CEO Today - January 2023

THE CEO INTERVIEW and unfortunately, we are as a species slowly destroying it. This truly disgusts and saddens me, and I’d love for nothing more than for everyone to take more time in nature, practice some mindfulness and grow an appreciation of what we have. It’s free and it’s beautiful, so I’ve never understood why people don’t adore it more. Nothing has the power to engage all of our senses as nature does, and with the products created by Ethical Bedding, I hope to help people reconnect with nature, and experience a little of the opportunities for mindfulness and immersion that comes with it. It’s something that I think we could all do with more of in our lives! “Purpose over Profit” is a core mantra of your business. Can you tell us more about this? It’s about doing the right thing, plain and simple. Far too many organisations put profit above all else, and that is so often to the detriment of both people and the planet. With Ethical Bedding, we are setting out to prove that business does not need to be conducted in this way to be successful. We want to bring a little bit of kindness back into business, and prove that there is another way of doing things. What are your thoughts on corporate greenwashing, and how is Ethical Bedding setting a new standard for what it means to be truly sustainable? Unfortunately, it’s gotten to the point where corporate greenwashing is everywhere – it’s almost unavoidable. I hope that policy and regulation changes in the coming years will make things much tighter, and make it difficult for companies to get away with bogus environmental claims. At Ethical Bedding, we commit ourselves to being completely transparent with all of our products. What goes into them, out of them, and how they get to our customers. We also make sure we are transparent and honest about our charitable donations, and where and how they are used. Ultimately, this stuff isn’t very difficult to get right, it just requires more investment from both a cost and time perspective. What are your plans for Ethical Bedding? We’re at such an exciting time with Ethical Bedding. Our first stop is becoming a market leader in our niche within the UK, and then expanding into other parts of the world including the US, Canada and Europe. We have so many amazing products we’re currently working on for the brand, and I have dozens of other businesses and products I would like to springboard into in the coming years. With the highly scalable nature of our products, the sky really is the limit, so you’ll just have to wait and see what else we have in store! Q Q Q James Higgins “ “Looking after myself is nonnegotiable. I need to be running at peak performance, and for me, this means being at peak physical and mental condition.” 15

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