The Impact Files

Ned Wells
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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. S3 E2, Creating better apparel: pursuing sustainability with scale, with Tom Cotter, OCEANR

    3D AGO

    S3 E2, Creating better apparel: pursuing sustainability with scale, with Tom Cotter, OCEANR

    Join us in getting to know Tom Cotter, founder and CEO of OCEANR – a fast‑growing sustainable apparel company expanding its product portfolio and working with some of the world’s most recognisable hospitality destinations, private islands and adventure brands. Tom shares the story behind OCEANR’s evolution. What began as three friends in West Cork spotting an overlooked product category – the humble rash vest – has grown into a 90‑person international business with design and production in Latvia and commercial teams in Ireland. After an early attempt at building a consumer brand, demand from organisations looking for credible sustainability partners reshaped the company’s direction. Today OCEANR delivers bespoke uniforms and merchandise for clients such as Necker Island, blending performance apparel with measurable environmental impact. We explore how OCEANR positions itself within the wider sustainability landscape. Tom breaks down their People, Product, Planet framework, from ethical manufacturing and innovative materials to lifecycle analysis, take‑back schemes and partnerships that remove river‑bound plastic and plant mangroves. OCEANR’s B Corp certification reinforces this approach, offering clients external validation in a space where transparency matters. A central theme is the practical reality of building a purpose‑led business while scaling. Tom talks candidly about the challenges of growing through COVID, the long road to profitability, and the constant balancing act between commercial pressures and sustainability commitments. He also reflects on how organisations are increasingly seeking real solutions rather than surface‑level “green” claims — and how OCEANR aims to meet that need. Finally, Tom tells us where he sees the sector heading. With rising expectations around reporting, supply‑chain ethics and environmental accountability, he believes the next decade will reward brands that combine transparency, innovation and genuine impact. Connect with Tom on LinkedIn: https://www.linkedin.com/in/tom-cotter/ Visit OCEANR at https://oceanr.co/

    57 min
  2. S3 E1, Rebuilding lives, rethinking work: fair global hiring with Geoff Hucker, CEO Work for Impact

    MAY 5

    S3 E1, Rebuilding lives, rethinking work: fair global hiring with Geoff Hucker, CEO Work for Impact

    Our guest in this episode is Geoff Hucker, a former Emirates pilot whose life underwent a dramatic change after a visit to a small Franciscan orphanage in Addis Ababa, at the height of the HIV/AIDS pandemic. The harsh reality of children dying because families couldn’t afford monthly fees for lifesaving medication, set Geoff on a new path and resulted in co-creation of Beyond the Orphanage, a model focused on reuniting street-connected children with family and supporting them through education into adulthood. Geoff’s story as a driver of positive change doesn’t stop there. In 2019 he launched Work for Impact — a for-profit platform connecting global employers with talent in low-income countries. We take a deep dive into how the business works today: a lean fee structure well below industry norms, 140,000 people on the platform, and contractors typically earning three times local wages. Clients range from Nasdaq-listed companies to small non-profits, and the company’s B Corp status underpins its commitment to transparency and ethical tech. Geoff also reflects on what he’s learned along the way — from balancing purpose with commercial reality to recognising that progress often comes from working with ‘amber’ organisations, not just the ‘perfect’ ones. A conversation about purpose-led entrepreneurship, practical impact, and the small operational decisions that make big social outcomes possible. Contact Geoff on LinkedIn: https://www.linkedin.com/in/geoff-hucker/ Find out more about Work for Impact: https://www.workforimpact.com/

    47 min
  3. S2 E7, Dogs, sustainability & the power of professional standards, with Jay Light, PACT Dogs

    APR 27

    S2 E7, Dogs, sustainability & the power of professional standards, with Jay Light, PACT Dogs

    Meet Jay Light, Director of PACT Dogs – a fast-growing membership and education organisation shaping professional standards for dog trainers and behaviourists. Jay shares the story behind PACT’s growth. Four and a half years ago it had just a few dozen members and one course. Today it has more than 400 members across the UK and internationally, delivering accredited training and influencing the future of the profession. We explore how PACT sits within the wider animal welfare ecosystem, working alongside the Animal Behaviour and Training Council and helping shape standards across charities, trainers, behaviourists, and regulators. A big theme is the unexpected reach of dog trainers. Jay argues they’re not just working with animals – they’re teaching people. Because dog ownership spans all of society, trainers often work with everyone from families to senior executives. That creates an opportunity: using everyday conversations with dog owners to raise awareness of sustainability and environmental impact. Jay also shares how sustainability runs through PACT’s model. The organisation publishes impact reports, measures its carbon footprint, and has donated more than £80,000 through scholarships, charity support, and sector initiatives. We hear about their unusual training venue – a three-acre former horse paddock turned into a nature-rich site with wildflowers, renewable energy, compost systems, and biodiversity projects. The conversation also explores PACT’s B Corp journey and what ethical business means in practice – from supplier choices and ethical banking to challenging poor industry norms. Finally, Jay reflects on where the sector is heading. With stronger standards and new certification frameworks emerging, he believes the next decade could see a major step forward in professionalism and animal welfare. A fascinating episode on dogs, sustainability, professional standards – and how a small organisation can influence a much larger system. Connect with Jay on LinkedIn: https://www.linkedin.com/in/jason-light-89a71259/ Visit PACT Dogs: https://www.pact-dogs.com/

    52 min
  4. S2 E6, Responsible workplace supply and smarter procurement, with Darren Aston, MD, Aston and James

    APR 21

    S2 E6, Responsible workplace supply and smarter procurement, with Darren Aston, MD, Aston and James

    Meet Darren Aston, Managing Director of Aston and James - a long-established family business helping organisations make their workplaces work, from office supplies and furniture to workwear, branded goods, and facilities essentials. Darren shares the story of a business built over 35 years, shaped by family and a strong sense of care, humility, and responsibility - now central to how it approaches sustainability. We hear how the company has evolved since Covid. Changing workplace patterns, shifting customer needs, and a more complex procurement landscape have pushed Aston and James to become more consultative and responsive. The conversation explores what responsible business looks like in a product-based company. Darren talks about eco delivery days, reducing van journeys, helping customers consolidate orders, and making more thoughtful choices around packaging, logistics, and sourcing. We also look at the challenge of influencing behaviour. Aston and James isn’t just selling products - it’s encouraging customers to buy less often, buy better, and reduce waste. Darren explains how clearer product information, approved ranges, and reuse schemes support that shift. There’s a discussion on supplier realities too. Progress is happening, but slowly. Darren reflects on the challenge of improving data, transparency, and supply chains as a smaller business without huge buying power. Internally, we hear about the Green Council - bringing people together to turn good intentions into steady action, from recycled materials to more ambitious reuse initiatives. Darren is open about the commercial tensions. More sustainable options can cost more, and not every idea is straightforward. But he makes a strong case for focusing on practical progress rather than perfect solutions. A grounded episode on practical sustainability, family business values, supply chain complexity, and the small changes that add up over time. For more on Aston & James visit https://www.aston-james.co.uk/ Contact Darren on Darren@aston-james.co.uk

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

    APR 10

    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
  6. 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
  7. S2 E3, The power of communications in uncertain times, Amanda Powell-Smith, CEO, Forster Comms

    MAR 23

    S2 E3, The power of communications in uncertain times, Amanda Powell-Smith, CEO, Forster Comms

    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
  8. 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
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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
    17
  • Rating
    Clean
  • Copyright
    © 2026 Ned Wells
  • Show Website
    The Impact Files

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