Filled with optimism and empathy, I’ve always wanted to understand the role business can – and should – play in addressing social and environmental issues. Starting out in finance, trying to change the system from the inside out, I worked on end-to-end sustainability communication, learning and engagement programmes to stimulate dialogue and action among: corporate change agents, employees, subject matter experts, heads of businesses, policy experts and community groups. After working in-house, I sharpened my technical expertise agency-side, delivering sustainability reports for some of the world's biggest companies. Realising the biggest barriers in the system nearly always come down to culture, I spent time on the ground to experience the impacts first hand and help spearhead emerging movements, like Stop Ecocide. The latest step on my journey connects counter-narratives with future trends at TCO London. I'm passionate about learning from alternative voices and stories from the fringes through independent journalism, creative content, insight and strategy – making connections – challenging the status quo – and championing change – now from the outside in.I head up TCO's insight and strategy Lab, mapping the zeitgeist, by combining traditional cultural research with editorial insight from fringe cultures and our unique global creative network. Our aim is to hold a mirror up to the system, with actionable insight from the margins that can guide, and shine a light on, alternative futures.