The Impact Files

Each episode of The Impact Files podcast explores the personal stories and leadership challenges behind meeting a business’s near-term financial needs, while creating lasting wellbeing for people and planet. We examine the roles that marketing, media and communications play in shaping trust, demand and impact. Our objective is to provide insight and encouragement for business leaders on a purpose-led journey, showing how financial performance can be aligned with long-term sustainability. Hosted by Ned Wells alongside a sustainability expert co-host, each episode features one guest: an experienced decision-maker in either a ‘green brand’ – founded as purpose-led – or an ‘amber brand’ – not founded as purposeful but now on the journey.

The Impact Files is a business podcast hosted by Ned Wells, with 27 episodes on record and a Required Pod Score of 80.

Ned Wells hosts The Impact Files, a business show with 27 episodes published.

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  Episode #13

  S3 E13, Practical engagement: making climate impact meaningful, Phil Korbel, Carbon Literacy Project

  Oct 1, 202655 minS3

  In this episode, Phil Korbel, co-founder of the Carbon Literacy Project, talks to Ned Wells and Ruth Davis about his remarkable journey from BBC radio producer to climate action pioneer, and how a simple idea in Manchester grew into a global movement. Phil shares how a life-changing tandem cycle ride from Sydney to the UK sparked a lifelong commitment to sustainable development and community engagement. After founding a charity focused on community radio and social inclusion, Phil became increasingly focused on climate change, driven in part by parenthood and a desire to answer an anticipated question from his daughters: ‘What did you do to stop this blooming mess?’ With that question as a spur, Phil was led to create the Carbon Literacy Project. Working on Manchester’s first Climate Action Plan, he recognised a critical gap: while organisations were discussing technologies and policies, few were thinking about how to engage people. The result was Carbon Literacy, a practical, action-focused framework that equips people with the knowledge and confidence to take meaningful climate action in their workplace and beyond. Since launching 13 years ago, the Carbon Literacy Project has certified more than 164,000 people across over 50 countries, spanning every continent, including Antarctica. Phil explains how the organisation’s adaptable model enables businesses, public sector organisations, educational institutions and communities to develop training tailored to their own context and challenges. The conversation in this episode explores the business case for carbon literacy, the importance of workplace engagement, how climate action can reduce costs and attract talent, and why effective communication must focus on relevance rather than guilt. Phil also discusses the organisation’s ambitious goal of reaching one million carbon literate citizens by 2030 and the exciting opportunities ahead for international growth. Visit Carbon Literacy Project at: https://carbonliteracy.com/ Connect with Phil at: https://www.linkedin.com/in/phil-korbel/

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  Episode #13

  S3 E13, Practical engagement: making climate impact meaningful, Phil Korbel, Carbon Literacy Project

  Sep 30, 202655 minS3

  In this episode, Phil Korbel, co-founder of the Carbon Literacy Project, talks to Ned Wells and Ruth Davis about his remarkable journey from BBC radio producer to climate action pioneer, and how a simple idea in Manchester grew into a global movement. Phil shares how a life-changing tandem cycle ride from Sydney to the UK sparked a lifelong commitment to sustainable development and community engagement. After founding a charity focused on community radio and social inclusion, Phil became increasingly focused on climate change, driven in part by parenthood and a desire to answer an anticipated question from his daughters: ‘What did you do to stop this blooming mess?’ With that question as a spur, Phil was led to create the Carbon Literacy Project. Working on Manchester’s first Climate Action Plan, he recognised a critical gap: while organisations were discussing technologies and policies, few were thinking about how to engage people. The result was Carbon Literacy, a practical, action-focused framework that equips people with the knowledge and confidence to take meaningful climate action in their workplace and beyond. Since launching 13 years ago, the Carbon Literacy Project has certified more than 164,000 people across over 50 countries, spanning every continent, including Antarctica. Phil explains how the organisation’s adaptable model enables businesses, public sector organisations, educational institutions and communities to develop training tailored to their own context and challenges. The conversation in this episode explores the business case for carbon literacy, the importance of workplace engagement, how climate action can reduce costs and attract talent, and why effective communication must focus on relevance rather than guilt. Phil also discusses the organisation’s ambitious goal of reaching one million carbon literate citizens by 2030 and the exciting opportunities ahead for international growth. Visit Carbon Literacy Project at: https://carbonliteracy.com/ Connect with Phil at: https://www.linkedin.com/in/phil-korbel/

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  Episode #12

  S3 E12, ‘Everyone loves love’: building a sustainable wedding industry, with Michelle Miles, SWA

  Sep 23, 202653 minS3

  In this episode, Ned and Ruth are joined by Michelle Miles, founder of the Sustainable Wedding Alliance (SWA), to explore her entrepreneurial journey and how she is putting sustainability at the heart of the wedding industry. Coming from a family of entrepreneurs, Michelle left school at 16 and began her career in events and public relations, gaining early experience which included working for the House of Commons. In organising influential events, Michelle discovered the power of bringing people together. After years working across the events sector, she became increasingly aware of the environmental impact of large-scale events and began exploring how sustainability could be integrated into her work. Following redundancy from a production agency role in 2009, Michelle launched her own event agency, Fusion, which remains successful today. Her growing passion for sustainability led her to create the Sustainable Wedding Alliance in 2020, initially as a community to connect like-minded wedding professionals who were until then working in silos. From that starting point, Michelle’s identification of what the wedding industry was really crying out for led to SWA’s evolution into something more. It is now a membership organisation that provides sustainability training, accreditation, independent verification and ongoing support for wedding businesses. Michelle explains how the organisation works with more than 150 businesses, creating a ripple effect across thousands of weddings and industry professionals. Michelle also discusses the balance between purpose and profitability, the importance of transparency and community, and why she believes collaboration is replacing competition within the wedding industry. Looking ahead, she shares her vision for a future where sustainable practices are the norm, and the Alliance can focus primarily on connecting and inspiring businesses rather than teaching sustainability fundamentals. Visit Sustainable Wedding Alliance at: https://sustainableweddingalliance.com/ Connect with Michelle at: https://www.linkedin.com/in/michellemilesevents/

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  Episode #11

  S3 E11, Turning ideas that matter into a business that delivers, with James Rutter, Cook

  Sep 14, 202654 minS3

  James Rutter has spent much of his career exploring how ideas can create meaningful change. Now Chief Strategy Officer at Cook, James began his career in business and finance journalism. While he enjoyed uncovering and shaping ideas, he increasingly questioned whether they truly mattered. A personal purpose exercise later helped him define his guiding principle: ‘to find, shape and share ideas that matter’. The belief at Cook that business can and should be a force for good, has shaped both James’s career and the company’s growth. Over more than 15 years, he has helped guide the business’s strategy, culture and brand, and now seeks to share those lessons with other purpose-driven organisations. Today, Cook employs around 2,000 people, generates approximately £150m in annual sales, operates four production kitchens and runs around 120 shops nationwide. James believes its success comes from aligning strategy, culture and brand: strategy provides clarity of direction, culture creates the energy to deliver it, and brand becomes the external expression of that culture. Influenced by Simon Sinek’s work on purpose, Peter Drucker’s thinking on culture, and strategist Alex Smith’s distinction between ‘company story’ and ‘customer story’, James argues that memorable brands are built from authentic culture rather than marketing alone. While Cook has long championed purpose and played a role in the growth of the B Corp movement in the UK, James is clear that customers ultimately buy great products, not missions. Purpose matters most when it strengthens the organisation behind an outstanding product or service. Two themes run through James’s story: the importance of clarity in connecting impact and commercial goals, and the belief that long-term purpose requires the courage to stay focused through inevitable short-term setbacks. Visit Cook at: https://www.cookfood.net/ Connect with James at: https://www.james-rutter.com/contact or https://www.linkedin.com/in/james-rutter-8972079/

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  Episode #10

  S3 E10, Sustainable sales: creating mutual value, with Martin Knowles, Sales Untangled®

  Aug 10, 202638 minS3

  Martin Knowles, Co-Founder of Sales Untangled®, tells us about a career in which he’s moved from ‘avoiding sales roles’ to building a successful consultancy focused on ethical, relationship-led selling. In this episode, Martin provides a thoughtful definition of ‘sustainable sales’. He shares his experience of the way many business owners struggle with sales because traditional approaches often feel pushy and transactional. Through Sales Untangled®, Martin helps organisations develop more effective sales cultures by focusing on listening, understanding customer needs, and creating mutual value rather than simply pitching products or services. Martin’s definition of sustainable sales includes the building of long-term relationships with customers, employees, suppliers, and communities. He argues that lasting business success comes from trust, curiosity, and genuine human connection. The conversation also explores: Building sales functions that support sustainable growth The role of B Corp principles in responsible business practices How repeat business and referrals are driven by strong relationships The opportunities and challenges AI presents for sales and customer engagement Why human connection will remain essential despite advances in technology Visit Sales Untangled® at: https://salesuntangled.co.uk/ Connect with Martin at: https://www.linkedin.com/in/martinknowles/

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