My Transition 

Story

There is a moment for each of us when we are called to leap. Mine, was quite literally this, with my feet tied, looking out to the snow-capped peaks of the Himalayas, I stood at the edge of the mountain. One deep breath and I jumped. I jumped because I had decided that fear shouldn’t limit who we are. I didn’t know what was next, but I knew that my years in advertising, convincing people to buy more, more, more, was not it. I was 29 and suffering from burnout, anxiety and depression. I had lost my sense of self to the churn of the corporate machine, shallowed up by modernity: a sick society, demanding more by making us feel lack of or less than. I was no longer going to be held by feelings of scarcity. Now was time for my heart to guide me and to step into expansion.

A leap of faith

For six years, I worked with multinationals in advertising, winning awards for “8 years of consistent growth” with McDonald’s. We were asked to look at the market opportunity, and what could we capitalise. Look for the problem and we can solve. Often finding fixes to things you question, were they really problems? As things started to shift in my personal life, I was no longer ‘loving it’. My time working on big business for McDonald’s, Kellogg’s, Natwest needed to end. Whilst I had learnt the ropes of TV, print, radio, experiential, and digital, it was the pro bono work for NGOs & UK Gov that motivated me. I had a deep appreciation for the power that creativity had to move people and drive behaviour change. Developing campaigns lobbying for human rights, ex-offenders working right and gender equality we saw legislation overturned, people's lives changed.  This is what I wanted to dedicate my time to, to creating a world that I could believe in.

A new perspective

My jump in Nepal was the start of the next  8 years of travel, in search of answers. I directed a documentary, ‘The Talk’, exploring the impact of unplanned pregnancies in rural communities of Guatemala. Campaigned for the Uluru statement’s fight for Constitutional recognition of Australia’s First Nations People in Australia. Built an online community engagement tool for the documentary ‘What’s your 2040?”.  We were helping people, but the problems ran deep. I recognised the power business has to create systemic change - Mars now employing more people than a small country! I began purpose consulting, connecting business with social and environmental justice. From ABinBev to BCorp we helped businesses lead with purpose, going beyond just communications, but developing internal policy to serve something bigger than themselves. We proved that purpose and profit were not separate choices, starting a venture studio with Reckitt Benckiser to identify a purpose gap they could serve and taking them to 1 million dollar revenue in one year.

Purposeful action

Businesses may be shifting towards more purposeful futures, however without deeper regenerative work, they risk repeating patterns that uphold inequality, imposing the same colonial bias the current system has created. By only addressing the symptom, we fail to see the real need… It requires something much deeper. In order to truly be part of something bigger than themselves, they need to be ready to embody a culture shift that allows for complexity. To be energised by the potential so that they can create the ripples needed, rather than seeing it as an answer to marketing and ESG reports. It was here that I found Regeneration.

For me, regeneration is not a step change from sustainability. It is far deeper. It is spiritual. It is nuanced and complex. It touches are every way of being. We see ourselves as participants of nature, as part of an ever-evolving multi-dimensional living system. It is both being regenerative as a way of living but also as a way of seeing yourself in the system and how to create regenerative actions that are more intimate, go far deeper and ultimately more are impactful. 


This is the work I have been doing for the last three years: innovating at a systems level to create new ways of being. From Cisco technologies to small start ups, I have been exploring new models of ownership, Teal working cultures, decentralised distribution, localised economies, plant medicines and holistic health. So now I sit, living from my van, developing a relationship with the land, looking out to the Portuguese waters, being inspired by the lessons from nature. Dancing with trees, building community, experimenting with tech (my brief moment as a hacker!). As a co-founder of Ericieria regenerative innovation collective, we are experimenting with ways to build a life-affirming economy locally while I work with businesses globally to impact global economic shifts.

Ways of being

OLD PARADIGM EXPERIENCE

Unilever

NHS

RB

ABInBev

Natwest

Guinness

CBA

McDonald's

Karma Nirvana

Home Office

L'oreal

Red Cross

BCorp

PRS for Music

LFC

Unilever • NHS • RB • ABInBev • Natwest • Guinness • CBA • McDonald's • Karma Nirvana • Home Office • L'oreal • Red Cross • BCorp • PRS for Music • LFC •

NEW PARADIGM EXPERIENCE

What's you 2040?

Moments of Space

Positive

Hooks

DIAL

What's you 2040? • Moments of Space • Positive • Hooks • DIAL •