The Impact Files

Ned Wells
  • 0.0 (0)
  • MARKETING

Each episode of The Impact Files podcast explores the personal stories and leadership challenges behind meeting a business’s near-term financial needs, while creating lasting wellbeing for people and planet. We examine the roles that marketing, media and communications play in shaping trust, demand and impact. Our objective is to provide insight and encouragement for business leaders on a purpose-led journey, showing how financial performance can be aligned with long-term sustainability. Hosted by Ned Wells alongside a sustainability expert co-host, each episode features one guest: an experienced decision-maker in either a ‘green brand’ – founded as purpose-led – or an ‘amber brand’ – not founded as purposeful but now on the journey.

  1. S2 E5, PR recruitment, and changing the world with tiny actions, with Dean Connelly, Founder, Latte.

    6D AGO

    S2 E5, PR recruitment, and changing the world with tiny actions, with Dean Connelly, Founder, Latte.

    Meet Dean Connelly, founder of Latte - a specialist PR and social media recruitment agency working across London, Sydney and Melbourne, at the sharp end of the communications job market.  Latte is one of three recruitment agencies globally to have pledged against recruiting for agencies with fossil fuel clients, instead championing roles that use comms as a force for good.  Dean shares what it’s like to run a recruitment business in a volatile sector, where demand shifts quickly and hiring trends give an early read on the wider agency market - and why things are starting to look more positive again. But the heart of the episode is values. Dean explains how Latte became involved with Clean Creatives, the movement encouraging agencies not to support fossil fuel clients. What began as a team conversation has become a clear line in the sand. We explore what that means in practice - turning down work, ending client relationships, and building a framework for navigating grey areas like networks and less visible client connections. Dean is honest about the tensions involved. This is not abstract ethics. It’s real revenue, real trade-offs, and moments where a small business owner chooses between short-term income and long-term principles. The conversation opens up a wider view of recruitment’s role in driving change. Dean argues recruiters are not neutral - they shape talent flows, influence agency choices, and can apply pressure by refusing to work with organisations that conflict with their values. We also discuss the ripple effects - from educating candidates to the idea that working on certain accounts could become a genuine career constraint. There’s a thoughtful reflection on how values evolve inside a business. Latte wasn’t founded as climate-focused - that perspective grew over time, shaped by the team and a sense that business should stand for more than profit. Finally, Dean looks ahead - from the rise of AI roles in agencies to a future where recruiters need to offer more strategic value as transactional models come under pressure. A candid episode on recruitment, values, climate accountability, and what it takes for a small business to back its principles when money is on the line. For more about Latte visit https://www.wearelatte.com/

    48 min
  2. S2 E4, Employee ownership and purposeful recruitment, with Nick Billingham, MD, Charity People

    MAR 31

    S2 E4, Employee ownership and purposeful recruitment, with Nick Billingham, MD, Charity People

    Meet Nick Billingham, Managing Director of Charity People - a recruitment business serving the UK non-profit sector, built around impact, employee ownership, and long-term thinking. Nick shares his route into charity recruitment, moving from a more traditional path to finding a better fit in the non-profit world. Ten years on, he leads a business working across charity, education, and social impact roles, from place-based hiring to senior leadership and trustee appointments. A central theme is what impact really means for a recruiter. For Charity People, it goes beyond filling vacancies. Nick talks about supporting life decisions, helping organisations hire better, and strengthening the sector’s long-term resilience. We also explore the internal side of impact - from staff wellbeing and flexible working to becoming wholly employee owned. Nick explains why they chose an employee ownership trust, what it changes in practice, and how it sharpens thinking on fairness, accountability, and shared success. There’s an honest discussion about the realities of purpose-led business. Nick reflects on a difficult period after the move to employee ownership - including market slowdown, limited access to capital, and the challenge of staying transparent with staff. The conversation then turns to equity, diversity and inclusion. Nick shares how Charity People works to make hiring fairer, while recognising the pressures many charities face. It’s a thoughtful look at the tension between long-term goals and short-term needs. We also touch on governance, B Corp, and the role of structure in making purpose credible. Nick argues that businesses serious about impact should think carefully about who benefits and how decisions are made. Finally, Nick looks ahead to the future of recruitment - including AI - while arguing that human judgement, trust, and partnership remain central. A thoughtful episode on recruitment, employee ownership, transparency, and building a business that tries to do right by its staff, clients, and sector. For more information visit https://charitypeople.co.uk/ Connect with Nick at https://www.linkedin.com/in/nickbillinghamcharityrecruiter/

    47 min
  3. The power of communications in uncertain times, Amanda Powell-Smith, CEO, Forster Communications

    MAR 23

    The power of communications in uncertain times, Amanda Powell-Smith, CEO, Forster Communications

    Meet Amanda Powell-Smith, Chief Executive of Forster Communications - a purpose-led agency working at the intersection of communications, sustainability, and social change for nearly 30 years. Amanda shares the story behind Forster’s founding in 1996, inspired by the Body Shop era and the belief that business can be a force for good. That ambition still shapes the agency’s work, client choices, and how it runs day to day. We explore what it means to be selective about clients in practice. Forster works across sectors, but with clear red lines - and a constant question: will this work contribute to real change, or just polish the surface? Amanda talks through how those decisions are made - using evidence, research, and judgement - and the tension of balancing purpose with commercial reality in a values-led business. We also look inward at the people and processes behind the model. From colleague-led impact groups to sustainable travel incentives and a plant-based office, this is about building a healthier, fairer business from the inside out. Not everything is straightforward. Diversity remains a challenge. Recruitment is slow. And some initiatives take time to land. But Amanda makes a strong case for small businesses treating agility as a strength. There’s a wider discussion on the role of communications too. In a noisy, distrustful environment shaped by misinformation and greenwashing, Amanda argues the industry has a vital role to play - building trust, clarity, and support for change. We close by looking ahead - from growing European partnerships to preparing for new B Corp standards - and why small businesses should lean into their ability to experiment, learn fast, and lead. A thoughtful episode on purpose-led communications, client choice, trust, and the power of small businesses to move things forward. For more information visit forster.co.uk, and connect with Amanda on LinkedIn https://www.linkedin.com/in/amanda-powell-smith/

    38 min
  4. S2, E2, Sustainable packaging and the power of purpose, with Josh Pitman, MD, Priory Direct

    MAR 17

    S2, E2, Sustainable packaging and the power of purpose, with Josh Pitman, MD, Priory Direct

    Meet Josh Pitman, Managing Director of Priory Direct — a sustainable packaging supplier — and a kite surfer turned accidental entrepreneur. Priory Direct is a £10 million packaging business helping more than 16,000 UK e-commerce businesses ship products to customers — with as little waste as possible. We hear how they’re taking on one of e-commerce's most overlooked problems. Secondary packaging — the boxes, mailers and dispatch materials that move products from warehouse to doorstep — is a massive and growing waste stream. Josh's mission is to make it as efficient and as harmless as possible. Josh traces his journey from cutting out address labels for a teenage kite surfing side hustle, to a beach in Cape Verde littered with plastic, to the light bulb moment that gave Priory Direct its purpose: minimise the impact of e-commerce on the planet. We explore what sustainable packaging means in practice — forecasting demand, filling lorries, reducing shipped air, and coordinating supply chains across 16,000 UK businesses. The insight that sustainability and commercial efficiency can be the same thing runs throughout. Josh gives an honest account of embedding sustainability into the business — putting carbon footprint and waste streams on the same KPI dashboard as turnover and profit, democratising responsibility across every department, and letting people surprise you when you get out of their way. We get into the realities of certifying as a B Corp, working with fast fashion clients without conflict, and why EPR legislation is finally forcing large retailers to scrutinise their packaging spend.  The conversation turns to what's next — a machine learning forecasting platform funded by Innovate UK, a new life cycle assessment tool covering 14 environmental factors, and an open letter campaign to ban misleading recyclability claims on soft plastic. Finally, Josh makes a grounded case for why marketing and sustainability belong together — and why green hushing may be more dangerous than greenwashing. A practical, energetic episode on purpose, packaging, and the unglamorous work of making supply chains less wasteful — one lorry load at a time. Find out more about Priory Direct at https://www.priorydirect.co.uk/

    54 min
  5. S2 E1, introducing Season 2 co-host Ruth Davis

    MAR 9

    S2 E1, introducing Season 2 co-host Ruth Davis

    Season two kicks off with a short introduction to co-host Ruth Davis. Ruth is co-founder of Oxygen, an Oxford-based creative agency and certified B Corp working with purpose-led organisations. Their work spans brand, design and websites, with a growing focus on low-carbon web design.  In this short episode we learn how Oxygen started as the marketing team at Oxford HR, a leadership consultancy serving the global for-purpose sector such as WWF, Greenpeace and Médecins Sans Frontières and developed into a standalone agency. Ruth also shares a little of her own story - from studying at the LSE to building a career centred on purpose-led work, climate awareness and responsible business. Find Ruth on LinkedIn at https://www.linkedin.com/in/ruth-davis/ Learn more about Oxygen at designedbyoxygen.com.

    6 min
  6. Giving new life to wood, and new life to people, with Adrian Sell, CEO, Oxford Wood Recycling

    MAR 2

    Giving new life to wood, and new life to people, with Adrian Sell, CEO, Oxford Wood Recycling

    What does it take to build a social enterprise that truly sustains itself - financially, environmentally and socially? Ally and I had a wonderful chat with Adrian Sell, Chief Executive of Oxford Wood Recycling, a social enterprise turning waste timber into valuable items while helping people facing barriers to employment rebuild confidence, skills and working lives. Oxford Wood Recycling collects waste timber from businesses and households, diverts it from landfill, and resells reclaimed materials through its Abingdon wood shop. Alongside the environmental mission sits a powerful social one - supporting people facing barriers to employment into meaningful work. Adrian shares why trading income sits at the heart of the organisation’s sustainability. Grants can support innovation, he explains, but commercial activity builds resilience, learning and long-term stability. We explore how purpose-led organisations can balance mission and margin without losing their soul - and why building strong trading income is often the most responsible thing a social enterprise can do. You’ll also hear about: How earned income now accounts for over 95% of Oxford Wood Recycling’s £800k annual revenueThe circular economy in action - collecting, reclaiming and reusing wood locallyHow environmental impact is measured through tonnes of waste saved and CO₂ avoidedSupporting people into employment through practical skills and confidence buildingThe cultural reality of running a warm, neurodiverse workplace alongside commercial disciplineWhy marketing isn’t just about sustainability messaging - but value, service and trustThe challenge of building footfall when your best asset is hidden off the high streetGrowing demand for reclaimed materials - and the opportunity for national expansion Adrian also reflects on the wider future of the sector: a UK where reclaimed wood services are available everywhere, making reuse the easy, everyday choice. And his one piece of advice? Look carefully at what you already have - your expertise, your community, your audience. Somewhere in that sits value others are willing to support or pay for. Website: https://www.oxfordwoodrecycling.org.uk/ Facebook: https://www.facebook.com/OxfordWoodRecycling Instagram: https://www.instagram.com/oxfordwoodrecycling/

    48 min
  7. S1 E6, Every job is a green job, with Dr Karen Cripps, Oxford Brookes University

    FEB 24

    S1 E6, Every job is a green job, with Dr Karen Cripps, Oxford Brookes University

    Meet Dr Karen Cripps, Associate Professor of Responsible Management and Leadership at Oxford Brookes University Business School.   Karen has spent her career exploring the intersection of business, sustainability and education. Today, her focus is clear: green skills - and why every job is now a green job.   We talk about what that really means in practice. Not just specialist sustainability roles, but marketing, operations, supply chain and leadership. The 99% of roles that need baseline carbon literacy, systems thinking and the confidence to act.   Karen delves into why demand for green talent is outstripping supply, why many managers still lack clarity about their role in delivering net zero, and why resilience and influence are now core leadership skills.   We explore the emotional toll on sustainability professionals - and why organisations must support them properly if they want progress to stick.   You’ll also hear about:   Why sustainability must be meaningfully embedded in educationThe gap between education for sustainable development and real-world green skillsThe visibility problem in job descriptions - and why organisations miss talent by failing to signal their sustainability ambitionsCarbon literacy training - and why no business graduate should leave university without itThe growing communities of climate professionals supporting each otherThe role of marketing and internal communications in mobilising the 99%Why advocacy is a professional skill - and influencing change without becoming “the activist in the room”  Karen also shares encouraging signs of progress: packed green skills webinars, rising student demand for purposeful careers, and businesses continuing the work despite political headwinds.   Karen’s one piece of advice for employers:   Start with awareness. Reflect on how climate risk, regulation, talent expectations and cost efficiencies already affect your business. Then ask who in your organisation could act on that. That’s your green job.   Contact Karen at kcripps@brookes.ac.uk Find Karen's book at: Cripps, K, and Ho, C. (Eds.) 2026 (forthcoming). An organisational guide to skills for green workforce transformation. Abingdon: Routledge. Recent reports and publications:  Holding back climate progress - sustainability's critical skills gap - with Climate Change CoachesSustainability in early careers, UK 2025 - with WindōLeading the Pathway to Net Zero - with the CMI

    58 min
  8. S1 E5, Making cleaner energy work for your wallet, with Tom Cox, Founder & MD, Decent Energy

    FEB 12

    S1 E5, Making cleaner energy work for your wallet, with Tom Cox, Founder & MD, Decent Energy

    Meet Tom Cox, founder and MD of Decent Energy, and host of People Planet Pint in Cambridge. Tom’s idea is simple: if you want people to live more sustainably, make it easy and make it affordable. Decent Energy’s platform cuts carbon and saves users money. And Decent Energy only gets paid when customers do. Tom explains their first product, Shîfter - software that helps households optimise when they use and store electricity, based on half-hourly shifts in UK energy prices and grid carbon intensity. We explore Decent Energy’s risk-reward model: no savings, no fee. Trust sits at the heart of it, backed by full transparency about what the software does and why. You’ll also hear about: Why “green tariffs” don’t remove the importance of when you use energyHow Decent Energy measures impact - money saved and CO₂ avoided, tracked against changing baselinesThe unexpectedly hard part: producing a bill that clearly proves the savingsEarly traction with councils, and why inverter integrations matterThe roadmap ahead: Shîfter; Flex̃er (flexibility markets with cash payouts); Switcher (tariff recommendations based on real usage); and, longer term, peer-to-peer energy trading Tom’s one piece of advice for sustainability-focused start-ups: Make sure the sustainability business case is watertight. Whatever your mission, it still has to be commercially viable - because saving money is a message everyone understands. Tom’s 10-year vision: A shift towards hyper-local energy systems, where communities intelligently balance their own demand using rooftop solar, batteries and smart software. Less strain on the grid. Lower carbon. Lower bills. And a model that avoids the grid congestion already seen in parts of Europe. Find out more at decentenergy.io, and try Power Hour - a simple tool showing the cheapest and lowest-carbon time to use electricity.

    46 min
See All (13)

Trailer

About

Each episode of The Impact Files podcast explores the personal stories and leadership challenges behind meeting a business’s near-term financial needs, while creating lasting wellbeing for people and planet. We examine the roles that marketing, media and communications play in shaping trust, demand and impact. Our objective is to provide insight and encouragement for business leaders on a purpose-led journey, showing how financial performance can be aligned with long-term sustainability. Hosted by Ned Wells alongside a sustainability expert co-host, each episode features one guest: an experienced decision-maker in either a ‘green brand’ – founded as purpose-led – or an ‘amber brand’ – not founded as purposeful but now on the journey.

Information

  • Creator
    Ned Wells
  • Years Active
    2K
  • Episodes
    13
  • Rating
    Clean
  • Copyright
    © 2026 Ned Wells
  • Show Website
    The Impact Files

You Might Also Like