shared this year.
This special compilation highlights some of my favourite moments with accomplished purpose-driven leaders, with anecdotes and actionable wisdom from some of the most visionary communicators and founders of our time.
Over the past year, I’ve had the privilege of speaking with individuals tackling the world’s biggest challenges—from the Director of Communications at the National Trust, to the Founder of anti-homophobia charity, the Naz and Matt Foundation.
Tune in as I reflect on the powerful stories and learn more about the people and organisations defining what it means to communicate with purpose.
Don’t miss this inspiring wrap-up to an incredible year!
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Beth Knight, Head of Social Sustainability at Lloyds Banking.
Beth is a recognised leader in social impact and sustainability, with over 15 years of experience and the title of ‘Great British Businesswoman of the Year’ in 2022.
Since 2016, she has been a Senior Associate at the University of Cambridge Institute for Sustainability Leadership (CISL). Her work spans female empowerment and corporate sustainability, driving initiatives that advanced diversity, closed gender representation gaps, and tackled pay inequities in the tech sector.
Previously, Beth led Amazon’s European social impact programs, overseeing humanitarian aid for the Ukraine War, disaster relief, and pandemic response efforts.
Beth also serves as a Non-Executive Director at VisitBritain and Chair of Save the Children International’s Corporate Advisory Board, leveraging her corporate social and environmental sustainability expertise to further their missions.
In this episode, we discussed.
⚖️Beth's role in advancing intersectional access to financial support
⏮️The advantages of a 'working backwards' approach
🌎Examining how communication and sustainability professionals can align to bring complex mission statements to life
🚭Can purpose drive traditionally controversial industries like defence and tobacco?
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Kamil Hussain, Director of Communications & Partnerships at RAND Europe.
Regarded as the first ever “think tank”, RAND was established after WWII as a US government-funded research institution specialising in military and diplomatic thought. Its researchers developed many of the principles that were used to build the Internet.
Today, the non-profit uses research and analysis to improve policy in the fields of public health, home and international affairs, defence and security, and science and emerging technologies.
Kamil’s wealth of expertise has been honed through his previous leadership positions as the Commercial Director of Partnerships at Tortoise Media and Deputy Director of External Relations at Chatham House.
In this episode, we discussed.
🐢The Guardian journalist strike and Tortoise Media takeover of the Observer
📜Chatham House’s Rule and the importance of open dialogue
🗣️Kamil’s work increasing the involvement of underrepresented communities in policy discussions
⚖️Why Chatham House should have been more courageous during the Brexit referendum debate
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Henry Gregg, Director of External Affairs at Asthma + Lung UK (ALUK).
ALUK is one of the UK’s leading charities tackling the root causes of asthma and other respiratory conditions. Founded in 2020, it was formed through a merger between Asthma UK and the British Lung Foundation.
In addition to his work at ALUK, Henry is Chair of the Taskforce for Lung Health, a group bringing together England’s most influential voices working in the space.
He is also a Trustee of Gingerbread, a charity advocating for the needs of single-parent families.
Prior to joining ALUK, Henry held a variety of communications and campaigns positions, including roles in the housing association sector at Circle Housing Group and the National Housing Federation. Henry also served as the press officer for Mary Creagh CBE MP – the current Minister for Nature – twenty years ago.
In this episode, we uncovered:
🚭ALUK's journey advocating for clean air measures amid a divided political and public landscape
🗣️The importance of on-the-ground engagement in breaking down communication barriers
🏘️How Henry raised the parliamentary profile of social housing to the tune of £8.4 billion in funding
📧Why the deliverer of the message is often as important as the message itself
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Sonja Graham, CEO, and Moussa Sylla, Community Organiser at Global Action Plan.
Global Action Plan is an environmental charity mobilising people and organisations to take action on the systems that harm people and planet.
Through GAP’s work, the charity creates the political and policy conditions for more radical action, connecting behaviour change to systems change.
With a background combining psychology and biology, Sonja’s career has always focused on bringing together the human with the science.
She stepped up to lead GAP in 2015, narrowing the charity’s focus to underserved issues that exemplify the present-day disconnection between human and planetary health.
Sonja is joined by Moussa, a community organiser and trainer who has worked on-the-ground with thousands of Londoners for more than a decade.
In this episode, we uncovered:
🧠How Sonja applies models from health psychology to environmental communications
🫂The power of organised communities in tackling a crisis
🥪The fundamental weapon for breaking down human barriers
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Ben Ashmore, Head of External Affairs at FareShare - the UK's largest charity fighting hunger and food waste.
FareShare partners with major UK supermarkets to distribute end-of-day surplus food among local communities in need. In 2023, the charity distributed more than 54,000 tonnes of food – equivalent to 128 million meals.
Ben manages FareShare’s marketing and communications, and is responsible for promoting the charity's vital work across a multitude of channels, from press to political engagement.
A seasoned PR professional, prior to FareShare Ben worked as Head of PR and Communications at the Chartered College of Teaching for more than four years.
He has also held senior communications roles at the National Lottery Fund and Turn2Us, a national charity offering information and practical help to people facing financial insecurity.
In this episode, we uncovered:
🫀The importance of spotlighting human impact over facts and figures
🧮The restless communications pursuit for a campaign hit
🔑Ben's approach to repurposing 'failed' content
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Dan Phelan, Director of Communications at the National History Museum.
A seasoned communicator, prior to working at the NHM, Dan served at the BBC for a decade as its Head of Communications and Senior Head of Communications, overseeing the launch of BBC sounds, and the promotion of BBC's children content.
Dan worked as Head of Communications Planning at Which?, and as the Director of Communications at the English National Opera, before joining the British cultural institution, where he now oversees the museum's many notable campaigns, including its partnership with Amazon Alexa.
In this episode, we uncovered:
📈Dan's journey through the media and cultural sectors
🧑💻The value of asking for work on spec
🦖The rebranding of the National History Museum
💭The importance of working for an organisation whose mission aligns with your own
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Antoinette Vermilye, Co-Founder of Gallifrey Foundation and SHE Changes Climate.
A Swiss-based entrepreneur and climate justice advocate, Antoinette is passionate about the complex interrelation between ocean and human life, and giving a voice to the voiceless.
In this episode, we uncovered:
⚧️How SHE Changes Climate and Higginson Strategy galvanised the UK government into improving gender equality at COP26
💡Navigating the powers and challenges of ADD in communications
🦈How the Gallifrey Foundation successfully pressured a major airline group to #flywithoutfins
🫀Why we must embrace our imperfect humanity to accelerate real progress
I hope you enjoy.
John Higginson,
Founder & CEO, HigginsonStrategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Nils Bader, Founder and Director of 'Green Future Club' and the international 'Green Product Award'.
Labelled a “world-renowned expert on sustainable strategies”, Nils has collaborated with some of the largest organisations to develop environmental and socially responsible practices, from Microsoft and BMW, to Save The Children.
Through the Green Future Club and the Green Product Award, Nils specialises in connecting and propelling cross-industry sustainability experts to advance the transition to a green economy.
In this episode, we discussed:
🤝 Why in-person meets serve as a communication 'tipping point'
♻️Combatting greenwashing in corporate communications
⏳The case for taking your time and fighting impatience in business
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Emma Kay, Founder and Director of WalkSafe, the app that 'should not have to exist'.
Following the birth of her daughter in 2020, Emma founded the personal safety app, which helps people plan safer journeys home and avoid being targeted by crime.
With almost a million downloads, WalkSafe is the most downloaded personal safety app in the UK.
Amassing partnerships with councils across the UK, the platform has positioned itself as a thought leader on women's safety and has even campaigned alongside England's Lionesses.
At the time of Sarah Everard's tragic murder in March 2021, WalkSafe became the top app on The App Store.
In this episode, we discussed:
⚠️The viral-moment-turned-PR-crisis that taught Emma a lifelong lesson
📰 How media coverage served as a vehicle to convey the authenticity behind the app
🚺How businesses can contribute to creating safer communities
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Sonya Trivedy, Executive Director of External Engagement at the Samaritans.
Sonya has dedicated the last two decades of her life to the UK’s voluntary sector, working for organisations such as the British Red Cross and UNICEF, and for domestic causes - including HIV, sexual health, and domestic violence.
She now leverages that experience by leading the Samaritans external communications, advocacy efforts, and income generation.
Founded in 1953, The Samaritans is a unique charity dedicated to reducing feelings of isolation and disconnection that can lead to suicide.
In prisons, schools, hospitals and on the rail network, the Samaritans’ 23,000 volunteers are working with people who are going through a difficult time and training others to do the same.
In this episode, we discussed:
💚 The Samaritan's approach to accelerating legislative change
🤝Why the new Labour cabinet will have the biggest positive influence on the UK's charity sector
📗How a classic American novel kickstarted Sonya's passion for protecting the vulnerable
🫂The most vital ingredient in the Samaritan's campaigns
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Michelle Stageman, Senior Communications Manager of Sustainability and Purpose at John Lewis Partnership.
Michelle is responsible for amplifying the sustainability and purpose-driven stories of John Lewis and Waitrose, particularly the stories about the local communities its branches serve.
Founded with the ethos of being a force for good in society, John Lewis Partnership has an extensive social impact scheme and is committed to using its skills and resources to make a positive difference to people’s lives.
Michelle has two decades experience in the communications industry, having previously worked as the Head of PR at M&S and Senior PR Manager at Debenhams.
In this episode, we covered:
🕙Why some of the best campaign ideas come at the eleventh hour
😎Why partaking in online humour is the B2C communications trend of the moment
🍾The importance of knowing your 'champagne maths'
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Hilary Strong, Chief Marketing Officer of Smol.
Smol is a homecare start-up, revolutionising planet-friendly cleaning and tackling hygiene poverty across the UK.
Under Hilary’s leadership, Smol has gained significant exposure for its products eliminating tens of thousands of tonnes of plastics and carbon from production.
Having worked with ESPN, Unilever and Coca-Cola, Hilary has a profound understanding of brand development and the importance of strategic communication in influencing mass audiences.
In this episode, we covered:
🧼 Why businesses cannot be 'everything to everyone'
🤳The importance of brand trust and transparency in the social media age
👨👩👧How Smol is helping millions of families in poverty access washing machines
🔊The need for brands to 'live' the message they are communicating
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
With one day to go before the General Election 2024, it is my pleasure to share with you the latest episode of the Communicating Purpose podcast with Carl Shoben, former Director of Strategy at the Labour Party.
Carl was instrumental in Labour's communication strategy during the landslide 1997 election that overturned the Tory government.
Carl Shoben is a political strategy and communications specialist with 20 years’ experience leading campaigns for the Labour Party, NHS, and more recently for polling and research firm, Survation.
Shoben worked as Special Adviser to Tony Blair, having been a media officer during Labour's last administration in Downing Street before returning under Jeremy Corbyn's leadership in 2018, overseeing the party's polling operation during the 2019 election.
In this episode, we discussed:
🌹How Labour’s 1997-2010 tenure changed the communications methods used in British politics today
🥈 The detrimental factor that cost Jeremy Corbyn's government the 2019 election
☎️ The fascinating shift in voting patterns and polling
🔊 Carl's rule for leveraging polling within communications
⚠️How Carl took a gamble that restored public faith in an important SE London institution
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Matt Mahmood-Ogston, Founder & CEO of the Naz and Matt Foundation.
The Naz and Matt Foundation is a specialist charity that works to remove the barriers that prevent religious and culturally conservative parents from accepting their LGBTQ+ children.
For the last decade, Matt has transformed the lives of thousands of individuals, and has campaigned tirelessly in the press about suicide prevention and LGBTQ+ acceptance.
Alongside running the Foundation, Matt is a multi-award winning activist, filmmaker, and branding expert.
In this episode, we delved into:
❤️🩹The heart-breaking story behind the creation of Naz and Matt Foundation, and its subsequent impact on the lives of thousands
📰The fool-proof method of generating media interest
🏳️🌈🏳️⚧️How the Naz and Matt Foundation used marketing to raise the profile of 'out and proud' parents
🔊Matt's 'brutal' tip for creating a message that resonates
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Celia Richardson, Director of Communications and Marketing at the National Trust.
Celia has been named among the most influential 1% in the UK PR industry, and has received a multitude of awards for her seminal campaigns during her decade-long stretch in the mental health sector.
For the past six years, Cecilia has been responsible for the National Trust’s marketing, policy, advocacy, and reputation.
Cecilia found herself at the epicentre of controversy and ‘culture-war’ discourse, following the release of the National Trust’s report into its property’s links to slavery – which critics labelled ‘woke’ and an attempt to push a political agenda.
In this episode, we discussed:
📰The communications lessons learned from backlash to the National Trust's 2020 slavery report
🔎 Why National Trusts operates under the philosophy 'show don't tell'
🙌Celia's sagacious approach for responding to critics
🌿How the National Trust is accomplishing its long-term mission
🏔️ Celia's tips on achieving personal and professional growth
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Gauthier van Malderen, CEO of Perlego.
Dubbed the "Spotify for textbooks", Perlego is a digital textbook provider, democratising access to educational resources for students around the world.
Gauthier's journey began as a student, where he found himself spending hundreds every year on textbooks, and wondered why there wasn’t a more modern solution.
With a mission to diversify the education sector and make textbooks accessible regardless of location or affluence, Gauthier has grown Perlego into the world's largest online textbook subscription service, boasting over $50,000,000 in funding to date.
In this episode, we covered:
🐣The 'chicken and egg' problem stunting start-ups
📚 Why word-of-mouth remains the most powerful communications tool for business growth
🧠 Perlego's mastermind SEO strategy
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
po It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Brian Spencer, Marketing Manager at Tap Social Movement.
A prolific travel-writer with a passion for the craft beer scene, Brian pivoted his narrative-crafting skills to tell a different kind of story, after joining the Oxford-based brewery and social enterprise in 2022.
With a mission to reduce crime and re-offending rates, Tap Social Movement has created more than 80,000 hours of paid employment for prisoners and ex-offenders since 2016.
In his position, Brian plays an instrumental role in breaking down negative perceptions of the most discriminated members of society.
In this episode, we delved into:
🚨The 'false economy' that exists for prison leavers
🔊Tap Social Movement's 'fine line' approach to communication
🍺 The essential ingredient for getting people through the doors of any business
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Matt Hutchinson, Communications Director at SpareRoom.
Matt has served as the public face of SpareRoom since its inception, and has led the company through its meteoric rise - and occasional hiccups - to becoming the biggest flatmate finding service in the world.
As housing, particularly renting, becomes a defining issue of the 21st century, Matt has become increasingly involved in the wider issue of how people live, and has had a seminal influence as a result.
For six years, Matt spearheaded SpareRoom’s formative Raise the Roof campaign, which directly influenced Government policy on the housing crisis.
In this episode, we covered:
💻SpareRoom's campaigning journey to legislative change
🏘️The UK government's shortfalls on housing policy
👥Why SpareRoom feels responsible to speak up for renters
🚨How to respond when messaging goes wrong
I hope you enjoy.
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose
podcast, with Daisy Brickhill, Head of Communications at Oceana UK.
Throughout her career, Daisy been at the forefront of communication strategies catalysing change to better our oceans.
From advocating for transparency in the fishing industry and championing the conservation of blue carbon habitats, Daisy's scientific and communications efforts have been instrumental in driving forward marine protection initiatives and stimulating key policy change.
In this episode, we discussed:
🧑🔬 Why the communications sector needs more scientists
🌎 The most effective medium to communicate a campaign message
🐠 How Oceana UK helps people resonate with out-of-sight marine issues
🔬 The importance of scientifically backed stories at a time when there is a premium on truth
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Jayn Sterland, Managing Director at Weleda UK.
For more than a decade, Jayn has ploughed her energy into driving the beauty industry towards social and environmental responsibility, through her work at Weleda UK and The British Beauty Council's Sustainable Beauty Coalition.
After rejecting an 'unsustainable' career in fashion, Jayn now flourishes as a sustainable business leader, public speaker, and columnist. Her illustrious career has seen her voted 'Number 1' in the Who's Who in Natural Beauty, no less than six times.
In this episode, we discussed:
🌿 Why brands should embrace the imperfect
🧠 The importance of having an experimental mindset
🧴 The story of Weleda UK's plastic packaging U-turn
💡 How Jayn finally found purpose in her career
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Dr Mark Smith, Director General at NATRUE and Co-Chair of the Sustainable Beauty Coalition.
NATRUE is a pioneering non-profit that has been instrumental in advocating for natural and organics cosmetics, having shaped the sector with it's internationally recognised label.
Mark is at the forefront of NATRUE's political, and scientific affairs, from regulatory research at EU-level to promoting sustainable consumption of raw materials.
In his role at the British Beauty Council, Mark drives systemic change across the cosmetics industry, spearheading change on topics including greenwashing, plastic waste, and EPR.
In this episode, we discussed:
🌍 The biggest greenwashing claims presented by brands fronting as 'organic'
🏷️The 'label fatigue' problem causing distrust in the cosmetics sector
🚫NATRUE's fight for regulation on unsubstantiated environmental claims
🌱How NATRUE is facilitating the protection of natural and organic raw materials
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Dominic Lyle, Director of Communications at Planet Tracker.
Planet Tracker is a non-profit thinktank working to drive sustainable transformation among industry, and align investment with a just, net-zero, nature-positive economy.
Since its establishment in 2018, Planet Tracker has spurred change across the agri-business, seafood, petrochemicals, plastics, and textiles industries by empowering the financial community with the knowledge to navigate complex environmental issues.
In this episode, we discussed:
🌍 How Planet Tracker exposed a group of plastic manufacturers to be NGO-fronting greenwashers
🔍The deceptive tools often used in industry to divert attention and shift blame to consumers
📈The cut-throat way to force businesses to reform harmful practices
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Alex Deadman, Head of Strategic Communications at Tickets For Good.
Launched in Sheffield, Tickets For Good is an innovative social enterprise working with the UK's top live event companies to provide free and discounted tickets for the NHS, charity sector workers and cost-of-living payment recipients.
At the heart of Sheffield's vibrant music scene, Alex showcases a versatile approach to the ever-changing terrain of the music industry through his expertise in strategic communications and marketing.
In our discussion, we delved into:
🎙️ How Alex's passion for music led him to the world of purpose-led PR
🎪 The connection between live events to a wider cultural purpose
👥 The importance of local media in driving connections
✍️The power of analogies in effective marketing
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Paul David, CEO and Co-Founder of Literal Humans.
Launched in June 2020, Literal Humans is a creative marketing agency that helps mission-focused brands tell their stories and develop emotional, human connections with their customers.
Prior to launching Literal Humans, Paul led an illustrious career in education and non-profit management, receiving a Doctoral in Education Leadership from Harvard Graduate School of Education, before pivoting to the world of marketing and content strategising.
In our discussion, we covered:
⚖️ Paul’s experience working under Obama during his 2008 presidential campaign
🗣️ The importance of listening to contrary opinions in order to develop emotional resistance, mental toughness and intellectual inspiration
🤳 The shift towards hyper-curation in marketing and need to curate and filter the right message
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Tariq Arafa, PR & Communications Manager at Connected Kerb.
Across the UK, a significant lack of public EV charging infrastructure is contributing to the ever-increasing disparity between richer and poorer areas and inhibiting many from making the sustainable switch to EVs.
Launched in 2017, Connected Kerb are an EV charging company working to democratise the electric vehicle industry by designing levelled-up charge points that enable UK-wide access to sustainable mobility and future technologies.
In our discussion, we delved into:
🔋 The ability of technology to power the smart cities of tomorrow
🚙 Tariq’s approach to demystifying the story of electric vehicles
🔌The communications challenge of responding to public criticism around EVs
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Nicola Matthews, UKI Head of Marketing at Tony's Chocolonely.
The self-described ‘Countess of Cocoa’ is responsible for developing the Tony’s brand across UK and Ireland, making sure that it reflects not just their delicious product, but also the social mission at the heart of it.
Tony’s has made it its goal to end slavery across the entire cocoa industry.
In our discussion, we covered:
🍫The life changing moment that showed Nicola she needed purpose in her work
🍫Why despite it’s campaigning work Tony’s is unable to promise it’s chocolate is child and slave labour free
🍫 The bold reasoning why Tony's bars don't use the conventional chocolate grid pattern
I hope you enjoy.
John Higginson,
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Andy Shovel, Co-Founder of This, a leading provider of vegan meat alternatives.
Andy is a self-described ‘meat lover’, who uses this passion to develop meat-free alternatives that actually taste like the real thing.
He founded This having worked in the meat industry at McDonalds, as well as running his own burger restaurant, Chosen Bun, for 4 years.
Alongside his work in food, Andy also campaigns for animal rights and is the process of founding A Bit Weird, his own animal rights charity.
In our discussion, we covered:
🍗 How Andy's love of meat helps him produce an industry-leading meat alternative
🍗 Why This focusses on the taste of its product, not just the damage of its meat industry competitors
🍗 Why Andy converted to veganism only after founding This.
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Gareth Mead, Chief Communications and Sustainability Officer at Lipton
At Lipton, Gareth is responsible for implementing its sustainability strategy, as well as communicating why this is so important to their business.
Amongst the measures Lipton has taken to ensure its tea is good for people and the planet are planting over 370,000 trees on Lipton estates, using more than 97% renewable energy and taking steps to improve its treatment of waste water.
Before joining Lipton, Gareth worked at Virgin Media, Uber and DSM, a purpose-led chemical manufacturing company.
Gareth has also been involved in the UNFOLD movement, working with business leaders to positively shape the role of business in the world.
In our discussion, we covered:
🍵 Why being purpose-led is in a business’ best interest
🍵 How a panorama investigation into tea production helped Lipton to improve their value chains
🍵 The research behind PG Tips’ switch back to square tea bags
Gareth also shared his insider tips on how to make the perfect brew. I hope you enjoy listening.
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Tessa Clarke, Co-founder of Olio.
Olio is an app which aims to reduce food waste by making it easer for communities to share and gift their unwanted goods.
Prior to Olio, Tessa had a 15-year corporate career in media, retail and financial services. She met her co-founder Sasha whilst they were both studying for their MBAs at Stanford University.
Tessa’s TED talk about the power of sharing has been watched more than one million times. Earlier this year she was awarded the Veuve Clicquot Bold Woman Award for 2023.
In our discussion, we covered:
🎙️ The importance of finding your ‘why’ for scaling startup businesses
🎙️ The research behind Olio’s behaviour change campaigns
🎙️ The ‘wild goose chase’ that gave Tessa the inspiration to found Olio
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Susy Peddie, Global Communications Manager at Ecosia.
Ecosia is a search engine that plants trees for every search made. Since it was launched, over 20 million Ecosia users have planted more than 150 million trees around the world.
Before joining Ecosia, Susy was Global PR manager for one of the world's leading travel search engines.
Susy is also the co-founder of Live UTI-Free, an organisation which helps improve awareness and understanding of UTIs.
In our discussion, we covered:
🎙️ What prompted Susy to leave her previous job and move into for-purpose work
🎙️ How technologies like AI are changing the search industry
🎙️ Her experience going up against one of the largest brands in the world, Google
I hope you enjoy,
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Kate Barnard, CEO of Enjoy the Air.
Kate, the self-proclaimed ‘Data Diva’, leads Enjoy the Air’s campaigns for clean air, which use data analysis to reveal the hidden costs of poor air quality and bring awareness to the effect it has on people’s health and wellbeing.
In our discussion, we covered:
🎙️ Why Kate left her job in Engineering to use her data analysis skills to campaign for clean air
🎙️ Why data can be so helpful for campaigning
🎙️ Which communicators inspire Kate the most
Kate also shared her fascinating insight into what some innovators get wrong in trying to communicate their technology.
I hope you enjoy listening.
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Bert van Son, founder of MUD jeans.
MUD are the worlds first, and only, circular denim brand, producing jeans using recycled cotton and granting customers the option to lease or buy their jeans.
Bert founded MUD following a career in fashion, as CEO of clothing manufacturers Sahinler and Leomil.
In our discussion, we covered:
👖 How MUD developed their ‘lease a jeans’ model
👖 Why the fashion industry is so behind on sustainability
👖 The difficulties he has faced in sustaining a circular business model through the pandemic and the war in Ukraine
Bert also told the fascinating story of when IKEA came to MUD to ask for advice on becoming a circular business.
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Ben Tolhurst, Director of Business Declares.
Business Declares is a non-profit organisation which works with businesses to raise awareness for the climate, ecological and social crisis by declaring a ‘Climate Emergency’.
Previously, Ben held a UK Board role at the Commercial Real Estate firm JLL, and director level roles at Capita, Serco and BT.
In our discussion, we covered:
🎙️ The ‘climate epiphany’ that led Ben to leaving his corporate job to setting-up Business Declares
🎙️How businesses can convincingly pose as activists
🎙️ How Ben mobilised more than 300 business executives to join Extinction Rebellion’s ‘The Big One’ protest this year
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Zoe Ruthven, Director of Communications & Marketing at Triodos Bank.
Zoe has worked across the private sector, politics and now a purpose-driven bank. Before joining Triodos she was Head of the Mayors Office for fromer Mayor of Bristol George Ferguson.
At Triodos, Zoe is responsible for communicating their aim to be the world’s most sustainable bank.
In our discussion, we covered:
🎙️ Why Zoe moved from her corporate job, to politics and then to purpose-led communications
🎙️The communications challenges that come with being a ‘challenger’ bank
🎙️ How Triodos adapt their messaging for different media
Zoe also shared her exciting news about how she spent her 9 week vitality leave away from work.
Thanks for listening,
John Higginson
Founder & CEO, Higginson Strategy
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Laura Elms, Head of Sustainability at Human Forest for National Bike Week.
HumanForest is London’s most sustainable e-bike app. It’s fleet of bikes are 100% electric and are free for the first 10 minutes of riding. They are trying to get Londoners out of cars and onto bikes in a bid to cut carbon emissions.
Laura worked in agency and at AI platform Dataminr before joining Human Forest.
In our discussion, we covered:
🚲The difficulties of running their service through the pandemic
🚲How they countered bad perceptions of their app through a very human campaign
🚲Why it's so important their messaging reflects the team at Human Forest
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Celia Pool, Co-founder of Dame.
Dame provides sustainable, chemical free and carbon negative period products. Dame created the world’s first reusable tampon applicator, period pads and pants.
They are now stocked in stores such as Sainsbury's, Boots, Ocado, Waitrose, ASOS and Next, and are a fellow B-Corp.
Before setting up Dame, Celia worked at art trader Sotheby’s and founded Sanitary Owl, which offered period products as a subscription service.
In our discussion, we covered:
🎙️The battle to get people talking about taboo subjects like period products
🎙️The importance of design increating a brand for sensitive subjects
🎙️Why Celia pushes herself to read views that she disagrees with
Celia also shared with us why she was so impressed by Girls Gils Girls magazine’s ‘Be a lady, they said” campaign.
It’s my pleasure to share with you the latest episode of Communicating Purpose. In today's podcast is Stop Food Waste Day. I've spoken to Emilie Vanpoperinghe, Co-Founder & CEO of Oddbox.
As it’s name suggests Oddbox brings people the wonky shaped fruit and veg that might otherwise be scrapped.
Before setting up Oddbox in 2016, Emilie had a 15-year career in finance. Sheworked in France, India and the UK for 3M, BT and charity The Girl Effect.
In our discussion, we covered:
🍎 Why Emilie gave up finance for a purpose-led business
🍎 How Emilie changed her mind on influencer marketing
🍎 How Oddbox created a campaign featuring inclusive sexual proclivities, such as BDSM, to pull in a younger audience
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast where I'll be speaking to Willemijn Peeters, founder of Searious Business.
Searious Business works with businesses and governments to help analyse their environmental impact and find solutions which benefit themselves and the planet.
Willemijn’s background comes from business. She started her career at Phillips before working with businesses on their social responsibility at Dutch NGOs Switch and Natuur en Milieu.
Willemijn is also the ocean ambassador of the Netherlands, and is currently advising the UN on their negotiations for a global plastics treaty.
In our discussion, we covered:
🌎The difficulties when just starting out as a purpose-driven social enterprise
🌎 The importance of trusting your intuition in business
🌎 Why Willemijn loves dancing to destress after a tough day
Willemijn also shared her fascinating insight from within the negotiations for a global plastics treaty. I hope you enjoy.
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Adeela Warley, CEO of CharityComms.
CharityComms raises communications standards in the third sector and represents charity communicators within the PR industry.
Prior to her work at CharityComms, Adeela was head of communications at Friends of the Earth.
Adeela spent two decades at Friends of the Earth during which she dedicated her time to on a range of campaigns that influenced green legislation.
In 2021 Adeela was awarded an OBE as part of Queen Elizabeth's New Years honours list for her services to charity.
In our discussion, we covered:
🌎The importance of knowing your audience for communicators
🌎 The worst advice she ever received during her career
🌎 A fascinating anecdote of how she influenced the 2008 Climate Act with Friends of the Earth
Adeela also shared her insights on the importance of having a hopeful message that your audience can get behind, that would be of value to anyone working in communications.
It’s my pleasure to share with you the latest episode of the Communicating Purpose
podcast with Bianca Shead – Director of Global Strategic Communication of
The Nature Conservancy.
Bianca joined TNC following a career in the beverage industry, leading brand
and communications at Molson Coors, SAB Miller and Asahi Europe.
At the Nature Conservancy she is responsible for its global messaging strategy
in facing the twin crises of biodiversity loss and climate change as well as
looking after people.
In our discussion, we covered:
🌎The importance of cooperation for large-scale issues
like biodiversity loss
🌎 What we can learn from our communications challenges
🌎 The best ways to unwind after tough days at work
Bianca also shared fascinating stories of how large corporations can implement
sustainable practices into their existing operations.
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Catherine Conway, Founder and Director of Unpackaged.
Catherine Conway founded refillable retailer, Unpackaged, in 2006 as the world’s first modern zero waste shop. Since then the company has developed into a leading consultancy with clients such as Planet Organic, Waitrose, Sainsbury’s and M&S.
Catherine is a zero-waste campaigner who has spent her career pushing for creative solutions to solve the single-use plastic crisis. She is a long-standing advocate of refill culture and the transition to refillable methods
In our discussion, we covered:
🌎How Catherine adapted the Unpackaged business model to improve its impact
🌎 Ways to campaign creatively on a low budget
🌎 Catherine’s thoughts on communicating purpose-driven issues via social media
Catherine also shared fascinating insight into how the Unpackaged refill
packaging model can reduce costs throughout supply chains, demonstrating that
sustainable options can be more affordable than single-use plastics.
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast.
Hilary Cross is a communications professional with vast experience across purpose-driven organisations.
Currently, she leads Rewilding Britain’s brand and communications looking to engage landowners and rewilding enthusiasts to take action to protect biodiversity and wildlife. Hilary recently led efforts to rebrand Rewilding Britain under its new rallying call, ‘Think Big. Act Wild.’
Hilary is also a Deputy Chair of the Prisoner’s Education Trust, the UK’s leading prison education charity, and has previously directed communications and strategy at the British Council, Macmillan Cancer Support and the NSPCC.
In our discussion we covered
🌎 The importance of giving people real-world context for issues like rewilding
🌎 Hilary's experience leading rebrands at both Rewilding Britain and Macmillan
🌎 Hilary's hardest days in her communications career.
Hilary also shared fascinating insight into navigating communications challenges across borders during pivotal international events.
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Jack Lundie, Director of Campaigns & Engagement at the World Wildlife Fund.
Jack is an experienced communications professional with a wealth of experience across campaigns, communications and in the media.
The WWF is the world’s leading conservation organisation. It’s aim is to ‘create a world where people and wildlife can thrive together’ by campaigning for more sustainable lifestyles to protect our environment and the wildlife that lives with it.
WWF run a number of campaigns directed at protecting wildlife, recently it launched its actions we can all take to help protect our world.
Before joining the WWF, Jack worked for the Greater London Authority, Save the Children and Oxfam. Before embarking on a career in communications, Jack was a producer at the BBC.
In our discussion we covered
🌎 The exciting ways the WWF are developing their communications
🌎Why it’s crucial for communications professionals to understand their audiences
🌎Jack’s favourite podcasts
Jack also told us the fascinating story of his greatest challenge during his career, when Oxfam were accused of making their communications ‘too political.’
It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Chris Duncan, Director of Communications at Client Earth.
Chris has a wealth of experience operating campaigns and communications for purpose-led organisations, both at Client Earth and previously at pro-choice charity Marie Stopes.
Client Earth uses the law to try to protect our earth and our environment. Across 60 countries, Client Earth works with more than 150 lawyers and policy experts to inform, implement and enforce the law, advising decision makers on policy and training legal professionals.
In an illuminating discussion we explored:
💡 Chris’ proudest and most difficult moments across his career
💡 Going up against the UK Government to hold them to their environmental commitments
💡 The unique challenges combining communications with the law at Client Earth
It’s my pleasure to share with you this week’s episode of the Communicating Purpose podcast with Will Pearson, co-founder of Ocean Bottle.
Will founded Ocean Bottle alongside Nick Doman in 2018, and since then has overseen its growth into an award-winning, B-Corp business. In 2020, Will was named in Forbes Magazine’s 30 under 30 of up-and-coming entrepreneurs, businesspeople and leaders.
Every bottle that Ocean Bottle sell funds the collection of the equivalent of 1000 plastic bottles of ocean-bound waste. Their initiative helps reduce the amount of waste entering our oceans, as well as supporting those doing their bit in coastal communities.
Our conversation covered:
🎙 The importance of purpose in all of Ocean Bottle’s communications
🎙 How Will went about crafting the Ocean Bottle message
🎙 Why Will thinks it’s now crucial for businesses to engage with sustainability issues
- Will also shared his toughest moments with Ocean Bottle, including a lost order for Ed Sheeran.
This week it was my pleasure to host Alex Robinson, CEO of Hubbub, on the Communicating Purpose podcast.
Hubbub is a creative campaigns charity which specialises in creating innovative, playful environmental campaigns which raise awareness for day-to-day issues.
Its work focusses on a range of sustainability issues, recently including the plastic waste from our cigarette butts and the environmental impact of throwing away Halloween pumpkins.
Our conversation covered:
🎙Alex’s previous life managing independent record labels
🎙His favourite Hubbub campaigns
🎙What he thinks makes a good message
Alex also shared his unconventional source of inspiration in communications. I hope you enjoy listening.
On the latest episode of Communicating Purpose, I sat down with Dale Vince, founder of Ecotricity and Chairman of Forest Green Rovers Football Club. Ecotricity was the world’s first green energy company, which Dale built from a singular wind turbine in his hometown of Stroud. Dale acquired Forest Green Rovers in 2010, who in 2015 became the world’s first vegan football club and later became the world’s first carbon neutral club.
In the episode we talked about:
Dale’s own life and his experiences as a New Age traveller before he founded Ecotricity
His journey with Forest Green Rovers
What he thinks makes for engaging communications
Dale also shared with us some exciting news about his plans to move into the political sphere.
Mark Funnell is Campaigns and Communications Director at National Trust. Before this role he spent time at DEFRA, the Forestry Commission and the Environment Agency. He has a range of experience in various roles across communications and campaigning.
The National Trust operates internal campaigns around nature and wildlife, heritage and landscapes. Recently the National Trust joined 11 more nature NGOs in calling out PM Truss’ growth agenda for prioritising ‘Green, Not Grey’.
Simon Terry is Joint Managing Director and Owner of Anglepoise. The Terry family have been continually producing Anglepoise lamps since they were invented in 1932, with Simon the fifth generation to get involved in the business. Before taking over as MD, Simon was responsible for innovating new products and pushing the Anglepoise brand as Innovation & Brand Director.
Anglepoise has been producing lamps for 90 years, featuring it’s signature spring mechanism derived from a car suspension. Over the years it has worked with Sir Kenneth Grange, Paul Smith and Margaret Howell in adapting and evolving it’s timeless design. Anglepoise holds true to it’s principles of anti-disposability and pro-longevity .
Adam Woodhall is founder & CEO of Lawyers for Net Zero. Before starting Lawyers for Net Zero Adam worked in a range of strategy and sustainability roles helping deliver climate action with cleantech start-ups and large firms.
Lawyers for Net Zero is a non-profit which aims to “Energise and equip in-house counsel globally, to champion and enable legitimate net zero”. They work to utilise the opportunity for in-house lawyers to influence their organisations to deliver significant and rapid climate action.
In today's special episode we talk to Ros Holley, Director of Communications & Marketing at B-Lab UK, to celebrate the confirmation that Higginson Strategy is now officially a B-Corp.
B-Lab is a nonprofit network which seeks to transform the global economy, for the benefit of people, communities and the planet. B-Lab's 'B-Corp' certification recognises firms practising responsible business who want to commit to playing a part to change economic systems and drive continuous improvement.
This week we are joined by Ian McKee, Head of Communications at Good Energy.
Good Energy is a renewable energy company whose energy network harnesses sunlight, wind, rain and bio-generation. Good Energy has been leading the fight against greenwashing in the industry, challenging the rest of the industry on the climate crisis and the energy crisis.
We discuss Ian's career and work at Good Energy, the energy crisis and the new Prime Minister's plan to tackle the energy crisis.
This week we are joined by Sophie Scott, Global Head of Media at Voluntary Service Overseas. VSO draws on an extensive network of volunteers and partners to create change in some of the worlds most challenging environments.
We discuss Sophie's extensive communications career and what she learned along the way. Sophie shares her insight on the particular challenges for communications in the charitable sector and her advice for young professionals in the industry.
This week will cover the balance between politics and environmentalism, as well as the crucial role trust plays in the success of any political party. John and Sam will discuss the work of the Conservative Environment Network, the challenges of keeping the environment at the top of people’s agenda, and why the Conservative party is currently having a crisis in communications.
In this podcast special, John discusses when to sell in a news story to the traditional media. He shares the wisdom he has picked up over the years, discussing how important timing really is. He explores how to use major events (5:30), and whether there is a best time of the year (6:15), day (8:00), or time of week (8:45) to pitch to journalists.
In this episode John and Sara discuss her journey to a sustainability expert. They touch on her role at Marie Claire, why brands with purpose are so important, and on the vital role of communication in delivering positive change in business.
In this episode John and Bel discuss dangerous trends within the fashion industry and why Bel re-assessed her career after the fall of Rana Plaza. Bel also discusses the importance of passion in campaigning and on why the work of XR is so key.
In this episode John and Vince discuss what makes a good message. Vince also reflects on the political narratives that impacted him during his early years in politics. Vince also shares his successes and challenges in communications during his time in government.
This episode features Dominic Dyer, Policy Advisor, Born Free Foundation
In this episode John and Dominic discuss the controversial airlifting of animals from Afghanistan, Dominic's campaign to save Geronimo the alpaca, and the campaign to save Faroe Islands whales and dolphins. Together John and Dominic will discuss how CEOs and Heads of Communications can magnify their message through purpose.
This is the second episode in a series focused on the power of purpose-led communication.
Music by Playsound from Pixabay
Today John is joined by Sian Sutherland, Co-Founder of A Plastic Planet.
Sian is passionate about igniting social change and has won various awards including Female Marketer of the Year. In 2017, Sian co-founded A Plastic Planet, using a pro-business, pro-solutions and pro-active approach to help the world turn off the plastic tap.
This is the first episode in a series focused on the power of communication.
Music by Playsound from Pixabay