26 Jul Changemaker Chats: Planet B Social
Our Changemaker Chats interview series tells stories from the front line of impact entrepreneurship, as we get to know changemakers from the #EthicalHour community.
Changemakers come in many different forms, but ultimately are united by one thing – the desire to leave the world a better place than they found it, and the proactive attitude to make change happen.
In this series, we invite them to share their story openly and honestly, the highs and the lows, to give the world a better understanding of what it takes to make an income and an impact.
By bringing together thousands of changemakers and highlighting their journey, we want to collect and showcase the things they have in common and what sets them apart.
Through this series we hope to create a roadmap for the changemakers that come after us, so they can learn from our mistakes and take our successes further.
Today we chat to Jenni Page, founder of Planet B Social about her changemaker journey…
My name is Jenni Page, and I run social media strategy & advertising for ethical, eco-friendly and ‘heart-centred’ brands and businesses. My brand name, Planet B Social, is inspired by the saying ‘There is no Planet B’ . This is a reference to the environmental movement and the importance of adopting an alternative way of thinking.
What first inspired you to become a changemaker?
I have been working in social media for nearly 5 years.
In 2018 I had some business coaching which encouraged me to look closely at what motivated me.
I realised that what I’d always thought of as my ‘personal lifestyle’ had started finding its way into my work.
Social media marketing is all about seeking out the unique stories that can connect your client to their customer, and I realised that it was eco-friendly or ethically motivated stories that I was instinctively looking for.
Since having that light-bulb moment, I try to incorporate my own lifestyle and values into what I do. This is how Planet B Social was born.
I am very much at the beginning of my journey and impact, but I seek to work with ethical, eco-friendly clothing, beauty and lifestyle brands to support them in their growth.
Whether that means running their social media, creating a strategy for them, increasing their sales through advertising for e-comm businesses, or supporting smaller enterprises with coaching.
Along the way I seek to connect and share more information about living a sustainable lifestyle, and to find causes that I can support.
Which of the Sustainable Development Goals do you focus on?
How do you create impact against them?
I would say that the 2 Sustainable Development Goals that I focus on are Good Health & Wellbeing and Sustainable Cities & Communities…
Among the clients I’m working with currently are a naturally-formulated, cruelty-free skincare product with a small, transparent, British supply chain, right down to the farming of it’s ingredients. There is also a T-shirt/Sweatshirt brand who donate a percentage of their profits to the charity Mind.
Though I am working in a slightly indirect way, my choices to work with these brands enables their businesses to grow, creating an impact on people’s mental health and wellbeing.
We make sure that our message via the social media channels promotes kindness, self-care, equality, and the environment. In the case of my clothing client, I generate sales via their e-comm store that, in turn, directly feeds into the monthly % donation to Mind.
In the case of Sustainable Cities and Communities I am active locally helping with beach cleans and sharing content from both Refill and Plastic Free initiatives in my town.
Our town has now over 53 refill stations, one of which us a local client whom I convinced back in 2018! It is the first town in Kent to be awarded Plastic Free Status by Surfers Against Sewage. I’m proud to be part of such an active community, and I help in whatever way I can
When you knew you wanted to be a changemaker, what was the first step you took?
The first & biggest step I took outwardly was to rebrand. Niching my business and ensuring an ethical or eco-friendly thread runs through all activity has galvanised me to research more, to join communities such as Ethical Hour, to make contact with other like-minded people locally, and to make my own monthly changes in my lifestyle to help the movement.
How did you get your first customer?
My first client, a cruelty-free skincare brand, came through a recommendation from a small boutique I’d worked with locally who sell the skincare product.
The brand owner happened to live in my town and enquired about social media support.
My second Planet B client, a clothing company, was a friend of friend from my music industry days. I loved everything about her brand, so I approached her with a proposal of how I could help with Ads – we are already seeing a fantastic return!
I definitely feel that recommendation, or building a personal connection is still the key to both selling and attracting clients.
And the wonderful Changemaker community gives a brilliant opportunity for like-minded people to come together, whether virtually or in real life.
How are you inspiring others to support your cause?
I am a big believer in commerce. We are living in a capitalist society and there’s no getting away from that. It’s not how it should be, but I believe that consumers, and their spending habits, can bring about more change than politics can in our current climate.
I don’t mean to say that we can shop our way out of trouble, as this would lead to more waste, but we all have to consume, so I place a lot of importance on what those purchases are.
Every penny I give to an ethically motivated company is a step away from large corporations who care for profits over anything else.
I hope to inspire people by sharing my discoveries and lifestyle changes on my Instagram feed & Stories, where I encourage people to make those small changes too.
It’s easy to become disillusioned and so often I am asked ‘But what’s the point?EVERYONE would have to do it to make a difference! ’
I try and counteract this mindset through positive discussion and setting an example.
What’s the biggest obstacle you’ve overcome in your journey so far? How did you overcome it?
My biggest obstacle as a business is the change in direction that I have made. I worked in the music industry for 20 years but it was longer working around my family and location.
To get introductions or recommendations to growing ethical or eco-friendly brands is not easy, as all my contacts who know my work-ethic and success rate are from a different industry.
If I’m honest, I am still overcoming this obstacle!
As a one-woman enterprise I’m slowly creating networks, making sure my work speaks for itself and putting myself out there whenever I can.
Long term, I’d love to partner up with others, or employ staff so that I free up more time to plan ahead more and strategise. But, for now, I’m just loving the clients I work with and the space that I have found.
What’s the best decision you’ve made that’s had the biggest impact for your business/cause so far?
By far the best decision I’ve made was to ‘upskill’ further in running Facebook and Instagram Ads for e-commerce.
Many brands prefer to run their own social media, or give it to a junior member of staff as part of their role. Being able to design and implement Ad Strategies that lead to sales and a healthy ROAS (Return on Ad Spend) is a whole other level of knowledge, and it’s great to be able to directly measure the impact my campaigns are having on their revenue.
This will impact my business and causes close to my heart, particularly as I am now able to increase monthly targets and therefore am able to put an increasing amount of profit towards environmental causes.
What’s the best piece of advice you ever received?
To say no and value your worth.
Really! I used to say yes to everything. I’m a naturally helpful person, and I hate to feel I let people down, or that I can’t provide what they need for their budget.
For a while I shrank myself to fit, and then realised this wasn’t helping anyone.
Before, if a meeting didn’t work out because a client didn’t have enough budget, I’d see this as my failure and as though I’d ‘lost a project’. Now I wish them well, know we were just not the right fit for each other at this time, and suggest alternatives routes.
The other invaluable piece of advice is simply ‘work hard and be nice to people’. This is my mantra always.
Where do you see yourself and the world around you in 10 years? What’s your vision for a more ethical and sustainable future?
I want to be working with high level change-makers from the worlds of clothing, beauty and style. As well as running social or Ad strategy I want to be aiding cross promotion and partnerships.
I want to be involved in initiatives by brands that have a direct positive impact on people, animals and the planet, such as Ecosia.
My vision for a more sustainable future involves decision makers investing in our world as a profitable reality. I also believe that the enormously innovative technology we have access to can be utilised to breathe life back into our Earth.
Finally, what advice would you give to aspiring changemakers?
If you see a situation you believe in, and you know that you could help, don’t listen to people who tell you it’s not worth it or not possible. Just do it anyway.
Follow your heart.
Website: Planet B Social