“The idea for Informed Collective came a few weeks after I was completed wiped out by a wave when swimming in the sea on holiday. After scrambling back to shore, gasping and covered in sand, my friend laughed and said to me ‘did you not know you’re supposed to dive into big waves, not swim away from them?’ Cleary no…I did not know that (!)
But that moment stuck with me. Because how are we meant to know things if we’ve never been informed? It’s the same with the concept of consuming more responsibly. I've been working in sustainability now for over 7 years, and if we want people to be more considerate of how they buy, I really think we've got to start simply telling them why it matters. I didn’t know any of this before I joined the industry, and I really wish I did."
Cecily Rooney, Founder
https://www.linkedin.com/in/cecily-rooney/
Informed Collective