Growing up in KwaZulu-Natal’s sub-tropical South Coast, I experienced nature's abundance and teachings from an early age. After school and university in Durban, I left for Cape Town and began working for leading advertising agencies as a copywriter and creative team leader. Twelve years later, I moved on from the adworld and began using the marketing and communication skills I’d gained, for environmental good. WWF-SA was an early client, so was Woolworths where I helped with the initial pathways of their ‘Good Business Journey.’I developed an online course “Greening your Business”, funded by Nedbank and published through Business Day, which drew over 3000 registrations; I also convened three environmental journalism conferences, one of which was keynoted by renowned UK Guardian journalist George Monbiot.A turning point was becoming founding publisher and editor of the official magazine of the Institute of Waste Management which I titled 'ReSource', reframing waste as valuable.When the City of Cape Town began rolling out door-to-door recycling collection pilots, I researched social marketing and behaviour change methodologies from around the world. As a sub-contractor, I applied them to raise householders’ participation in separation-at-source recycling. The participation rates now average over 60% across some 120 000 households which is highest amongst South African municipalities. I also employed the methodologies with Saldanha Bay municipality in the launch of their kerbside collection programme, which went on to win an Eco-Logic award. Most recently, the methods have been used for research on diaper collection pilot studies in Langa township, for Kimberly-Clark.Today, GreenEdge is a specialist consultancy providing marketing and media strategy, creative and video production, as well as research and project management services to business, government and non-government clients in the circular and green economy.