The Sustainable Development Goals (SDGs) form part of a 15 year agenda led by the United Nations to tackle the biggest global problems through collaboration between governments, the private sector, civil society and individual action. Many social enterprises and ethical businesses use the SDGs as a framework to measure their impact.

As a marketing strategist I help brands maximise their impact, reach their customers and grow their sales so they can work towards achieving the Sustainable Development Goals. As an impact business ourselves, we’ve also embedded giving back and progress towards the goals into our everyday operations.


Ethical Hour have achieved a 4 star rating from Support The Goals, which puts us in the top 4% of businesses for our commitment, plans, actions and progress towards the Sustainable Development Goals – this includes companies from the FTSE100 and FTSE250!

I partnered with B1G1 to embed giving back into my business at every level. With B1G1, more than 2,300 businesses from 43 countries have made 150+ million impacts, and Ethical Hour are proud to be part of this positive business community.

Our B1G1 partnership began in December 2018, and here you can see, in real time, the impacts we’ve made for the Sustainable Development Goals so far…


Achieving the Sustainable Development Goals would create a more sustainable and prosperous future for us all. We work with businesses and organisations aligned to the SDGs and we recognise that no goal functions in isolation – they all have a positive impact on other areas and issues too.

Through B1G1 we give back to causes aligned to all the goals, and we have set a target of creating at least 600 giving impacts aligned to the SDGs in 2019. All the goals are important, We have also chosen to give particular focus to the following Sustainable Development Goals and impact targets:

Goal 1: No Poverty

  • We pay all our staff and contractors the Living Wage or above, as defined by The Living Wage Foundation
  • We invest a percentage of sales revenue into microfinance loans for entrepreneurs in developing countries
  • We provide affordable publicity opportunities and marketing training to ethical brands on a small budget to help them make more income
  • In 2018, we invested 7.4% of our profit into 27 microfinance loans for entrepreneurs in developing countries and made 364 giving impacts aligned to Goal 1 through B1G1. In 2019, we have set a target of making 55 new microfinance loans.

Goal 12: Responsible Consumption and Production

  • In 2019, we will train 250 ethical brands to market their responsibly produced products.
  • In 2018, we elevated the profile of 73 brands through our #ShopEthicalInstead campaign – a responsible alternative to Black Friday. 600 people took part in the Twitter chat and we reached an audience of over 1.9 million worldwide. In 2019, we will involve 100 brands and aim to reach over 2 million people.
  • In 2018, we showcased 20 ethical fashion brands as part of our live event for Fashion Revolution, and held 3 panel discussions about responsible consumption and production in the fashion industry, with 200 people attending the event. We will run this again with 25 brands in 2019.

Goal 17: Partnerships for the Goals

  • In 2018, we brought together 55,000 changemakers across our online platforms to work together towards a more ethical and sustainable future. In 2019, we will double this to 100,000 changemakers.
  • In January 2019, over 1,200 Instagram posts were created as part of our #MeetTheChangemakerChallenge, which connected changemakers from around the world.
  • In 2019, we will mentor 60 ethical brands aligned to the Sustainable Development Goals.
  • In 2019, we will elevate the profile of 60 SDG aligned brands through the Be The Change Awards.
  • In 2019, we will elevate the profile of 140 SDG aligned brands through our sponsorship programme.
  • In 2019, we will support and collaborate with 150 ethical brands through live events aligned to the Sustainable Development Goals.


Achieving the Goals could create $12 trillion of market opportunities – creating more stable supply chains and opening up new markets (Better Business Better World). To capture these opportunities, businesses need to work towards the Goals and build positive impact into their business model, which also opens up unique competitive advantages.

As an impact marketing strategist I’ve worked with brands that cover all of the Sustainable Development Goals to turn their ethics into a strong impact story and a competitive marketing strategy:

Following the ethos of “trade not aid” I re-invest a % of sales revenue into microfinance loans. I’ve also supported a range of organisations who provide employment opportunities and fair wages in developing countries.

One of my clients donates plates of food to those in need for every product they sell. Their mission is to tackle hunger and eradicate poverty. I’ve also supported a range of food brands to tell their impact story and grow their business.

I’ve worked with health & wellness brands from cruelty-free beauty to mental health subscription boxes, helping them increase sales and maximise their impact. Wellbeing is one of my favourite sectors to support as it has a tangible benefit for us all!

From engaging adults in outdoor activities to helping social entrepreneurs start schools for children in Africa, I’ve supported a wide range of education initiatives to grow their brand and maximise their impact in UK communities and projects overseas.

This is an area I’m personally very passionate about so it’s been a pleasure to work with organisations that empower women around the world, as well as supporting a consultancy firm helping organisations create equal opportunities and become more diverse.

Clean water and sanitation is one of the most basic priorities for building safe and sustainable communities. For many social enterprises, supporting causes working in this area is an important way of maximising their impact. I’ve helped brands turn this into a key selling point.

As an eco-friendly business my office and website are both powered by renewable energy. I have experience of supporting energy companies in this sector to grow their brands, get more customers and increase the impact of green energy in the UK, which is a rapidly growing market.

The social enterprise sector is a major contributor to the global economy. I’ve worked on Fair Trade campaigns and supported a wide range of brands, organisations and charities to create more employment opportunities, ethical investment funds and economic growth.

With a background in software marketing, I’m particularly interested in supporting companies working in tech for good. I have experience in growth hacking and lean start ups to take innovative new products to market and have worked with a range of brands on this goal.

I’ve supported coaches and mentors to build programmes that support people to start their own impact businesses – creating new opportunities and empowering others. Many of the social enterprises I’ve supported are also working hard to end discrimination.

Sustainability is at the heart of many of the brands I support, from sustainable travel and transport and reducing plastic consumption to planting green spaces and encouraging biodiversity and urban gardening. Sustainable cities will provide greater opportunities for all.

From ethical fashion to circular economy solutions, recycling initiatives and zero waste shops, I’m extremely passionate about responsible consumption and have run several campaigns and helped grow conscious brands to reach their audience and grow the ethical market.

Climate change is one of the largest areas of risk. I’ve supported low carbon and carbon neutral businesses, eco-friendly travel companies and consultants who work with businesses, organisations and individuals to help them reduce their carbon footprint.

I’ve supported a range of retail businesses and organisations working to tackle plastic pollution – a major issue affecting the world’s oceans. I’ve also worked on strategies for social enterprises who support marine conservation efforts around the world.

I support Stand For Trees to protect forests and forest communities and also funded tree planting. I work with organisations committed to reducing palm oil consumption, protecting endangered animals and reconnecting people to nature.

I have worked with organisations in the justice sector to improve conditions in prisons and provide opportunities and support to ex-offenders. I’ve also supported charities and social enterprises tackling human trafficking and working to build more inclusive societies.

Goal 17 is all about collaboration – one of my core brand values. By uniting a global network of changemakers online, organising in-person events and mobilising the ethical community, I hope to create positive, sustainable collaborations that empower everyone to work towards the Global Goals.

Business can be a powerful tool for change, so if you’re creating impact towards one or more of the goals and you’ve got a purpose beyond just making a profit, I’d love to hear from you.


I hated seeing ethical business owners struggle. I knew their marketing was holding them back, and that meant they weren’t able to make the impact they so desperately wanted to see. The world needed them to succeed and I realised I could help.

I was fed up of all the fluffy, unhelpful advice out there. The self-proclaimed marketing “gurus” and in some cases just downright unethical practices. Seeing people follow this advice and wonder why their business wasn’t growing, blaming themselves and even feeling like it’s time to give up broke my heart. So I started teaching the strategic approach that I knew would help them, and it worked. Businesses began to grow and I even went full time running my own – still giving as much value, advice and support for free as I possibly could, alongside paid consultancy and training work.

One day I was reading the paper when an inspiring story caught my eye – about a charity founded on the idea of “trade, not aid” – using a crowdfunding style model to provide microfinance loans to entrepreneurs in developing countries. Anyone can invest in these entrepreneurs from just £15 upwards. Once they have enough investment they can use the loan to start or grow their business and pay you back in affordable monthly amounts that you can withdraw or reinvest into someone else’s venture.

I volunteered on a microfinance project in Sierra Leone during my student days so I felt inspired by the project, knowing what a difference these types of loans can make – not just to the entrepreneurs but to their entire communities. I knew I wanted to start my own investment fund and help even more people grow their businesses and change their lives.

I’m proud to support Lend With Care – a microfinance initiative which connects entrepreneurs in developing countries with people ready to invest in their businesses and help them grow.

Whether it’s opening a market stall, or perhaps a small tailoring business, or diversifying the crops they grow, people across the world are bursting with business ideas – all they need is a helping hand to get started.

I invest a percentage of my sales revenue into a Lend With Care fund which is invested in loans for entrepreneurs who are looking for financial support. Once they repay the loan, I choose another entrepreneur to invest in, and the process starts again! So when you grow your business with #EthicalHour – you empower someone else to grow theirs too.

Proud to Stand For Trees

“When the last tree is cut down, the last fish caught, the last stream poisoned, man will realize we can’t eat money”

Stand For Trees saves trees, helps forest communities and protects the rights of forest animals to live in their homes. By supporting them we are committing to taking action to protect the world’s forests and combat climate change.

I first chose to support the Gola project in 2017, which is the largest area of rainforest in Sierra Leone. It protects 60 globally threatened species and promotes sustainable development and livelihood activities for 122 forest edge communities (around 24,000 people) in the world’s 8th poorest country. I lived and volunteered in Sierra Leone in 2011, so this project also held personal significance too.

In 2018, I donated £1 from every copy of our #EthicalHour Marketing Planner sold to Stand For Trees and since I first started supporting them I have invested in 6 rainforest projects around the world.


🌳 MJUMITA Community Forest Project 
🌳 April Salumei Rainforest Conservation Project
🌳 Kasigau Wildlife Corridor Project
🌳 Lower Zambezi Community Forest Project
🌳 Rimba Raya Orangutan Reserve
🌳 Brazilian Rosewood Project

Our Climate Conflicts

In May 2019, climate change activist group Extinction Rebellion published an open letter encouraging advertising and communication agencies to “declare a climate & ecological emergency and act accordingly”. Ethical Hour agree.

As a marketing and communications agency, we’re committed to only using our creative powers to promote the businesses, organisations and individuals treating people and the planet with respect, and working hard to reduce their environmental impact.

We have signed a public declaration committing to disclose the percentage of our turnover generated from high carbon clients, and to reverse this percentage. We have published a Client Disclosure Report and developed a Client Engagement Policy, which outlines that we will not work with fossil fuel clients, or those causing harm to people, animals or the planet.

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