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#EthicalHour
For 7 years, #EthicalHour has been starting the conversations that matter. When #EthicalHour began, the world was a very different place. Pre Blue Planet II and the surge in plastic pollution awareness. Pre roll out of the Paris Agreement. Pre Climate Change Act, COP26 and the landmark pledges committed.
In the greatest decade of climate change awareness, #EthicalHour has been at the cutting-edge.
Our community and training has launched and grown thousands of eco challenger brands. Our campaigning and advocacy work has taken the message mainstream. Our sustained action has influenced change.
Our Founder Sian Conway-Wood was a Year of Green Action Ambassador for the UK government and was named the UK’s Sustainability Influencer of the Year in 2018 and 2020. She was listed as one of ‘40 Women In Tech To Watch’ in 2020 and has won multiple awards for her business and social impact.
As author of the book “Buy Better Consume Less Create Real Environmental Change” (published 2022 with Icon Books), Sian is a regular media commentator on sustainability, conscious consumerism and greenwashing in print, radio and television around the world.
The world has changed, #EthicalHour is changing too. We’re going to make the next decade the most impactful yet.
In 2022 we launched the UK’s fastest growing climate, nature and quality of life focused news site. We ran #ShopEthicalInstead to advocate for, and ensure the survival of, the sector’s most vibrant and impactful small businesses, which will return in 2023. We have plans in place to increase the accessibility of our community and training programme, during what is a difficult time for small and medium sized ethical businesses, and we are partnering with other sector leaders to drive the impact this decade requires.
Until now, the sustainability sector has lacked the lobbying, advocacy and communications power to create a truly impactful central voice beyond the echo-chamber. Working with 181st Street, we have designed the 1.5% for 1.5C campaign to facilitate that voice, to bring together everyone in the sector and through partnership, create a voice that cannot be denied.
181st Street
181st Street is a trusted communications & reputation partner to sustainable, ethical and purpose-driven brands, CEOs, charities, campaigning organisations, leaders and political parties that want to take a stand, leverage influence and drive change.
They provide strategic brand development, audience targeting, marketing, investor relations, advocacy and reputation management to influential leaders, ESG-focused companies in the tech & built environment, legal and financial sectors, charities, NGOs, political parties and institutions.
Their vibrant and talented team of strategists, creatives and behavioural science experts bring proven scientific methodologies back to the art of communications, lobbying and advocacy, to achieve cut-through in a world of 3-second attention spans, and to deliver transformative impact.
In 2022, they designed and delivered #EthicalHour’s annual #ShopEthicalInstead campaign: advocating for small businesses and championing sustainable challenger brands during Q4 – the crucial sales period that accounts for 80% of small business revenue and determines their survival into the year ahead.
In the midst of a cost of living crisis, with consumer spending down, and at the most competitive time of year for online marketing, their high-impact campaign included over 100 small businesses, achieved an organic reach of 4.7 million people and increased participating brands’ sales by an average of 18%. These unrivalled results were thanks to the team’s academic knowledge, and their ability to apply groundbreaking techniques not seen before within our sector.
The 181st Street team are the creative minds behind 1.5% for 1.5C, and we are grateful for their team’s pro bono time to design and implement the campaign. Their background in political campaigning, advocacy, demographics and digital communications will be key to successfully lobbying the political parties and securing the climate, nature and quality of life actions we desperately need from the next government.