Communicating Purpose with John Higginson Communicating Purpose with John Higginson

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Daisy Brickhill, Head of Communications at Oceana UK.
Throughout her career, Daisy been at the forefront of communication strategies catalysing change to better our oceans.
From advocating for transparency in the fishing industry and championing the conservation of blue carbon habitats, Daisy's scientific and communications efforts have been instrumental in driving forward marine protection initiatives and stimulating key policy change.

In this episode, we discussed:

🧑‍🔬 Why the communications sector needs more scientists 

🌎 The most effective medium to communicate a campaign message

🐠 How Oceana UK helps people resonate with out-of-sight marine issues

🔬 The importance of scientifically backed stories at a time when there is a premium on truth

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Jayn Sterland, Managing Director at Weleda UK.
For more than a decade, Jayn has ploughed her energy into driving the beauty industry towards social and environmental responsibility, through her work at Weleda UK and The British Beauty Council's Sustainable Beauty Coalition. 

After rejecting an 'unsustainable' career in fashion, Jayn now flourishes as a sustainable business leader, public speaker, and columnist. Her illustrious career has seen her voted 'Number 1' in the Who's Who in Natural Beauty, no less than six times.

In this episode, we discussed:

🌿 Why brands should embrace the imperfect 

🧠 The importance of having an experimental mindset

🧴 The story of Weleda UK's plastic packaging U-turn

💡 How Jayn finally found purpose in her career

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Dr Mark Smith, Director General at NATRUE and Co-Chair of the Sustainable Beauty Coalition.
NATRUE is a pioneering non-profit that has been instrumental in advocating for natural and organics cosmetics, having shaped the sector with it's internationally recognised label.  

Mark is at the forefront of NATRUE's political, and scientific affairs, from regulatory research at EU-level to promoting sustainable consumption of raw materials. 

In his role at the British Beauty Council, Mark drives systemic change across the cosmetics industry, spearheading change on topics including greenwashing, plastic waste, and EPR. 

In this episode, we discussed:

🌍 The biggest greenwashing claims presented by brands fronting as 'organic' 

🏷️The 'label fatigue' problem causing distrust in the cosmetics sector

🚫NATRUE's fight for regulation on unsubstantiated environmental claims 

🌱How NATRUE is facilitating the protection of natural and organic raw materials

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Dominic Lyle, Director of Communications at Planet Tracker.
Planet Tracker is a non-profit thinktank working to drive sustainable transformation among industry, and align investment with a just, net-zero, nature-positive economy.

Since its establishment in 2018, Planet Tracker has spurred change across the agri-business, seafood, petrochemicals, plastics, and textiles industries by empowering the financial community with the knowledge to navigate complex environmental issues.

In this episode, we discussed:

🌍 How Planet Tracker exposed a group of plastic manufacturers to be NGO-fronting greenwashers

🔍The deceptive tools often used in industry to divert attention and shift blame to consumers

📈The cut-throat way to force businesses to reform harmful practices

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Alex Deadman, Head of Strategic Communications at Tickets For Good. 
Launched in Sheffield, Tickets For Good is an innovative social enterprise working with the UK's top live event companies to provide free and discounted tickets for the NHS, charity sector workers and cost-of-living payment recipients.

At the heart of Sheffield's vibrant music scene, Alex showcases a versatile approach to the ever-changing terrain of the music industry through his expertise in strategic communications and marketing.

In our discussion, we delved into:

🎙️ How Alex's passion for music led him to the world of purpose-led PR 

🎪 The connection between live events to a wider cultural purpose

👥 The importance of local media in driving connections

✍️The power of analogies in effective marketing 

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast, with Paul David, CEO and Co-Founder of Literal Humans.
Launched in June 2020, Literal Humans is a creative marketing agency that helps mission-focused brands tell their stories and develop emotional, human connections with their customers.

Prior to launching Literal Humans, Paul led an illustrious career in education and non-profit management, receiving a Doctoral in Education Leadership from Harvard Graduate School of Education, before pivoting to the world of marketing and content strategising.
In our discussion, we covered:

⚖️ Paul’s experience working under Obama during his 2008 presidential campaign
🗣️ The importance of listening to contrary opinions in order to develop emotional resistance, mental toughness and intellectual inspiration 
🤳 The shift towards hyper-curation in marketing and need to curate and filter the right message

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy