My sweet spot is taking
big, important ideas
relating to sustainability, culture, social impact, and turning them into content that people actually connect with.
I’ve found that a lot of businesses are doing amazing work to create positive change - but they’re held back because they don’t know how to talk about it in an interesting way.
Take sustainable travel for instance.
Responsible Tourism is my specialty area (not to show off, but I have a Postgraduate Diploma in Responsible Tourism Management). I genuinely want to pull my hair out every time I see a positive-impact travel business using green branding and blanket statements about using travel as a force for good.
Rather than telling people to travel responsibly…
Why not show them how they can avoid checklist tourism?
Rather than leading with the brand’s mission, why not make the traveller the hero, showing what they’ll experience and the difference they’ll make along the way?
Or how about not actually mentioning responsible travel at all, but highlighting small businesses, diverse perspectives, and challenging stereotypes?
Although tourism is my passion area, truthfully I love to work with anyone whose values align with my own. If you’re in the social impact space or working on something related to community and culture, feel free to drop me a line!