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Good-Loop founder Amy Williams explains the ethos of ethical advertising and why kindness always wins

About This Episode

On today’s Change Makers, Michael is joined by Amy Williams, co-founder and CEO of the ethical advertising agency, Good-Loop. With a commitment to making an impact, Amy is a pioneer in the advertising industry for combining profit and purpose. As a winner of Adtech’s Next Big Thing, Amy is a young change maker who has revolutionised the way businesses advertise and is continuing to help some of the world’s biggest businesses make a positive social impact. With clients like Coca-Cola, Nestlé and Unilever, Good-Loop is on track to reach its target of raising £5 million for partner charities like WWF and WaterAid by 2022.

Amy Williams, Founder & CEO, Good-Loop

Amy Williams is on a mission to convert people’s attention and data into funding for good causes around the world. She co-founded Good-Loop in 2016 after turning her hand from advertising at Ogilvy to volunteering at a soup-kitchen in Argentina. Today working with the likes of Nestlé, Unilever, the Co-Op, Coca-Cola and H&M, Amy’s ‘ethical ad platform’ rewards consumers who choose to engage with advertising by donating to their chosen charity, whilst delivering better ROI for advertisers. Amy is one of Forbes Europe’s 30 under 30, eConsultancy’s Rising Star of 2019, listed as part of the BIMA 100 and a face of the United Nations #SheInnovates global campaign.

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Lockdown List

What is a book that has changed your life?

Body and Soul by Anita Roddick is a truly fantastic read for anyone looking to get under the skin of an ethical-by-design business. Anita didn’t build the Body Shop with some self-conscious concept of ‘sustainability as a competitive advantage’ she simply built a business she was passionate about and proud of, one step at a time and it’s wonderful to be taken on that journey. In this book, she talks about the way they evolved the business to protect, educate and empower their workers and she reflects on the moment that she realised The Body Shop had enough influence to make meaningful change above and beyond the beauty products in her shop. 

What are you watching at the moment?

My TV comfort food is Parks and Recreation, it’s my favourite show of all time and Lil Sebastian never fails to pick me up when I’m low. 

I’ve also recently been devouring that new Channel 4 show It’s A Sin. It follows an eclectic group of friends growing up in London in the 80s. The show is a bizarre collision of youthful joy and complete sadness as we watch the gay community being ravaged by aids and alienated by the mainstream. It’s an important story that’s rarely told and I’m loving the show! 

Who is your biggest inspiration and why?

Rose Marcario CEO of Patagonia. She has reimagined capitalism, through a lens of kindness, civic-engagement and compassion and she brought it to life through Patagonia.

As the founder of an ‘ethical advertising’ company, I’m often torn between our mission to harness advertising as a force for good, and the fundamental truth that consumption is bad for our planet. Advertising ethically is complicated, some would even argue impossible, but then I’m sure people also said it’d be impossible for Patagonia to become a billion-dollar company whilst actively telling people “Don’t Buy This Jacket.” Rose is an activist who’s earned respect and influence within our ruthlessly corporate society, and I would be so honoured to hear about her journey.

In one sentence, describe your ‘new normal’.

Which pair of leggings has the fewest stains on? 

What is your best tip for life?

I have no authority to tell people how to live, but personally, I try to listen more than I speak, say yes more than I say no and sleep as much as humanly possible. 

Name your top five 'Lockdown Tracks'

  • Alabama Shakes – Sound and Colour 
  • Vulfpeck – 1612   
  • Janelle Monae – Pynk 
  • Sinkane – How we be  
  • Dolly Parton – The Grass is Blue 

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