Meet The Founder

My story…

Hi, I’m Sian, Founder of #EthicalHour and big fan of people who want to change the world!


I’m a recovering fast fashion addict who escaped the corporate world to pursue my purpose. Now I’m just a girl standing in front of the internet, asking it to save the planet…

I was always interested in activism and ethical living, but I often felt powerless. “I’m too small and the issues are too big”, “I don’t have the skills”, “I don’t want to overhaul my entire lifestyle to do good, but I don’t know how else to do it”…sound familiar?


It wasn’t until I travelled to Cambodia in 2015 when I realised I already had skills I could use to make an impact. Simply sharing a video on Instagram led me to a whole community of artisans, taught me about ethical fashion and showed me the power of social media – something I’d mastered in my corporate marketing career – to have a positive social impact.


I came home feeling inspired and empowered – I could start living ethically by making small changes gradually, and use my existing skills to do good! I took to social media to find like-minded people who could help me on my journey, and the #EthicalHour chat was born…

It started as a weekly Twitter chat to learn more about ethical living – and quickly attracted the attention of some major ethical brands and sustainability experts, as well as thousands of small business owners building ventures driven by values.


I realised that many of these people were so passionate about their positive impact, but were getting stuck when it came to the marketing side of things – something I could help with…

I began blogging about my ethical living journey and sharing marketing tips with the #EthicalHour community. Before long, people were coming to me for advice and I started consulting alongside my 9-5.


I developed a sponsorship programme to cover my web hosting costs and donated my profits to Lend With Care – a microfinance loan organisation that empowers people in developing countries to start and grow their own businesses, much like the project I’d worked on in Sierra Leone a few years before.


In Summer 2017, BBC Radio 4 invited me to join them on the Today Programme to debate ethical shopping, and things really started to take off. As the community continued to grow, more people were coming to me for advice and support to grow their business or find their purpose.

I’d spent several years encouraging people to start and grow their own businesses, and I realised it was time for me to do the same, so in August 2017 I decided to leave the corporate world behind…

Now I mentor ethically-focused entrepreneurs, offer marketing consultancy to ethical brands and help people find their purpose, live their values and make a positive impact.


I write for major publications like Huffington Post and Thrive Global, provide expert comment on ethical and sustainability issues to the press, and speak at conferences and events all around the world, sharing my story and helping others.


I use my online influence to promote guilt-free sustainability, easy ethical living and brands that do good – and in 2018 I was named Green & Eco Influencer of the Year.

How can I help you?


Join my thriving online community to meet like-minded business owners, bloggers & consumers, connect, collaborate and grow


Book a one-to-one online clarity call with me for help finding your purpose, defining your marketing strategy and moving forward with impact


Promote your ethical brand in our directory, on our podcast, Instagram, blog or by sponsoring a Twitter chat and connecting directly to our audience


Learn to do your own marketing with training from an experienced expert, tailored to social impact businesses


Get bespoke support to develop your marketing strategy, design and deliver impactful marketing campaigns and master social media


Book me to speak at your event or run a practical workshop around marketing, social media, ethical living or social impact

Grab a coffee with me?

I love to meet like-minded people, and I could talk about ethical living, sustainability and marketing all day. You’ve been hanging out here on Ethical Hour so we’ve probably got a fair bit in common – why don’t we grab a virtual coffee and chat some time?

If you’d like a safe space to reflect on the highs and lows of living and working in line with your values with a like-minded friend, then pour yourself a drink and join me for the coffee cup sessions – a fortnightly email get-together where I’ll share my thoughts on all things conscious consumerism and ethical marketing…

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